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