Who is the Owner of Velocity Activewear?

Understanding the ownership behind a brand like Velocity Activewear offers insights into its vision, values, and operational strategies. This knowledge can significantly influence consumer trust and brand loyalty.

Velocity Activewear is owned by Australian entrepreneur and fitness model Milly Turley. She founded the brand in 2021, rapidly growing it into a successful business.

Let’s delve deeper into Milly Turley¹‘s journey and the evolution of Velocity Activewear.

How Did Milly Turley Establish Velocity Activewear?

Building a successful brand requires vision, dedication, and strategic planning. Milly Turley’s path exemplifies these qualities.

Milly Turley started Velocity Activewear in June 2021, initially operating from a spare bedroom in her parents’ home. Leveraging her background as a fitness model and instructor, she identified a market for stylish and functional activewear.

From Humble Beginnings to Rapid Growth

• Initial Setup: Operating from a spare bedroom, Milly managed all aspects of the business, from design to customer service.
• Product Development: She focused on creating unique designs, such as scrunched leggings and shorts, which quickly gained popularity.
• Market Reception: The brand resonated with customers, leading to rapid sales growth and a strong community following.

Expansion and Physical Store Launch

Within two years, Velocity Activewear’s success enabled the opening of a physical store in Butler, Western Australia. This expansion marked a significant milestone, transitioning from an online-only presence to a brick-and-mortar establishment.

What Factors Contributed to Velocity Activewear’s Success?

Several key elements have propelled Velocity Activewear’s growth in a competitive market.

The brand’s success can be attributed to innovative product designs, strategic social media marketing, and a strong community focus.

Innovative Product Designs

Milly’s emphasis on unique styles, particularly the scrunched leggings and shorts, set Velocity apart from competitors. These designs catered to current fashion trends and functional fitness needs.

Strategic Social Media Marketing

Leveraging platforms like Instagram, Milly engaged directly with her audience, fostering a loyal community. Her background as a fitness model provided authenticity and relatability, enhancing brand appeal.

Community Engagement

Hosting events and collaborating with local fitness enthusiasts helped build a supportive community around the brand. This approach not only increased brand visibility but also strengthened customer loyalty.

How Did Velocity Activewear Navigate Legal Challenges?

Trademark protection is crucial for brand integrity. Velocity Activewear faced legal challenges to safeguard its brand identity.

In 2019, the owner of the ‘Velocity’ trademark for women’s activewear was awarded $1.8 million due to retailer New York & Co.’s willful infringement. This case underscores the importance of trademark protection² in the fashion industry.

The Legal Dispute

• Parties Involved: 4 Pillar Dynasty LLC, owner of the ‘Velocity’ trademark, and Reflex Performance Resources Inc., a related company selling Velocity clothing wholesale.
• Allegation: New York & Co. was accused of infringing the ‘Velocity’ trademark with its ‘NY & C Velocity’ women’s activewear line.
• Outcome: The court upheld a jury verdict awarding $1.8 million to 4 Pillar Dynasty LLC, emphasizing the significance of protecting intellectual property rights.

What Are the Future Prospects for Velocity Activewear?

Understanding a brand’s future direction provides insight into its potential growth and innovation.

Velocity Activewear aims to expand its product line, increase global reach, and continue fostering community engagement³ to solidify its position in the activewear market.

Product Line Expansion

Plans to introduce new designs and collaborations with fitness influencers are underway, aiming to cater to a broader audience.

Global Reach

The brand has already shipped products internationally, including to the US, UK, New Zealand, Bali, and Dubai. Continued efforts to penetrate these markets are expected.

Community Engagement

Hosting events at the Butler store and collaborating with local fitness communities remain a priority to strengthen brand loyalty.

Conclusion

Velocity Activewear’s journey from a home-based startup to a recognized brand exemplifies entrepreneurial spirit and strategic growth. Under Milly Turley’s leadership, the brand has navigated challenges and leveraged opportunities to establish a strong presence in the activewear industry.