September 22, 2020

Born Primitive Featured in Forbes Magazine For Their COVID Response

Born Primitive Featured in Forbes Magazine For Their COVID Response

Sooner or later, every entrepreneur will face a moment of crisis.

For those trying to keep their businesses afloat during the COVID-19 pandemic, that crisis has come sooner — and much more dramatically — than could have possibly been expected.

While today’s circumstances may feel dire, the fact of the matter is that every entrepreneur will experience serious setbacks and roadblocks on their path to success.

Challenges are inevitable. The way you prepare for them and choose to respond to them is what will determine whether your business survives and thrives.

1. Leverage Preexisting Expertise

A worldwide crisis — or even a crisis that affects only your brand — will often require that you adapt your way of doing business. Products and services may require a drastic pivot to address the current situation and keep your business afloat.

Brands that successfully pivot use the expertise they already have to adapt quickly and efficiently. As Mahka Moeen of Kenan-Flagler Business School at the University of North Carolina-Chapel Hill explains, “If you think historically about when car manufacturing became an industry, companies producing carriages had the expertise, because carriages could be easily modified to make cars […]

“We’re in a period where we want everything to happen very quickly. Our research shows that companies with preexisting expertise are more likely to introduce new products in this type of climate.”

Consider how your current expertise could be modified so you could offer new products or services — like beauty product brands shifting to produce hand sanitizer to address COVID-19 shortages. You might even discover new services you could offer your customers before a crisis strikes.

2. Put Technology At The Forefront

Technology may prove key to getting through a crisis situation. The COVID-19 pandemic has disproportionately affected businesses that rely on brick and mortar locations. When governments mandated that non-essential businesses shut down in an effort to stop the spread of the pandemic, many lost all of their potential sources of revenue.

If you haven’t already, your brand must consider how it can better leverage technology so you can reach potential customers anytime, anywhere. Chatbots are being used to help triage patients. Fitness instructors are offering video streams of the classes that would normally be held in gyms.

As consultancy BDO notes , brands that take advantage of digital technology become more efficient and productive. They are better able to uncover customer trends through data, and can make faster decisions. As a result, “Businesses that had not only developed digital strategies but executed on them prior to the pandemic are now in a position to leapfrog their less nimble competitors.”

3. Look For Ways To Help Others

Sometimes, a crisis won’t directly impact your business — but it will affect others who are in niches related to your own. When your brand is doing well but others are struggling, it is worthwhile to consider how you can help. Your efforts to help others today could keep a crisis from spilling over to your own brand.

A recent example of this comes from Bear Handlon, co-founder of athletic apparel brand Born Primitive. During a recent email exchange, he explained, “The pandemic has been very hard for gyms — an industry closely tied to our own. We recognize the value gyms provide our communities, and the last thing we want is to see them all go under when they have to stay closed.

“We decided to partner with other brands for a campaign called ‘Stay For May,’ which incentivized gym members to keep their memberships in exchange for gift vouchers from the participating brands, all of which reside in the fitness space. Our company ended up giving out over $1.5 million in gift cards, helping gyms retain members who might otherwise have cancelled their memberships. Even more importantly, however, we let gym owners know they weren’t alone in this.”

What goes around comes around. Your efforts to help other brands today could help you secure much-needed support when your business faces its own time of crisis in the future. When the lock-down started months ago, I created and shared a new Crash Course with 3 business altering tools I use all the time to grow my business, and I made it free for all my fellow business owners and solorepneurs out there!

4. Focus On The Long-Term Outcomes

When facing a crisis, it can be tempting to look for a quick fix — something to tide your customers over or keep your business afloat for just another week. But this shortsighted outlook often results in less than ideal solutions.

As Jenna Garden writes for the Stanford Graduate School of Business, “If a decision harms stakeholders unfairly, the negative impact on an organization’s reputation will register for a long time and the damage will far outweigh any short-term gains.”

Before making any decisions in how you will respond to a crisis, take some time to think through how your choices will affect your customers, employees, business partners and anyone else who could be viewed as a stakeholder.

