Jason Daniel didn’t set out to build a global brand. He set out to race motocross, and when that didn’t pan out, he spent years working as an electrician, a bricklayer’s yard manager, and a carpenter while quietly building a clothing brand out of a nickname his older riding friends gave him at 13. Twenty years later, LSKD has 31 stores across Australia and New Zealand, a team of over 700, and is now building its presence in the United States.

The path from $3 million stuck for five years to on track for $200 million wasn’t a pivot or a funding round. It was finding the why, rebuilding around community, and going back to the fundamentals every time things got complicated.

Jason joins Long Run Labs to tell the whole story.

Jon and Jason chat about:

• the nickname that became a brand and the 20 year journey from loose kid to LSKD

• working as a carpenter while building a clothing company on lunch breaks

• why being stuck at $3 million for five years was actually more stressful than it sounds

• the decision to close the wholesale business and go direct to consumer

• how Landmark Forum changed his relationship with learning and personal development

• building a mission around 1% better every day and why it has to start internally

• the January 1st run tradition that grew into a global community event

• how LSKD thinks about athlete and influencer partnerships differently

• signing an Olympic sprinter who also works four days a week at the brand

• what LSKD is building in the US market and why they are taking their time

• how they have remained self-funded through $200 million in growth

• what Jason thinks Nike is going through right now and why it scares him about his own brand

• what success looks like in 20 years

Stay connected:

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Jason on Instagram: @jasondaniel__

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