Top brands continue to drive performance as a guiding principle yet millennials, who mainly do physical activity for fitness, don't really care about cracking the two hour marathon or summiting K2 millennials. For them it is all about maximizing fun.
There is a strong disconnect between legacy brands and the generation that possess the most buying power in history – Millennials. Brands are also facing an additional strain caused by the goliath, Amazon, who, in more and more industries is being cited as the destruction of established brands and retailers. So, who is winning? Niche brands. Or at least the feeling of a niche brand