Evaluate the short-term benefits of a particular solution in light of the long-term consequences. A decision that keeps you afloat this month but harms your customers will eventually put you out of business regardless. On the other hand, a choice that will require additional work and sacrifices now could help you build a reputation as someone who truly puts your customers first, resulting in far better long-term results.

Navigating Crises With Confidence

The COVID-19 pandemic has been a major challenge — but also a significant learning opportunity — for all entrepreneurs. And while calling challenges “opportunities” may feel trite or corny, that doesn’t make it untrue (how to  turn “can’t” into how).

Only those that use the challenges to learn lessons will adapt the way they run their businesses, and then be better prepared for future challenges that will inevitably come along. With the right approach, even the most severe crisis can be put into perspective and become far more manageable.


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sizing chart
Men's Tops Men's Bottoms Women's Tops Sports Bras Women's Bottoms Unisex Kids

men's tops

measurements in inches

measurements in centimeters

SIZE CHEST
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XS 86-90
S 91-94
M 95-99
L 100-107
XL 108-114
XXL 115-122
3XL 123-130

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

men's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH
S (30) 32-36" 18-21"
M (32) 36-40" 20-25"
L (34) 40-43" 24-28"
XL (36) 43-46" 27-31"
2XL (38) 46-49" 30-34"
3XL (40) 50-53" 33-37"
S 81-91 46-53
M 91-102 51-64
L 102-109 61-71
XL 109-117 69-79
2XL 117-124 76-86
3XL 127-135 89-64

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Secondary to waist size, if you notice your thighs exceed the limit on our chart you may need to go up a size.

Thigh Measurement:

Measure around the widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

women's tops

measurements in inches

measurements in centimeters

SIZE BUST
XS 28-31"
S 32-33"
M 34-36"
L 37-39"
XL 40-42"
XS 71-79
S 80-84
M 85-92
L 93-100
XL 101-107

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible while wearing a non-padded, non-compression bra.

Bust Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

sports bras

measurements in inches

measurements in centimeters

Size 28 30 32 34 36 38 40 42
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -
Size 60 65 70 75 80 85 90 95
A XS XS S M L L XL -
B XS XS S M L XL XL -
C XS S S M L XL XL 2XL
D S S M M L XL 2XL 2XL
DD S S M L XL XL 2XL -
E - M M L XL 2XL 2XL -

Measure Your Rib Cage:

Measure around your rib cage just under your bust. Round down to the closest inch. This is your rib cage measurement, which you’ll need to figure out your band and cup size.

Figure out your band size:

Take your rib cage measurement from step 1 and read across the chart below to find your band size

Rib Cage Measurement Band Size
25" - 27" 30
27" - 29" 32
29" - 31" 34
31" - 33" 36
33" - 35" 38
35" - 37" 40
37" - 39" 42

Figure out your cup size - This is a 2-step process:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, subtract your rib cage measurement (step 1) from your bust measurement (step 3). The difference in inches is your suggested cup size. If you’re between sizes, round up.

Bust Size Minus
 Rib Cage Size
Your Cup Size
3" AA
4" A
5" B
6" C
7" D
8" DD
9" E

Calculate Your Size:

First, measure around the fullest part of your bust. Keep the tape straight across your back. Round up to the nearest whole number. This is your bust measurement.

Now, measure your rib cage. Subtract your bust measurement from your rib measurement. The difference in centimeters is your suggested cup size. If you’re between sizes, round up.

2.5 CM= A | 5 CM= B | 7.5 CM= C | 10 CM= D | 12.5 CM= DD | 15 CM= E

Fit Guidelines:

Every bra serves a different purpose for different activities and we recommend referencing each specific bra product description to determine the best bra for your body and sport. Our bras should generally fit snug. Wearing the bras too loose will not likely provide adequate support.

