Second Nature

Sito Luis Salas and Jordi Lorenzo sit down with Second Nature to talk about the formation of NNormal, the importance of Kilian Jornet's involvement, and the future of the brand. In this unfiltered discussion, we dive into the triumphs and struggles of building a brand - as well as the power of content as "oxygen" to aid growth.     Show Notes:   NNormal: https://www.nnormal.com/   Kilian Jornet: https://www.instagram.com/kilianjornet/   Lymbus: https://www.lymbus.com/en   Camper: https://www.camper.com/   The Alpine Connections: https://blog.nnormal.com/alpine-connections-completed/   Elhousine Elazzaoui: https://www.youtube.com/watch?v=DKjG8AikN-8   Kboix Technology: https://www.nnormal.com/en_US/content/kboix   Yvon Chouinard "Let My People Go Surfing" (book): https://amzn.to/3BV5Uyf   Kilian Foundation: https://www.kilianjornetfoundation.org/       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

Aaron is back from his trip to China where he saw the frictionless world of the "everything app". But how could we turn this concept into a Galaxy Brain concept for the Outdoor Industry? We also dive into Allyson Felix's new agency, the New York Times article about women riding at Red Bull Rampage, and Nike's decision to bring back ACG.   Show Notes: Allyson Felix - Always Alpha: https://variety.com/2024/biz/news/always-alpha-allyson-felix-womens-sports-management-dolphin-1236170273/   Allyson's Shoe Company: https://saysh.com/   The Fame Gap - Female Athletes (thank you Rachel Clayton for sharing!): https://www.unofficialpartner.com/post/the-fame-gap-how-athlete-fame-can-unlock-growth-in-women-s-sport   New York Times - Red Bull Rampage: https://www.nytimes.com/2024/10/16/us/red-bull-rampage-women-mountain-biking.html   Red Bull Rampage Women's highlight: https://www.youtube.com/watch?v=bXjIc0Ro_pM   Red Bull Rampage Men's highlight: https://www.youtube.com/watch?v=aj3u6wb77ek    Where The Trail Ends (Film): https://www.redbull.com/us-en/trailer-videos/where-the-trail-ends   Nike revives ACG: https://sgbonline.com/nike-eyes-return-to-outdoor-business/   Brand, Product, Content: Vessi Waterproof Shoes: https://vessi.com/ Kailas Gear: https://kailasgear.com/   Big Day Concepts: https://www.instagram.com/big_day_concepts/     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  

Jonathan Levitt, a brand marketing expert and podcaster, explores the fascinating differences between brand and performance marketing. He shares insights on the evolving role of athletes as storytellers and emphasizes the need for strategic partnerships in sports marketing. The discussion highlights innovative monetization strategies for podcasts while nurturing community engagement. Levitt also touches on the dynamic creator economy, showcasing how authentic storytelling can drive audience growth and brand success.

Michael Mazzara, owner of Rogue Expeditions and Halfmarathons.net joins us to talk about what he believes to be a new frontier in the world of trail running. His belief that runners don't always need a race to prepare for, and the opportunity to deliver something new and exciting, is at the core of where he is headed with Rogue Expeditions.   Show Notes: Halfmarathons.net: https://www.halfmarathons.net/ Rogue Expeditions: https://www.roguexpeditions.com/ Backroads Travel: https://www.backroads.com/ Davine: https://www.davinetravels.com/ Marathon Tours Agency: https://marathontours.com/en-us/ Run The Alps: https://runthealps.com/ CTS - Bucket List Travel: https://trainright.com/bucket-list/ Ingamba: https://ingamba.pro/ Duvine: https://www.duvine.com/ Trek Travel Program: https://trektravel.com/ RawDawg Run Club: https://thedailytexan.com/2024/06/24/rawdawg-run-club-inspires-young-people-to-find-community-in-active-way/ Why Luxury E-Commerce Is Shutting Down: https://mygemma.com/blogs/news/why-are-luxury-e-commerce-retailers-closing-down?srsltid=AfmBOopj3mVvQLWp6KlDiKbg_YTvtj2SvGeaWwNMAe1luR1AdWNv_0m The Pro's Closet: https://www.theproscloset.com/ PinkBike: https://www.pinkbike.com Sport & Story: https://www.sportandstory.com/ Kevin Espiritu from Epic Gardening: https://www.linkedin.com/posts/kevinespiritu_creator-economy-observations-as-we-get-close-activity-7246267868550443009-GKX0 Brand, Product, Content: PasNormal x Salomon collab: https://pasnormalstudios.com/us/collections/shop-salomon In The Weeds (Book): https://amzn.to/3NmXRMV 29029 Everesting Event: https://29029everesting.com/

