Tracksuit, a modern and always-on brand tracking platform that helps marketers and agencies measure and communicate the value of brand-building, announced a $25 million Series B funding round. The round was led by commerce enablement and consumer brand investor VMG Partners, with participation from existing backers Altos Ventures, Footwork, Blackbird, and Icehouse Ventures.
Momentum: Since launching in 2021, Tracksuit has scaled to serve 1,000 brands, including Athletic Brewing Company, Opendoor, Turo, Steve Madden, and The RealReal, enabling them to track critical brand health metrics like awareness, consideration, usage, preference, and perceptions across major global markets. The company delivers this data through a live, AI-powered dashboard that makes brand tracking intuitive and actionable.
What Tracksuit does: Tracksuit is at the forefront of two converging shifts in the marketing landscape. And as brands increasingly recognize that long-term growth depends on what consumers think and feel, there is a renewed focus on brand-building and the need for a sophisticated understanding of brand impact. At the same time, advances in technology and AI are democratizing consumer insights, making high-quality data and actionable intelligence accessible to brands of all sizes, not just those with enterprise budgets.
Tracksuit is gaining traction as the powerful solution for marketers, product teams, and executives to make smarter, faster decisions. Whether shaping a five-year strategy, testing new products, or optimizing brand campaigns, organizations now have access to insights that were previously only available through time-intensive and expensive research reports.
How the funding will be used: The new funding will advance Tracksuit’s mission to establish itself as the standard language for brand tracking. Currently tracking 10,000 brands, the company plans to double this figure to 20,000 by the end of 2025. This growing dataset will underpin several new product launches expected later this year, many of which are already underway.
KEY QUOTES:
“Historically, brand tracking has been expensive, outdated, and inaccessible. We built Tracksuit to change that, giving teams a simple, affordable, and always-on way to measure brand performance. When brand data is visible and actionable it drives smarter decisions and stronger performance. Our goal is to bring brand data into every boardroom, and with VMG, we gain a partner who truly understands scaling consumer brands, and their support will be key as we accelerate growth.”
Connor Archbold, Co-Founder & CEO of Tracksuit
“In working with Tracksuit, we’ve observed first-hand the impact that accurate and reliable always-on brand tracking can have on our marketing efforts. We’re celebrating this milestone investment for Tracksuit and are looking forward to the platform’s continued journey of making brand tracking even more accessible and powerful for businesses like ours.”
Matthew Kerbel, Global Brand Strategy Director at Turo
“Tracksuit solves one of the hardest problems in marketing — quantifying brand performance in a clear, continuous, and cost-effective way. Brand is a company’s most important asset, and Tracksuit enables businesses to make faster, more data-oriented decisions toward building durable brand leadership.”
Sam Shapiro, Partner at VMG Partners