***Please note, a majority of our sports bras are medium support and medium coverage. If you are looking for the highest impact support that we offer; check out the X-Factor, Intensity or Moxie Sports Bra!

women's bottoms

measurements in inches

measurements in centimeters

SIZE HIP THIGH WAIST
00-0 | XS 34-36" 19-21" 24-27"
2-4 | S 36-38" 21-23" 27-30"
4-6 | M 38-40" 23-26" 30-33"
8-10 | L 40-43" 26-28" 33-36"
10-12 | XL 43-46" 28-30" 36-39"
14-16 | 2XL 47-50" 31-33" 40-43"
00-0 | XS 86-91 48-53 61-69
2-4 | S 91-97 53-58 69-76
4-6 | M 97-102 58-66 76-84
8-10 | L 102-109 66-71 84-91
10-12 | XL 109-117 71-76 91-99
14-16 | 2XL 117-127 76-84 100-109

Measuring Tips:

We have determined that your waist measurement will most likely dictate your size. Right on the edge between two sizes? You can utilize your thigh and hip measurements as secondary guidelines to help you find the perfect size.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

Thigh Measurement:

Measure around widest area of the thigh.

Hip Measurement:

Measure around the largest area of your hips, encapsulating the roundest part of your gluteus.

Unisex

measurements in inches

measurements in centimeters

SIZE CHEST
XXXS 30-31"
XXS 32-33"
XS 34-35"
S 36-37"
M 38-39"
L 40-41"
XL 42-43"
XXL 44-46"
3XL 47-49"
XXXS 76-80
XXS 81-85
XS 86-90
S 91-95
M 96-100
L 101-105
XL 106-110
XXL 111-117
3XL 118-124

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of your torso.

Girl’s String Me Along, Calligraphy T-Shirt, Track Shorts and Leggings

measurements in inches

measurements in centimeters

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (12/14) 59-64” 30.5-32” 28”-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-148 70-72 65-67
XL (12/14) 150-163 77-81 70-75

Youth Sports Bras

Size Height Chest Waist
XS (12) 53-57” 26-27.5” 25.5-26.5”
S (14) 58-61” 27.5-29” 26.5-28”
M (16) 61-64” 29-31” 28-29.5”
XS (12) 135-145 66-70 65-67
S (14) 147-155 70-74 67-70
M (16) 155-163 74-79 70-75

Unisex Joggers

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-54” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-54” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-137 70-72 65-69
XL (14/16) 135-137 77-81 70-75

Boys Athlete Driven T-Shirt

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 59-64” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-174 70-72 65-69
XL (14/16) 150-163 77-81 70-75

Boys Athleisure Tee

Size Height Chest Waist
XS (4) 39-42” 22-23” 22-23”
S (5) 43-46” 23-24” 23-24”
M (6) 46-48” 24-25” 24.5”
L (7) 48-50” 25-26” 24.5-25.5”
XL (8) 50-52” 26-27” 25.5-26.5”
XS (4) 99-107 56-58 56-58
S (5) 109-117 58-61 58-61
M (6) 117-122 61-64 62
L (7) 122-127 64-66 62-65
XL (8) 127-132 66-69 65-69

Boys Training Shorts

On our Large and X-Large Training Shorts, the length measures the same. From the waist band to the crotch its 8” in length and the inseam (from the crotch to the end of the shorts) is 5”. These shorts run shorter in length as you go up in size to more closely mimic our men’s training shorts which are a 7” inseam.

Size Height Chest Waist
XS (4/5) 39-44” 22-23” 22-23”
S (6/7) 45-49” 24-25.5” 23-23.5”
M (8) 50-52” 26.5” 24.5”
L (10/12) 53-58” 27.5-28.5” 25.5-26.5”
XL (14/16) 53-58” 30.5-32” 28-29.5”
XS (4/5) 99-112 56-58 56-58
S (6/7) 114-124 61-65 58-60
M (8) 127-132 67 62
L (10/12) 135-147 70-72 65-69
XL (14/16) 135-147 77-81 70-75

Measuring Tips:

For the most accurate measurements, we suggest measuring as close to the skin as possible.

Chest Measurement:

Wrap the measuring tape around the widest point of the chest starting at the front and center of the torso.

Waist Measurement:

Measure around the smallest part of your torso, keeping the measuring tape as horizontal as possible.

ENTER TO WIN

$250

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