Columbia Sportswear’s New Compass
For years, Columbia sat in the "meh" middle of the outdoor gear world. Not premium like Arc'teryx, not purpose-driven like Patagonia, not scrappy like Cotopaxi. Just
My Favorite Types of Heavy Lifts,
I’ve been engaged in physical activity almost my entire life. I’ve also been creative my entire professional life. And I’ve often thought, as I’m just about to superset myself into red-faced oblivion, that there must be overlap between those two
Insights into Building Comprehensive Brand Guides
Every company benefits from a brand guide, from a small business to a multi-million dollar corporation. When a company's brand image, messaging, and promise are consistent and cohesive, they have a better chance of residing in the consumer’s mind. However,
Unmarketing for Athletes Seeking Sponsorship
In today’s highly commercialized sports industry, athletes are often associated with major brand sponsorships, wearing logos representing lucrative deals. However, a new trend is emerging where athletes choose clothing without brands—not as a fashion statement or declaration of independence, but