‘Move fast, break sh*t’: How a bold rebrand helped turn this sportswear brand into a multi-million dollar business

Rosie Drew

August 1, 2024 8:16

When it comes to standing out in Australia’s crowded fitness industry, one activewear brand believes it all comes down to “challenging the status quo”.

Multi-million dollar LSKD has come a long way in the 17 years since Queenslander Jason Daniel established the company.

Speaking on the latest episode of Mumbrella’s one-on-one podcast, the founder and CEO reflected on how he transformed from an avid BMX rider selling T-shirts to the local motocross community to managing a global sportswear empire.

The then-13-year-old Daniel, known as the Loose Kid within the biking community, turned his side gig into a business in 2002 with the launch of Loose Kid Industries. Five years later, it transformed into LKI as a wholesale business, producing motocross apparel.

Eventually, LSKD was formed in 2018, quickly establishing itself as a leading sports and leisurewear brand.

“One of our values is move fast, break shit. We like to challenge and dare to think differently – nothing is impossible,” Daniel told host Neil Griffiths.

He also stressed the importance of a team effort in developing and maintaining a successful brand.

“I truly believed [LSKD] could work because the team believed in it. Our team of 12 played a part in the transition, and I thought, if they back this, we can really make this shift. Some didn’t agree, which is why we had to make certain changes.”

With a mission to inspire people to be 1% better every day, Daniel said finding staff who are committed to encouraging the fitness community to be better was crucial.

“There were a lot of people that doubted it at the time. It was quite scary,” he continued. “I wasn’t humble enough. I made lots of mistakes.”

However, the risk paid off as LSKD has continued to grow, reaching record profits and most recently opening its first flagship store at Queensland’s Pacific Fair.