Earle started wearing CSB toward the end of 2024 in workout videos on her TikTok. The influencer-turned-entrepreneur would tag the label when people asked what she was wearing in the comments, and quickly, CSB started gifting her product, just in time for her run on Dancing With the Stars, where she posted near-daily, mostly in the brand’s activewear. Flash forward to 2026, and CSB collaborated with Earle’s Reale Actives on the opening day of the pop-up, with CSB sets in Reale Actives’s pale green, a talk between the founders, and exercise classes.
This long-term, reactive approach to talent has helped bolster CSB. “Our response is focused on sustaining momentum,” Dillon says. “We’re continuing to build consistent storytelling around both the product and the broader brand, ensuring new customers understand what CSB stands for beyond a single moment.”
Pop-up power
IRL events have been key to the brand’s early success, with retail pop-ups in core cities where the brand is seeing social buzz or an uptick in sales. But for Dillon, even basing the location on data feels like a big risk. “When we had our first pop-up [in May 2022], I was sitting in my car crying. I kept saying, ‘No one is coming.’ I still get that feeling,” says Dillon. “But every time we get out of the car, there’s this massive queue of people who’ve been lining up all day. I think it’s something you should never take for granted as a brand, and that’s if you can keep that and hold on to that. I think that’s really important as you grow.” It’s worth the investment. The Miami pop-up saw 20,000 people visit the activation, with over 70% of customers buying from the brand for the first time, according to the brand.
It was the brand’s first 30-day pop-up, after experimenting with three-, seven-, and 10-day events in Miami, LA, and New York. It was held in a vast third-floor event space in the design district. “It was like moving into full retail territory,” Dillon says. “We are learning what CSB retail would look like. But it’s also a full experience. We take over studios. We secure a local partner [on food and beverage or skincare]. We love to do a full takeover of the district, where it feels like everyone is walking around with bags that say CSB.”