In the late 1980s, two friends with a passion for fitness and bold fashion launched a brand that would become an icon in the world of sports and fashion: Zubaz. Created by Dan Stock and Bob Truax, Zubaz began as a simple idea to make comfortable workout pants for bodybuilders.
But what started as a niche product soon exploded into a cultural phenomenon, with its signature zebra-striped patterns becoming a staple of the 90s. From athletes to fans, Zubaz pants were everywhere, especially in the world of professional sports. The brand became synonymous with the flamboyant, anything-goes spirit of the era.
As Zubaz rose to fame, it wasn’t just athletes sporting the bold designs; it was regular people too. From stadiums to city streets, Zubaz became a must-have item, capturing the hearts of those who wanted to stand out. The brand became a symbol of bold self-expression, aligning itself with the loud, unapologetic aesthetic of the 90s.
However, as with many success stories, Zubaz faced growing pains. As the brand expanded, it struggled to keep pace with the rapidly changing fashion landscape. The original founders, Stock and Truax, eventually lost control of the company, and Zubaz began to fade from the public eye. The brand that had once been a fashion statement seemed destined to be just another relic of a bygone era.
The Comeback
But every good story deserves a comeback. Years after losing control of their creation, Stock and Truax re-acquired the rights to Zubaz. They saw an opportunity to revive the brand that had brought so much joy to people during its heyday. But relaunching a brand isn’t easy, especially one so deeply tied to a specific time period. It needed to be done right.
That’s where I had the wonderful opportunity to help them re-launch Zubaz. When the original founders approached me, I knew that relaunching Zubaz wasn’t just about bringing back a product—it was about reigniting a cultural moment.
We knew that Zubaz had a legacy, and there was a built-in nostalgia for the brand among those who had grown up wearing the pants in the 90s. But the key to this relaunch wasn’t just about tapping into that nostalgia. It was about finding a new market with fresh perspectives and introducing Zubaz to a generation that might not have lived through its original wave of popularity but could still appreciate its kitsch factor.
The Relaunch Strategy: From Nostalgia to Novelty
Instead of focusing solely on the aging athletes and fans who had embraced Zubaz in the 90s, we shifted our focus to a younger audience—college kids, city dwellers, and anyone with a sense of humor and a love for the bold and quirky. We weren’t just selling pants; we were selling a piece of pop culture history, repackaged for a new generation.
With that strategy in mind, we prepared for the relaunch. We didn’t have a massive budget, so we had to be smart with our marketing efforts. After all, relaunching Zubaz wasn’t about flashy campaigns or over-the-top marketing gimmicks. It was about telling the right story to the right audience. We spent just $20 boosting the initial launch, but what followed was incredible.
Within 24 hours of launch, our story was being broadcast on CNN World News every half hour. It wasn’t because of some marketing genius, but simply because we had a well-placed story with a heritage brand that had come full circle. The idea of Zubaz making a comeback resonated with people—both those who remembered it fondly and those discovering it for the first time.
The result? $100,000 in online orders in the first week.
But we didn’t stop there. We wanted to create experiences around the brand, so we developed the first-ever ZubazPalooza pub crawl. With minimal promotion, we saw over 200 people streaming through the streets of downtown Minneapolis, all dressed in their finest Zubaz pants. It was a sight to behold—Zubaz was back, and it was bigger, bolder, and more fun than ever.
The Power of Nostalgia and New Perspectives
The relaunch of Zubaz wasn’t just about bringing back a brand from the 90s—it was about identifying a new market and tapping into a craving for nostalgia that many people didn’t even realize they had. By staying true to the brand’s roots while introducing it to a fresh audience, we were able to make Zubaz relevant again in a way that felt both authentic and exciting.
This experience taught us that relaunching a brand is about more than just reviving an old product. It’s about understanding the core essence of what made that brand special in the first place and finding new ways to connect with people today. Zubaz wasn’t just a pair of pants—it was an attitude, a statement, and a piece of pop culture history. And with the right strategy, we were able to bring that spirit back to life for a new generation.
So, what’s the takeaway from this story? Whether you’re launching a new brand or reviving an old one, success comes from staying true to your core while finding new ways to connect with your audience. Sometimes, all it takes is a well-timed story, a fresh perspective, and a willingness to take risks to turn a heritage brand into a modern success.
