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Launching An Outdoor Brand

Second Nature

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Evolving Brand Identity in Sports Marketing

This chapter explores a renowned athleisure brand's strategic shift to capture the male demographic, moving beyond its initial focus on women's yoga wear. The discussion underscores the significance of authentic relationships with athletes, emphasizing values like character and genuine connection for effective brand advocacy. It also highlights the challenges and innovations in sports marketing, especially in adapting to the rapidly changing landscape of digital consumer engagement.

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