£3m Viral Football Brand Dominates Market But Wants More!

Last updated: January 22, 2025

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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Creating a new product category isn’t easy, but Glove Glue shows how focusing on a specific niche can lead to global success. Here’s how they built a £3m business selling grip spray for goalkeeper gloves.

Business overview:

  • Created a new product category in goalkeeper glove care
  • Currently selling in 55 countries globally
  • Revenue approaching £3m annually
  • Product sold every 150 seconds worldwide
  • 30% domestic (UK) market, strong presence in US, Japan, Korea, Scandinavia

Distribution strategy:

The business operates through three main channels:

  • Marketplace (primarily Amazon)
  • B2B (direct retail and distributors)
  • Direct-to-consumer (D2C) website

Key success factors:

Category creation:

  • Identified clear customer need
  • Built awareness through education
  • Established market leadership
  • Created complementary product lines

Channel strategy:

  • Multi-channel approach
  • Strong marketplace presence
  • Strategic B2B partnerships
  • Growing D2C focus

Geographic expansion:

  • Localised approach to key markets
  • Partnership with Global-e for international sales
  • Strategic retail partnerships
  • Market-specific product offerings

Marketing strategy evolution:

The brand focuses heavily on:

  • Social media presence (875K Instagram, 870K Tiktok and 200K YouTube subscribers)
  • Educational content
  • Peak season optimisation (40% of revenue in Q4)
  • Strategic retail partnerships

Future growth areas:

D2C development:

  • Subscription model potential
  • Web-exclusive products
  • Enhanced customer experience
  • Loyalty program development

Market expansion:

  • Localised Shopify stores
  • 3PL partnerships
  • Market-specific marketing
  • Regional inventory management

Brand protection:

  • Maintaining category leadership
  • Product innovation
  • Strategic pricing
  • Channel management

The key learning from Glove Glue’s success is that dominating a niche can be more valuable than competing in broader markets. By focusing on solving a specific problem and educating their market, they’ve built a sustainable global business.

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