IM8, the supplement brand co-founded with David Beckham, did not exist twenty months ago. This quarter alone it did $45 million in revenue. $21 million of that came in July. That is a $251 million annualized run rate. They nearly doubled acquisition spend and CAC did not blow out. It actually dropped to $239. That is the whole game. The company that can spend the most profitably takes the market share fastest. Old brands think in shelves, wholesale, and yearly campaigns. New brands think daily creative, cohort economics, LTV to CAC, and subscriptions. The best product is not enough anymore. You need the best machine for creating demand alongside it.
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