We’re all in this together: How brands like Glossier, Vuori, and FP Movement Build Community

We’re all in this together isn’t just an Iconic lyric from High School Musical - it’s what you want to feel when it comes to community. 

Think about some of your favorite brands. Think about the first product you bought from them. Somewhere along the way they became your favorite brand and now you’re a repeat customer.

You’re in a long term relationship you didn’t know you needed. Just like any relationship, it takes time, energy, and effort to maintain that customer relationship. You want to feel valued, seen, and heard. How can brands replicate this sentiment? Two words: community marketing! 

We’re not just buying anymore, we’re belonging: The shift from traditional to community

Consumers don’t want to feel like they’re in a one sided transactional relationship, instead they are looking to build relationships with brands that last. We’re in it for the long haul. The emphasis is no longer solely on buying but now belonging. We’re all looking to be a part of something bigger.

So... What is community marketing?

Community marketing is all about bringing people together, connecting you with brands and with each other in spaces that actually feel fun and welcoming. It’s less about selling and more about building real relationships.

Success here isn’t just about making money, it’s about engagement, loyalty, and growth. Are you in it for the long haul?

What Community Marketing Actually Looks like (IRL)

So what does community marketing actually look like in real life? Here’s how brands are making real connections happen:

• Events that turn people into customers (connection)
• Authentic ambassador programs (people)
• Purpose-driven communities that go beyond products (meaning)

Events that promote relationships (connection)

Community marketing comes to life at events! Think of it like quality time (think love language). These aren’t just events you scroll past on Instagram.

They’re the kind you actually want to show up for. Athleisure brands especially are nailing this by hosting run clubs, in-store workouts, and more. If you’re looking for a fun (FREE) workout this is your sign to join in.

Free People Movement: Studios, Run Clubs, and Tennis Clubs

Free People Movement is taking over event activations: 22 cities and counting! They’re all about in-store events, movement classes, and even tennis meet-and-greets (hello, Emma Navaro!).

Their run and tennis clubs are the perfect way to get moving and make new friends, no matter your skill level. If you’re looking for a girl-powered community, this is it.

Vuori: ACTV Clubs, Meet & Greets, and Strava Challenges

Vuori is also totally crushing the community game. Did you know they host monthly ACTV clubs at every store? Yup, you get a free workout, snacks, and shopping—all in one go.

Plus, they team up with local studios, so you know it’s going to be good. If you haven’t tried one yet, this is your official invite. Free workout, friends, and fun? Yes, please!

Ever dreamed of meeting your favorite athlete? Vuori makes it happen with their athlete and ambassador meet-and-greets. They even teamed up with Jack Draper during the U.S. Open for an in-store event. And get this, they ran a Charity Water challenge where over 40,000 people walked more than 200,000 miles together. Talk about community goals!

Key Takeaway #1

• Community events seamlessly showcase products and build lasting connections. Running, tennis, and active clubs foster both purpose and product loyalty.

Authentic ambassador programs (people) or ambassador programs that work

Let’s talk about ambassador programs that actually work. The best ones (Gymshark and Glossier) are all about real people sharing real stories. Ambassadors are the heart of the brand.

Gymshark: Gymshark Athlete Program

Gymshark is proof that authentic ambassador programs are everything. The founder started by DMing micro-influencers at his gym, no big celebs, just real people with real stories. He knew that people don’t just follow brands, they follow journeys. It’s all about the lifestyle and the story behind it.

What makes Gymshark’s ambassador program work?

• Ambassadors are chosen because their fitness journey matches the brand’s vibe. No boring applications: Gymshark scouts people based on their content and authenticity.
• Emphasis on content creation and storytelling
• They were all about micro-influencers before it was cool.

Glossier: Customer-first Approach​

Glossier’s community marketing builds a brand people identify with, not just use. Instead of traditional ambassadors, Glossier’s advocates are its users. "You Look So Good" because you are the brand. Customers are Glossier’s strongest marketing asset. Glossier always puts community first.

What makes Glossier’s ambassador program work?:

The Customer is involved in every step of the process

• Glossier is obsessed with their customers (in the best way). They actually listen and create products based on what you want and need.

• They fill their socials with your content, from product development to launch. That kind of authenticity is what makes their community so strong.

• Glossier’s whole strategy? Real people, real results. Their customers are the creators, the ambassadors, and honestly, the heart of the brand.

Generation Glossier: Apply Here

Powerful feedback loop

Customer buys product → Customer shares routine → Customer generates content → Content drives more traffic and trust.

Key Takeaway #2:

• Ambassador programs are your secret weapon for building a strong community. When you find creators who truly vibe with your brand, the magic happens.

Purpose-driven communities that go beyond products (meaning)

Some brands take it to the next level and build communities around what they believe in, not just what they sell. Here, it’s all about values and purpose.

Patagonia and Rare Beauty are the gold standard for purpose-driven community marketing. At this level, it’s not about influencers or loyalty points, it’s about shared beliefs. Think of it as brands doing acts of service, standing for something bigger, and giving people a cause to rally around.

Patagonia: Environmental Responsibility 

Patagonia is the ultimate example of a brand that puts purpose first. They lead with environmental responsibility, not just sales.

Remember their 'Don’t Buy This Jacket' campaign? They told people to buy less on Black Friday! Their Worn Wear program is all about repairing and reusing instead of replacing. Every campaign is a love letter to their values.

What defines its community:

• Built around shared environmental and sustainability values
• Encourages repair and reuse over constant consumption
• Strong investment in environmental activism and nonprofit work

Patagonia’s community works because the product comes second. People are buying into the brand’s purpose and identity first.

Rare Beauty: Mental Health and Beauty Standards

Rare Beauty is all about building a community around mental health and redefining beauty standards. Beauty here feels real, honest, and totally human.

Their Rare Impact Fund supports mental health services, so every purchase actually makes a difference. Their message? Self-acceptance over perfection, always.

What defines its community:

• Centered on mental health awareness and emotional well-being
• Strong emphasis on self-acceptance and redefining beauty standards
• Rare Impact Fund ties purchases to real-world mental health support.
• Content focuses on authenticity rather than aspiration.

Rare Beauty works by creating space for vulnerability in beauty culture. The brand feels less like a typical cosmetics company and more like a conversation about self-perception.

Key Takeaway #3

• Purpose-driven communities are the strongest when a brand stands for something real. That’s when loyalty stops being about the product and starts being about shared values.

Final Takeaways

Community marketing, at its core, is about building relationships that actually mean something. It’s about creating spaces where people feel seen, valued, and part of something bigger than themselves.

Whether that shows up through people's shared experiences, relationships with the brand, or a deeper sense of purpose, the goal stays the same: belonging.

The future may be AI, but so is community marketing. Community is something that can never be replaced.

One final note: as you build your brand, focus less on being seen and more on making people seen because at the end of the day we all just want to belong to something. 

🪽 Written by Louise Palmer