Second Nature

Dylan is back from UTMB with all the stories to share about the event - and more specifically, all the brands and athlete stories from the week. We run through all the top brand and product launches, discuss the key moments of the week, and dive into Dylan's Extremely Scientific Top 3 Athlete Kit Ranking. Also discussed was the ambush marketing on display and some of the new brands that appeared this year at the event.  Links: Freetrail UTMB Trailgating: https://www.youtube.com/playlist?list=PLzJmxVu-7Gn8TNh-hsJG1DpPdh4TSq-ST

Hoka at UTMB: https://www.hoka.com/en/us/hoka-utmb/

UTMB Champ - Vincent Bouillard Interview: https://www.youtube.com/watch?v=IHpms_dnQ0I

Salomon S LAB Ultra Glide Shoes: https://www.salomon.com/en-us/ultraglide

Norda 005 Shoes: https://footwearnews.com/shoes/sneaker-news/norda-005-trail-running-super-shoe-1203678149/

TNF Yves Klein Kit: https://www.thenorthface.com/en-us/collections/summit-series#trail-run

Wise Trail Running: https://en.wisetrailrunning.com/

Matt Walsh/Trailmix UTMB Viewership Data: https://wearetrailmix.substack.com/p/utmb-is-growing-but-where-are-the

Matter of Brand/Matt Trappe - UTMB Ambush Marketing: https://amatterofbrand.substack.com/p/blowing-the-speakers-at-utmb?r=3a0aix

BPC:

The North Face Campaign: https://www.youtube.com/watch?v=WKTwnQMb2vw

Freefly Systems: https://freeflysystems.com/

Glue Guys Podcast: https://joincolossus.com/series/glue-guys/

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We are on the cusp of a meaningful inflection point in the world of mountain biking. For the first time in its 20+ year history, Red Bull Rampage will welcome an entire field of women to the event. This wasn't a snap decision, it came from dedicated people like Katie Holden, who worked with the brand, the event organizers, and the riders to create the momentum to make this a reality. In this podcast, we dig into the backstory of how this came to be - and we have an unfiltered conversation about the struggles and successes that eventually unlocked such an important opportunity for the sport of mountain biking.

 

Links:

Red Bull Rampage: https://www.redbull.com/us-en/events/rampage

Women's Roster: https://www.redbull.com/us-en/events/rampage/women-athlete-roster

Red Bull Formation: https://www.youtube.com/watch?v=UvgbMsrgAC0

Katie's Trophy Truck Jump in Mexico: https://www.youtube.com/watch?v=UbHJO42lBCc

Casey Brown: https://www.instagram.com/casey__brown__/

Rebecca Rusch - Blood Road: https://www.redbull.com/us-en/films/blood-road

 

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Matt Sharkey rejoins the podcast for this week's dive into outdoor industry news. We start with the state of the industry for outdoor retail. Matt and Aaron go deep on specialty retail and some of the emerging brands in the space - including a brand called Satisfy, who just made an interesting hire to expand their offering to include footwear. Building on that conversation, we explore which "Challenger Brand" is most likely to unseat Nike at the top (and if it could even be possible). Next, we dive into an acquisition in the metabolic health space, followed by our closing segment where we highlight our favorite things in brand, product and content. 

 

Links:

Build by Tony Fadell: https://amzn.to/4gpfzwM

The Rise and Rise of David Geffen: https://amzn.to/3zhYUu6

The War of Art: https://amzn.to/3TtNIS5

Satisfy Brand: https://satisfyrunning.com/

Oura x Veri: https://ouraring.com/blog/welcoming-veri-and-furthering-our-metabolic-health-ambitions/

 

BPC:

Wild Company book: https://amzn.to/4d5COJ6

HIBT with Banana Republic: https://podcasts.apple.com/mx/podcast/banana-republic-mel-and-patricia-ziegler/id1150510297?i=1000664839923

Red Bull x Prada bike video: https://www.instagram.com/reel/C_0kFJGIbZk/

Red Bull x Prada wakeskate base jump: https://www.instagram.com/redbull/reel/C0bpOHni9w1/

 

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Jess The Maker is an internet sensation from the mountain bike world, creating fun and accessible content that connects riders of all skill levels and makes the newest members of the sport feel welcome. In just two years, she's developed a massive following, which has turned content creation into her career. In this episode, she shares insights for content creators and brands alike - everything from pitching partnerships to best practices for collaboration. Aaron was taking notes the entire episode - you might want to grab a pen and paper for this one, too.

