"Indie brands are typically independently owned, small to mid-size running companies with aesthetically distinctive (and sometimes disruptive) product offerings and a very social media savvy, direct-to-consumer business model."
"Looking at my apparel choices, you might be able to guess what music I listen to when I run, what podcasts I enjoy, who I follow on Instagram, where I buy my groceries, and my UltraSignup score or marathon PR."
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