1.

0: Internal & External Digital Marketing Audit

PESTEL Analysis
Hylo athletics is a British shoe-making footwear brand which is using predominant material at
their Sheffield factory. They are only using premium materials and take the footwear-making
business seriously. The PESTEL analysis will help the organization to understand its current
marketing position and will help them to expand.
Political: The Company operates its business online and thus they are globally selling its
products which greatly influences its performance. It is important for the organization to consider
certain factors such as taxes, legislation and stability of the country in which they are operating
their business. The ongoing financial instability can sometimes affect the organization but
creating employment opportunities will diversify the demand for the product and its workforce.
Economic: This is an important factor and is mainly dependent upon the cost, demand and profit
of the organization. It is therefore important for the organization to keep themselves aware of any
change in policy such as tax and other factors which can affect the financial stability of the
organization. Although the business is growing internationally, they are mainly dependent upon
the market of the UK which generates its major market share.
Social: Social factor plays a major role in indicating the taste of the customer preference and
moving them towards a bulk shopping experience. The company has a large number of products
made with excellent quality material that enhances the taste of the customer and provides them
excellent shopping experience.
Technology: The technical factor has bought a lot of opportunities for the organization to expand
its market presence. They have provided online shopping facilities and brought ease to the
shopping experience of the customer with online payment facilities and same-day delivery
options.
Environment: The company is committed towards reduce the global carbon footprint. They have
a sustainable practice of making shoes and thus they create shoes with only sustainable materials.
They are also dedicated to minimizing the waste in their stores by increasing social conscience
among their customer.
Legislative: Government policies and legislation impact the performance of Hylo athletics. The
government has introduced certain norms that mention the company cannot increase the price of
the product without prior notice. The company is working on reducing the cost of manufacturing
and also provides various promotional offers to benefit the customer with excellent practices and
services.
Patrick Bamford, Leeds United and England footballer, commented: “Hylo’s focus on blending
performance and impact is what drew me to the company and mission. Products that perform that
don’t compromise the planet have been long overdue in the sportswear space. I am excited to be part
of the journey and shape what future products the brand brings to market.”

The fresh funds will be used for product and brand development, as well as sales and marketing
expansion.

Michael Doughty, former professional footballer and Co-Founder and Managing Director
commented: “John, Jacob and I founded Hylo to provide the Athlete with products that not only
perform but that drastically improve the impact that sportswear is having on our world. With the
continued support of our initial investors and by welcoming Eka Ventures, Redrice and Mahr
Projects into our Series A round, we have a team and the resources to continue on that journey and
change the future of Sportswear.”

Jon Coker, Managing Partner of Eka Ventures: “We back founders building positive system change
in large and impactful industries. The sportswear industry is exactly that, it not only has a huge
environmental footprint, but it also has a huge influence on the athletes it elevates. When we met
Michael, Jacob and John it was clear their vision for hylo was genuine system change. Everything
they do is focused on the unique combination for performance and sustainability, whether it be the
advanced materials they use, their sales models or the way they work with athletes. We are thrilled
that they chose to partner with us as they deliver on their vision.”

Hylo Athletics’ Ethical and Sustainability Practices

Materials:
As some of the most ethical and sustainable running shoes, expect to see only the following in their shoes
(in order of % content):
Corn Spring® (their proprietary midsole technology), corn fiber, natural rubber, Algae Bloom™, water-
based glue, organic cotton, castor bean oil, and a tiny bit of polyester for the ring holding the laces in
place.
Each pair prevents 300g of plastic from being created!
Supply chain & labor practices:
One of Hylo’s mottos is, “Be honest, always”. They’re passionate about transparency (we’ll be reaching
out to find out more).
Their manufacturing partner is SEMS in Putian, China whom they regularly audit to ensure that working
conditions and pay are fair.
Green business practices:
Here’s where Hylo really stands out: their shoes are recyclable! Just send them back to the brand to feel
good, and get a £10 credit.
They’ll break them down and use the materials to make new products.
They also prioritize local supply chains (sourcing six out of nine materials within 100km of the factory),
minimize packaging, and offset their already tiny (7.83kg CO2e) carbon footprint.
Their offset installs biogas digesters to decompose organic waste to replace coal or wood as fuel.