 

Show Notes:

Jess The Maker on Instagram: https://www.instagram.com/jessthemaker

Jess The Maker on YouTube: https://www.youtube.com/@jessthemaker

Dirt Scouts: https://dirtscouts.co/

 

BPC:

Olympic Mountain Biking and Tom Cruise: https://www.youtube.com/watch?v=9CahdsQFjwQ&t=202s

 

Rebecca Rusch - Brain Storm Trailer: https://www.youtube.com/watch?v=kirqcZGSPq0

Brain Storm Podcast: https://podcasts.apple.com/ca/podcast/womens-performance/id1559405048

 

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media

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Today on the podcast, we're digging into the reason why brands are switching from athleisure and fashion-based products back into performance styles. Our good friend Steve Holmberg joins us again this week to also discuss the acquisition of MapMyFitness by Outside+ as well as a shift in big box retail chains globally.    If you want to join the Second Nature Slack Channel (it's free), hit up this link here to get access.   Links: The North Face's Innovative Offtrail Sneaker Features Kevlar Reinforcements, Speed-Lacing and a Hefty Tread   Lululemon Pulls Breezethrough Leggings Line, Stock Price Targets Cut | SGB Media Online   Foot Locker and JD Sports Are Taking Divergent Approaches to Growth. Which Is Working Better?   How Footwear Is Driving Dick’s Sporting Goods’ Push into Lifestyle   BPC: Steve: Americas Cup Aaron: DJI NEO Drone    Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Jamie O'Brien is a legendary surfer, content creator, and now owner of multiple retail locations throughout Hawaii and California. The Jamie O'Brien Surf Experience builds on the momentum that Jamie has developed over the past decade of producing films and YouTube content. After experiencing one of Jamie's retail locations in Hawaii firsthard, Aaron recounts his experience to fellow athlete content creator Eric Lagerstrom to break down everything he learned. After a bit of backstory as to how Jamie got here, Aaron and Eric dive into how they might apply those same lessons to other sports.   Links: Jamie O'Brien Surf Experience Jamie's YouTube Channel Jamie's Stay Psyched Clothing Line Jamie on Instagram   Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Steve Holmberg joins Aaron this week on the Friday podcast to fill in for Dylan while he's out of the country at the super bowl of trail running, UTMB. Steve was a director of strategy and consumer insights at Nike for the past 17 years, and has a wealth of knowledge and experience to pull from during this session, giving context to the latest in outdoor industry news and prompting some galaxy brain discussions as well.   Show Notes: Stephen Holmberg on Linked In StockX: Jordan and Nike down double-digits  Kevin Plank can't let go of Under Armour Has running gear gone too far?  The rise of run clubs   Brand, Product, Content:  Steve's BPC: Snoop Dogg x Solo Stove Aaron's BPC: The Personal Brand Foundry    Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

Matt Sharkey joins the pod! Our good friend and mentor with a wealth of experience and insight from a career in and out of the Outdoor industry was in town for a special chat to lay the groundwork for what we hope will be many, many more appearances. As someone who has worked in skate, music, retail, softgoods, tech, CPG and ran his own agency, his perspective on building a career is one-of-a-kind. Sharkey is another great example of someone who has raised their hand on multiple occasions, and opportunities have come his way as a result. BPC Links: Matt: 100 Reasons Why - Adidas Terrex: https://www.youtube.com/watch?v=tBKsRpAns48 Aaron: Layers Of The Games: https://www.instagram.com/p/C-dLOFgvOxM/?utm_source=ig_web_copy_link Dylan: Build by Tony Faddell: https://amzn.to/3As7ZRj

  Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Listen on Spotify: https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=1898c92bfe594a4c Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

This we discuss the latest earning announcement from Amer Sports and specifically about the massive momentum for Arc’Teryx driven by growth in their footwear division.

 

Next we talk about the Factory Racing team vs Privateer model in mountain biking and how the factory racing team format could be adopted by other sports – a great back and forth conversation with at least a few galaxy brain ideas.

 

Of course we finish with BPC where we send you off with some great stuff we noticed this week. 

 

Links:

 

Arc'Teryx footwear growth: https://footwearnews.com/business/business-news/amer-earnings-guidance-q2-led-arcteryx-1203678318/

 

Speedland's new shoes: https://www.runspeedland.com/

 

TTL Devo Squad: https://thattriathlonlife.com/pages/ttl-development-team

 

Cut Media: https://cutmedia.com/

 

Christiano Ronaldo's YouTube: 

https://www.youtube.com/channel/UCtxD0x6AuNNqdXO9Wp5GHew

 

Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Follow us on Instagram: https://www.instagram.com/secondnature.media Listen on Spotify: https://open.spotify.com/show/08ILHaCFj9SabAvWe2ORD4?si=1898c92bfe594a4c Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia

If you've ever used an app to track your movement, there's a solid chance that today's guest had a hand in developing it. Maris Jameson's approach to product design and her story of how she got here is just as inspiring as it is thought-provoking. While Maris's journey started in footwear design, she made some interesting pivots along the way to find her true calling. With experience at MapMyRun and Nike Fit Club, she now works as a product designer at Oura, where she impacts millions of users from professional athletes to those of us who are just taking their first steps toward a healthier lifestyle.

  Show notes:   Oura Ring: Compassionate Product Launch: https://ouraring.com/blog/new-personalized-activity-features/?srsltid=AfmBOorU8LKUDCpxQp4XxFCtuC_KmdCArdIev7jNQW7r_aM39ikUtSaY   Maris Jameson: https://ouraring.com/blog/building-movement-for-all-at-oura-meet-maris-j-our-activity-product-manager/   Under Armour Connected Tech: https://www.underarmour.com/en-us/t/connected-shoes-page.html   Mary Cain NYT Article: https://www.nytimes.com/2019/11/07/opinion/nike-running-mary-cain.html   Oura - All Hours: https://www.youtube.com/watch?v=_T7wU3sIXHw   Aaron's BPC: SEEQ Protein Mix: bit.ly/3SKKMA6