‘Speedgoat’, The most Powerful Brand in Trail Running?

Earlier today Hardrock announced a partnership/sponsorship with Karl Meltzer’s ‘Speedgoat Trail Running Co.’ and that made me think how far this name has made it. What started (most likely) as one of those old school ‘trail names’ that folks who thru hike give each other, has become Karl’s brand identity, but so much more, right?

• Hoka’s Speedgoat shoes are legendary and were created in partnership with Karl. But in a stroke of genius Karl never gave away the rights to the name ‘speedgoat’. And you’d think a brand like Hoka would GIVE A LOT to own that name outright in the trail space.
• But no, there’s also the Speedgoat Mountain Races by UTMB. That event Karl sold to UTMB/Ironman and again he was able to keep the name for himself.
• And not just as a ‘personal trail name’ but he still (or started up again) his Speedgoat Trail Running Co. offering coaching, running retreats and selling gear on his website.

According to the US Trademark office Karl has owned the trademark for ‘Speedgoat’ for over a decade, which might explain with neither Hoka or UTMB were able to pry it away from him. Kinda brilliant, I must say.