Chris Riccobono, founder of UNTUCKit, advises three early-stage founders on scaling athletic brands, reaching niche audiences, and leveraging partnerships. Learn how tariffs impacted his $73M business, why traditional media still outperforms paid social, and which distribution channels work best for different products. Founders should identify their core tribe and build brand community around them rather than pursuing everyone—Lululemon succeeded through yoga, Viore through surfing, and Aeros Shorts through volleyball.