# Advice Line with Chris Riccobono of UNTUCKit

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-07-30
- Length: 46m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit

## Summary

Chris Riccobono, co-founder of UNTUCKit, discusses the challenges of running two apparel brands, UNTUCKit and Greatness Wins, while navigating tariffs and rising customer acquisition costs. He advises caller Adrian Alvarez of Era Shorts on scaling an athleisure brand by focusing on specific tribes like volleyball players and raising capital early. Riccobono also counsels Preet Anand of Snug Safety on reaching seniors through trusted channels like radio and earned media, and Derek of Hockey Ninja on leveraging NHL clearance and player equity to grow his hockey equipment brand.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=0) Introduction: Chris Riccobono and Untuckit Update
- [3:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=214) Greatness Wins Brand and Wholesale Strategy
- [5:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=328) Marketing Untuckit Today: Paid Social vs. Traditional Media
- [6:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=418) Caller 1: Adrian Alvarez and Era Shorts Scaling Strategy
- [20:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=1257) Caller 2: Preet Anand and Snug Safety Senior Marketing
- [33:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=1998) Caller 3: Derek and Hockey Ninja NHL Clearance and Endorsements
- [44:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-30-advice-line-with-chris-riccobono-of-untuckit#t=2647) Riccobono's Advice on Founder Wellbeing and Resilience

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)

## Most relevant to

companies scaling up

## Mentioned

- UNTUCKit (product)
- Greatness Wins (product)
- Era Shorts (product)
- Snug Safety (product)
- Hockey Ninja (product)
- Claude (product)
- Peter Millar (product)
- Lululemon (product)
- Nike (product)
- Life Alert (product)
- Audi (company)
- Bayer MaterialScience (company)
- Macrolon (product)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [#83 Trade Spend & Retail Promotions 101 with Jake Huber (+ Niramaya)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya) (The Startup CPG Podcast)
- [095: Solve End-User Pain for Consumer Product Success](https://hardwarepodcasts.com/podcast/product-startup/2021-09-29-095-solve-end-user-pain-for-consumer-product-success) (Product Startup)
- [Founder Fundraising Journey: Craig Dubitsky, Happy Products](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-18-founder-fundraising-journey-craig-dubitsky-happy-products) (The Startup CPG Podcast)
- [#207 - FFUPs' Shutdown: Post-Mortem & Lessons for Brands](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-29-207-ffups-shutdown-post-mortem-lessons-for-brands) (The Startup CPG Podcast)

## Citing this page

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