Tracksmith has been doing the same type of thing for running, and I love it. They've eschewed the flashy neon super tech for a more subtle old school New England college/prep school flair. They don't have the kind of money to compete with the likes of Nike to attract the kind of top level talent, so instead they've cultivated a following by focusing on high level amateur runners. In a stroke of marketing genius they offered a "sponsorship" for the US Olympic Trials to any runner who ran an Olympic Qualifying time. The majority of those runners are full time employed at something other than running. So for the non pro's got some really nice kit for the Trials plus a $500 gift card to spend on Tracksmith gear throughout the year. I'm not exaggerating when I say that 75% of the woman's field and 30% of the men's field in Atlanta was wearing Tracksmith.