The Freetrail Podcast with Dylan Bowman22 Mar 2024

Second Nature, Episode #1 | The Business of FURTHER & Kevin Plank's Return as Under Armour's CEO

This is episode #1 of Second Nature. A new media project from Dylan Bowman and Aaron Lutze, Second Nature focuses on the business of outdoor -- providing analysis and commentary on what's evolving in the outdoor, action, and endurance sport market. In the first episode tackle the following products:

Business planning process for FURTHER
The challenge of being authentic in a new category and with a new consumer
Developing footwear as a world-class apparel brand
The danger of losing focus on lululemon's core markets of yoga and athleisure
The vision, marketing, and distribution of FURTHER
What lululemon could have done better
History of Kevin Plank and Under Armour and his return as CEO
Brand, Product, Content: Substack & ROA Hiking

Next week we'll be back to talk a bit more about the short and long-term vision for Second Nature, the intersection of fashion and outdoor, and Rich Roll's new podcast network. In the meantime, signup for our newsletter.

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