Outside (Digital)

Outside (Digital)

1 Issue, September 2017

CONNECTOR

CONNECTOR
“In our organization, we look at sports as a lifestyle. The culture of sports transcends everything. The people we connect with most don’t draw lines between ‘He’s a musician. He’s an entertainer. He’s an athlete. He’s an artist.’ It’s all one big fluid world for them. That’s our starting point. So everything we do must be born from some cultural insight. That is critical to how we bring technical and material innovation into our products. If you start with technical innovation, things might become too rational or cold, or maybe it’s something that somebody buys to run a race but leaves in a bag when they’re done training. “When I came into my role, we were very calendar driven. In our effort to streamline efficiency, we had really stripped away a…
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Outside (Digital) - 1 Issue, September 2017

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