Blackbird-backed Tracksuit raises $38m to disrupt traditional brand tracking
The Auckland-based startup is expanding globally as brands look for smarter ways to measure marketing impact in an AI-driven world.
Most companies spend more on their Christmas party than they do finding out what punters actually think of their brand. That’s because traditional market research has long been the preserve of large corporates with million-dollar budgets and months to wait for results.
Now, Blackbird-backed Kiwi startup Tracksuit reckons it can democratise the whole game — and it’s just raised a $38 million Series B round to prove it.
The oversubscribed round was led by VMG Partners, a San Francisco-based consumer brand investor, with participation from existing backers including Blackbird, Icehouse Ventures, Altos Ventures and Footwork.
Phoebe Harrop Meadows, a partner at Blackbird, described Tracksuit as “one of the fastest-growing success stories in our portfolio”. She said that while performance marketing has been optimised down to the decimal point, brand building remains “stubbornly hard to measure”.
