Turning Community and Experiences into Brand Loyalty | Courtney Weis of FP Movement

Marketing Happy Hour

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How do you take a brand from a category extension to a powerhouse of its own? Courtney Weis, Managing Director of Brand Marketing at FP Movement, joins us to break down how the brand evolved from Free People’s activewear line into a standalone force with over 50 stores. She shares the key strategies behind building brand momentum, crafting authentic influencer partnerships, and leveraging experiential activations to deepen customer loyalty. Plus, we dive into what it takes to cut through the noise in today’s crowded market, test and refine marketing strategies, and turn in-person experiences into measurable brand impact.

Key Takeaways:

// Scaling with Intention – How FP Movement positioned itself as an independent brand while staying true to Free People’s DNA.

// Beyond the Feed – FP Movement’s approach to influencer marketing that actually drives conversation and ROI.

// IRL Impact in a Digital World – Why experiential marketing still matters, how FP Movement measures success, and the role of data in shaping future campaigns.

Connect with Courtney: LinkedIn | Instagram

Learn more about FP Movement: Website | Events Calendar | Run Day in Your City

The Corner Nordstrom Pop-Up (through April 27, 2025)

FP Movement Studios:

• Austin

• Chicago
• New York

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