Castore built premium sportswear credibility the hard way—elite kit deals and Andy Murray as a shareholder prove the performance claim where lesser brands just assert it.
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See all ads on AdLibrary →Castore is a UK premium performance sportswear brand founded in Liverpool in 2015 by brothers Tom and Phil Beahon. Built on the philosophy 'Better Never Stops,' the brand secured elite kit partnerships with Newcastle United, Rangers, England Cricket, and McLaren F1, while Andy Murray serves as ambassador and shareholder.
Castore's ad strategy leverages its elite sports partnerships as proof-of-performance that consumer brands have to earn through endorsements. Kit deal announcements—Newcastle, McLaren, England Cricket—generate organic media that paid campaigns then amplify to performance sportswear audiences. Andy Murray's ambassador content blends athlete credibility with premium lifestyle positioning. See their full ad creative archive on AdLibrary.
Meta campaigns target sports performance audiences—runners, gym-goers, and fans of the specific clubs Castore kits—using lookalike audiences built from kit purchasers and DTC customers. Instagram is the brand authority channel, featuring editorial sports photography and ambassador content. Facebook retargeting focuses on DTC conversion across the performance apparel catalogue. The brand runs UK-first campaigns with US and international expansion creative.
Copy centres on 'Better Never Stops'—a performance philosophy made tangible through material innovation callouts (lighter, stronger, more breathable). Partnership announcements use direct club/athlete language. Tone is aspirational but specific—unlike generic sportswear copy, Castore names fabric technologies and performance metrics. CTAs drive to product pages with technical spec detail.
Castore's growth model proves that B2B kit partnerships can function as the most powerful B2C marketing investment—every Premier League fixture is a product demonstration reaching millions. For DTC performance brands, the lesson is to secure one credible proof point (an elite athlete or team) and build all paid creative around it. The brand also shows how a DTC digital engine can be built alongside a wholesale-kit channel without cannibalising premium brand positioning.
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