MARKETING TEARDOWN: SHINESTY

Summary from the TLDR Marketing newsletter

Shinesty is a men's underwear brand whose bold branding allowed it to take share from the incumbent industry giants. Its owned media – Instagram, TikTok, email, and website – feature a mix of memes, behind-the-scenes videos, and clever copy. The brand partnered with a college athlete for its paid media in their irreverent way: not signing a chiseled model, but instead using an offensive lineman to model its underwear. Shinesty has also taken a more chaotic (but on-brand) approach to earned media, gaining coverage for covering a customer's bail and offering free vasectomies.