Max Verstappen, Ben Stokes, Andy Murray, Adam Peaty, and the all-conquering 2023/24 Bundesliga champions Bayer Leverkusen. These are just some of the elite athletes and teams adorned in sportswear by Castore, a brand that emerged from Merseyside in 2015.
A Journey Born from Ambition
The success of Castore traces back to its founders, Tom and Phil Beahon, who initially worked in finance to fund their vision of disrupting the athletic wear industry. The brothers conducted meticulous market research to understand their competition and laid out a plan to challenge the dominant players.
A Landmark Partnership in Formula 1
Aligning themselves with dynamos of the sporting world, earlier this year Castore secured the largest apparel partnership in Formula 1 history with the reigning champions Red Bull Racing. This deal, reportedly exceeding $200 million, marks a significant step for a brand that mirrors Red Bull’s disruptive pedigree.
“I love the saying: ‘You don’t have to be a Harvard student. You’ve just got to have the courage to do it,’ and it’s so true. That audacity and big vision,” declares Tom Beahon to Autosport, reflecting on their audacious journey.
Shared Philosophies with Red Bull
Tom likens Castore’s entrance into the market to Red Bull’s breakthrough in Formula 1, noting their shared commitment to shaking the status quo. “We’re looking for partners that share our values,” he says, emphasizing their mutual emphasis on ambition and innovation.
Despite Red Bull’s unexpectedly rapid success, the partnership thrives on mutual goals of disruption and creativity. According to Tom, “What Dietrich Mateschitz [Red Bull founder] said was, ‘We’re going to mix up the status quo, we’re going to do it differently, and why can’t we win?'” This ideology resonates deeply with Castore’s own aspirations to rival giants like Nike and Adidas.
Navigating Success and Challenges
Armed with this mindset, the Beahons have navigated both triumphs and challenges. In early 2024, Castore’s deal with Aston Villa ended prematurely following kit complaints, while their looming termination with Leverkusen has sparked speculation.
Despite reporting a pre-tax loss of almost £29 million for the year ending February 2024, shareholders like former tennis ace Andy Murray and the Issa brothers support their steady sales growth. Tom Beahon remarks, “There’s going to be mistakes, there’s going to be setbacks.” Yet, the founders remain resilient, embodying the mantra of their brand, that “better never stops.”
