In this episode, Matt DiMauro and Will Diesel break down the story of a brand that once defined hard work and authenticity but lost its way chasing growth. They explore what happens when success tests your purpose, how leadership and focus shape long-term value, and what investors can learn from the rise and reset of a retail icon.

Takeaways

• Chasing growth pulled the company away from what made it special.
•  The move into lifestyle and athleisure diluted its performance focus.
•  It struggled to connect with both fashion and athletic audiences.
•  Competitors won by telling stories that built emotional connection.
•  Trying to be everything caused it to lose its core identity.
•  Poor decisions eventually showed up in the stock price.
•  Too many products blurred the brand’s message.
•  Trying to look cool alienated loyal customers.
•  Knowing your lane and staying in it matters.
•  The best brands make people feel something real.

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