Did Lululemon's FURTHER Go Far Enough?
And a discussion about Under Armour's leadership change.
Starting Line
Welcome to the first ever Second Nature newsletter, our weekly digest of news and updates in the business of outdoor. You’re here early, we appreciate your support as we begin building the thing that we’ve been wanting to create for years. It’s finally happening and we couldn’t be more excited.
The Latest
This is the first ever Second Nature podcast - something that we’ve both been wanting to do for quite some time. We kicked it off with a discussion about Lululemon’s FURTHER event, breaking down how something like this would have been built from the perspective of business planning. We also discussed the latest leadership change at Under Armour, and how we expect that to impact their business.
Brand:Product:Content
When Dylan mentioned ROA Hiking on the pod this week, Drake quickly took notice and added it into his wardrobe. Who knew he was listening to the pod?! ROA is taking outdoor gear in a new direction, pushing the boundaries of functional gear into fashion. For years, outdoor gear was all about utility and functionality, never really a fashion statement. ROA Hiking has already done some high profile collabs with brands like Stussy, making this an official outdoor fashion brand. HighSnobiety did an article about “Quiet Outdoor” to capture this trend.
What Are You Reading?
This book is absolutely foundational, The Infinite Game is a change in mindset for anyone who is working and charging toward goals. For both of us, this book redefined how we think about goals, how we spend our time, and what really matters. The basic idea behind this book is how you might think differently about building a project that will never end, as opposed to something that has an end date to it. When there’s no finish line, how do you reframe your goals?
On The Horizon
There is definitely more to the picture than Dylan and I riffing on outdoor business. Stay tuned for the next episode of Second Nature, where we’ll share a bit more insight into the full picture of what we’re building. Don’t forget to subscribe to the podcast on YouTube or wherever you listen to podcasts.