What Millennials Want From The Athletic And Outdoor Industry

What Millennials Want From The Athletic And Outdoor Industry

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. 

Niche Brands Are A Growing Footwear Trend

Niche Brands Are A Growing Footwear Trend

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

Why Brand Heritage Matters So Much: A Footwear Industry Consultant’s Perspective

Why Brand Heritage Matters So Much: A Footwear Industry Consultant’s Perspective

Having a clear understanding of this is essential to building a strong brand that connects with customers. In today’s world, there is no tolerance for weak brands. Over the years we have seen some epic brands get buried in the noise as a result of reacting to market trends...

How Kevin Garnett’s Basketball Shoe Launched In Eight Months

How Kevin Garnett’s Basketball Shoe Launched In Eight Months

It all started with an urgent email from the top executives at Anta, China’s largest athletic company. They had a new opportunity that would put their brand in the international spotlight and wanted Concept 21 to make it happen. 

Decoding 2017 Athletic Footwear Trends

Decoding 2017 Athletic Footwear Trends

A sample from our first chapter of the 2017 Footwear Impact Report.