Ride the Wave: How Small Brands Can Capitalize on Sudden Exposure

Ride the Wave: How Small Brands Can Capitalize on Sudden Exposure

At FRWD, we like small moves. Small, constant actions that add up to big results is kind of our thing. When you focus on progress, even small progress, you can make your own luck. That happened recently for ASIYA Sports – the first brand selected as our Pay it FRWD pro bono gift to our clients last December.

ASIYA, specializing in culturally appropriate athletic gear, found itself in an enviable position in March 2017. Nike (heard of them?) announced the release of a line of sports hijabs for female Muslim athletes. What had been a relatively quiet market was suddenly in the spotlight. Consequently, social chatter around sports hijabs skyrocketed and ASIYA’s site experienced a flash flood of traffic. Here are the lessons we learned:

  1. Be nimble; change plans if you have to.

In light of the Nike news, ASIYA expedited the launch of their media efforts. Their measured well-measured plan to run media after launching their online store was no longer fast enough. ASIYA made a quick pivot to ensure their store was visible at the peak of interest. Since launch, ASIYA has consistently attracted purchase-intent consumers to the site.

  1. Use it to define your brand voice.

For new brands, developing a unified voice requires some figuring. When cast in sharp relief with a brand of Nike’s scale, clear points of differentiation give potential consumers something tangible to act on. Two key points at ASIYA include their American manufacturing and deriving inspiration from their immediate community.  Knowing how to distinguish yourself is a foundational aspect of building a relationship with consumers.

  1. Keep it Positive; enable your fans’ to advocate on your behalf

Although ASIYA beat Nike to market, simply pointing that out trivializes the community-focused and egalitarian brand ASIYA has established. Instead, ASIYA used the opportunity to highlight some positive press they’ve received in the past and allowed their fans to point new consumers to ASIYA. Consumers tend to trust their friends more than brands; allow your fans to be brand advocates.





Since the Nike news broke, average daily traffic to ASIYA’s site has lifted more than 100%. Even more encouraging, since the beginning of April, ecommerce conversion rates have lifted nearly 150%, and average order value has lifted 20%. In other words, although the Nike news came and went quickly, ASIYA’s success has been no flash in the plan. ASIYA small-moved their way into some good luck, and did not squander it. Their story offers an example to small brands looking for a big break. For other case studies, visit our Work page.