Second Nature, Episode #1 | The Business of FURTHER & Kevin Plank's Return as Under Armour's CEO
The Freetrail Podcast with Dylan Bowman
Dylan Bowman
4.8 • 866 Ratings
🗓️ 22 March 2024
⏱️ 55 minutes
🧾️ Download transcript
Summary
This is episode #1 of Second Nature. A new media project from Dylan Bowman and Aaron Lutze, Second Nature focuses on the business of outdoor -- providing analysis and commentary on what's evolving in the outdoor, action, and endurance sport market. In the first episode tackle the following products:
- Business planning process for FURTHER
- The challenge of being authentic in a new category and with a new consumer
- Developing footwear as a world-class apparel brand
- The danger of losing focus on lululemon's core markets of yoga and athleisure
- The vision, marketing, and distribution of FURTHER
- What lululemon could have done better
- History of Kevin Plank and Under Armour and his return as CEO
- Brand, Product, Content: Substack & ROA Hiking
Next week we'll be back to talk a bit more about the short and long-term vision for Second Nature, the intersection of fashion and outdoor, and Rich Roll's new podcast network. In the meantime, signup for our newsletter.
Transcript
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| 0:00.0 | Welcome to Second Nature. |
| 0:08.4 | Brand new media platform providing context and analysis on the business of outdoor. |
| 0:13.1 | My name is Dylan Bowman, and every week I'll be joined by my good friend and co-host Aaron |
| 0:17.8 | Lutzi for long-form conversations about what's going on in the outdoor action |
| 0:23.2 | and endurance sports business landscape. I'm a longtime pro athlete and creator. Lutzi is also an |
| 0:29.6 | athlete. He's a sports marketing legend, formerly working at Red Bull, ORA, and Abbott. He's also a creator |
| 0:36.9 | himself. And together, we do basically nothing |
| 0:39.5 | but converse about what's happening in the industry. We talk on the phone for hours every week |
| 0:45.0 | about what's going on in the space and we felt we might as well take some of those ideas and |
| 0:49.7 | some of those conversations and share them publicly. So after a couple years of ideation, we're finally |
| 0:55.4 | getting it going. Second Nature. Second Nature is starting as a podcast and newsletter, but we have some |
| 1:02.0 | pretty big ambitions for the future of what this could become. In episode one, we talk about the |
| 1:07.5 | business of further Lulu Lemon's massive brand campaign as they enter the running market. We also talk about the business of further Lulu Lemon's massive brand campaign as they enter the running market. |
| 1:13.0 | We also talk about the history of Under Armour and the return of Kevin Plank as CEO and what that might mean for the brand and the industry. |
| 1:20.9 | We end the show with what will become a consistent closing segment that we're calling brand product content where Aaron and I will share |
| 1:29.7 | something from among those three categories that we noticed during the week that's relevant to |
| 1:36.5 | outdoor action or endurance sports. We felt like this was a good start. We expect to get a lot |
| 1:43.5 | better as we build consistency, but |
| 1:45.9 | we'd love it if you would be among the earliest adopters. Make sure you subscribe to Second Nature |
| 1:51.5 | on your favorite podcast player, subscribe to our YouTube channel, and also to our newsletter, |
| 1:57.8 | which you can find at second nature.media. You can find links to all those various |
| 2:03.4 | platforms in the show notes of today's episode. Next week, we're going to go deeper on the short |
... |
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