From Gymshark's return to roots to On's impressive growth in running, the brands with the clearest focus are pulling away. Here's why it matters for product teams.
Loved this article. It’s been so interesting to see the shift. Whilst at Nike I was warning of the sport specific disrupters all of whom only want 1% of their business in each area and focus purely on that consumer.
Satisfy and On.
Alo Yoga.
Gymshark.
Every other small brand.
Nike tried to take the revenue from from each category whilst taking away community resources in skateboarding, training, yoga and more. Meanwhile Soccer, Basketball get so much resources but in reality are there to drive brand but not revenue. Whilst the disrupter brands are using their focus as their brand driving position so it’s a fascinating shift.
Great to hear your insights especially having worked at Nike. I am just observing from the outside-in, but cool to hear you share similar sentiment whilst working there. Looking forward to seeing what you have planned with Db. Heading to Maldives in May so might have to pick up the 7'6 coffin as now riding a 6ft 9 mid length because of my shoulder injury!
Loved this article. It’s been so interesting to see the shift. Whilst at Nike I was warning of the sport specific disrupters all of whom only want 1% of their business in each area and focus purely on that consumer.
Satisfy and On.
Alo Yoga.
Gymshark.
Every other small brand.
Nike tried to take the revenue from from each category whilst taking away community resources in skateboarding, training, yoga and more. Meanwhile Soccer, Basketball get so much resources but in reality are there to drive brand but not revenue. Whilst the disrupter brands are using their focus as their brand driving position so it’s a fascinating shift.
Great piece, loved it.
Thanks so much mate.
Great to hear your insights especially having worked at Nike. I am just observing from the outside-in, but cool to hear you share similar sentiment whilst working there. Looking forward to seeing what you have planned with Db. Heading to Maldives in May so might have to pick up the 7'6 coffin as now riding a 6ft 9 mid length because of my shoulder injury!
oh yes, solid choice! Went to the Maldives the last two summers, absolutely epic times!
nice writting, enjoyed this piece.
Great piece and love the case of Gymshark. It's so rare for a brand to pivot to recenter their focus. Even rarer for a brand to do it so well.
A side note, Pas Normal actually has tried to stretch categories, namely running (+ training). You can find their Balance collection here! https://pasnormalstudios.com/us/collections/balance