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In this episode
Salomon's incoming creative director Heikki Salonen is anchoring the brand deeper in technical performance. The gorpcore wave made Salomon fashionable, and Salonen is steering it back towards the gear itself.
Why it mattersHe is betting that technical credibility will last longer than fashion status.
Via VogueOn our radar beforeSalomon has now come up in 4 of our 197 episodes. First: Ep 94, 29 May. Latest: Ep 162, 5 Aug. Every episode on Salomon.
Why it mattersAcne is betting that its own origins can carry an anniversary collection.
Via HypebeastOn our radar beforeAcne Studios has now come up in 3 of our 197 episodes. First: Ep 112, 16 Jun. Latest: Ep 135, 9 Jul. Every episode on Acne Studios.
Why it mattersOnce LLMs surface earned media for discovery, reach stops being the measure that justifies a PR budget.
Via VogueWhy it mattersSports brands are claiming community race-day rituals, which is where post-race identity is now being formed.
Via Retail GazetteOn our radar beforeNew Balance has now come up in 9 of our 197 episodes. First: Ep 47, 12 Apr. Latest: Ep 190, 2 Sep. Every episode on New Balance.
Why it mattersCooling regulators have made the humanoid robotics investment story harder to tell, raising questions about partners' financial runway.
Via TechmemeOn our radar beforeUnitree has now come up in 2 of our 197 episodes. First: Ep 173, 16 Aug.
Why it mattersPrestige streaming production is concentrating around a small pool of literary-minded showrunners.
Via VarietyOn our radar beforeNetflix has now come up in 27 of our 197 episodes. First: Ep 2, 26 Feb. Latest: Ep 192, 4 Sep. Every episode on Netflix.
Salomon's new creative director refusing the fashion label, Acne Studios marking thirty years by returning to denim and New Balance building around a community race rather than a product drop all retreat from aspiration. Each is leaning on the thing that makes it hard to copy. Core competence, not borrowed relevance, is doing the cultural work.
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