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Description: Today, their start-up Aurora Tights says it’s the country’s most inclusive hosiery brand, designing tights for hundreds of figure skaters, dancers, cheerleaders and gymnasts. That includes Team USA pairs skater Ashley Cain-Gribble, who is competing in the 2022 Winter Olympic Games in Beijing.

Source: CNBC.com

Date: Feb 17, 2022

Link: https://www.cnbc.com/2022/02/17/aurora-tights-how-side-hustle-for-black-ice-skaters-got-to-olympics.html

Questions for discussion:

  • What niche is the company catering to?
  • How can the brand expand?
  • How would you use endorsements as a promotional strategy?

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