Erin Sprague is the CEO of Protect Our Winters (POW) and joins us on the podcast to talk about POW's mission and vision - and everything in between. We get insight into the business imperatives behind this mission and how best to talk about climate change in a new and insightful way. Protect Our Winters is working on so many fronts, and Erin decontructs the effort in a way that helps us understand the breadth and depth of everything that they are pushing forward - truly an incredible feat.   Links: Protect Our Winters: https://protectourwinters.org/ Erin Sprague on LinkedIn: https://www.linkedin.com/in/erinsprague/ Patagonia "Don't Buy This Jacket": https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html Jeremy Jones (Founder of POW): https://www.instagram.com/jeremyjones/?hl=en Join Team POW: https://protectourwinters.org/join-team-pow/ The End of Nature (Book): https://amzn.to/47UmERU What If We Get It Right? (Book): https://amzn.to/4dywrOM A Fine Line (Book): https://amzn.to/4gVr0wb   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

Peter Abraham joins the podcast today to talk about the emergence of outdoor sports epicenters around the world, and what needs to be true in order for these locations to exist (spoiler: it's more than just mountains). We also go deep into the ways that coaching and leadership are changing, and how the cultural trend of joy is making an impact on brands, content and athletes.   Links: Peter Abraham: https://abrhm.com/ Bentonville: https://www.youtube.com/watch?v=uWWzqZbZYLo   Howler Bike Park (Aaron's new video): https://youtu.be/4T9tpokmqCI Bentonville Bike Fest: https://www.bentonvillebikefest.com/ Dre Tzortis's article about Red Bull vs On Brand Strategy: https://substack.com/home/post/p-149745960 Red Bull BC One: https://www.youtube.com/watch?v=6TtY-FN2htE Hoka: https://www.hoka.com/     BPC: UCI World Gravel Championships: https://gravelchampionshipsflanders.com/en/ Folklord: https://wearfolklord.com/ Jerry Lorenzo (Fear of God) - Complex: https://www.youtube.com/watch?v=mSCZLoVuVmM   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      

Today’s podcast is the ultimate example of cross-pollination. On Second Nature, we frequently talk about the value of connecting with people in adjacent industries, and that you get to have a glimpse into the future of your own industry. The people who are best at predicting shifts in an industry are typically the winners. What better way to do that than to identify an industry that’s ahead of you and ask every possible question you can come up with?      Today’s guest is Travis Wannlund, who just finished up a huge run as the head of Gaming at Red Bull. His most notable contribution to Red Bull was helping brand and sports marketing people understand the impact of gaming on their bottom line, how to connect with a wider audience and how Gaming insights inform the way Red Bull’s other athletes do business. He made it easy for the people who were paying attention to reap insane benefits, and now it's your turn.   Links: Travis Wannlund: https://www.linkedin.com/in/wannlund/   Why Gaming Is Still About Red Bull: https://venturebeat.com/pc-gaming/why-esports-is-still-about-razer-and-red-bull-not-pepsi-and-arbys/   GrandPooBear x Wings For Life: https://www.redbull.com/us-en/grandpoobear-lab-tour-wings-for-life   Ludwig x Red Bull: https://www.redbull.com/us-en/theredbulletin/ludwig-youtube-streamer-profile   Among Us (Game): https://www.innersloth.com/games/among-us/   Ninja x Red Bull: https://www.redbull.com/se-en/ninja-joins-red-bull   Gamer vs F1 Driver - Reaction Time: https://www.youtube.com/watch?v=QenofJ-ARYU   BPC: Peloton Lanebreak: https://www.onepeloton.com/bike/lanebreak   Audiosurf: https://en.wikipedia.org/wiki/Audiosurf   ANYTIME Film: https://www.redbull.com/us-en/films/anytime   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

Dylan and Aaron dig into the details of each other's business and call out areas of opportunity for both Super Rider and Freetrail. This episode is part galaxy brain, part therapy session as they publicly share details about the struggles and triumphs of owning media businesses in the outdoor space. Using the concept of Simon Sinek's book "The Infinite Game", this podcast helps put a filter on decision making and how to move forward with business in the outdoor industry.   Links: Simon Sinek - The Infinite Game: https://amzn.to/3N9JD23 Freetrail: http://www.freetrail.com Super Rider: http://www.youtube.com/@superridertv Aaron's Newsletter: https://superrider.substack.com/ Matt Trappe's Newsletter: https://amatterofbrand.substack.com/  NotebookLM (Podcast AI): https://notebooklm.google/   BPC: Kilian Bron - Dolomites: https://www.youtube.com/watch?v=0FSmJ9n4Gsc Shane Smith x Rick Rubin: https://open.spotify.com/episode/6pQV6JlLNaypDofeAeukDT?si=b4a70427b8924856 TNF Summit Series Offtrail: https://www.thenorthface.com/en-us/shop-all/footwear-new-arrivals-c829848/summit-series-offtrail-tr-shoes-pNF0A8A9W 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

Arielle Knutson is the CEO of Oiselle, a running apparel brand for women, by women. In the podcast, we talk about her journey that started as a member of Oiselle's ambassador program, and how she found her way into the Outdoor Industry.    Links: Oiselle Arielle Knutson on LinkedIn Oiselle Director of Marketing Role Morning Brew article about Arielle's brand going viral on TikTok Aaron's favorite cottage cheese pancake recipe NYT Bestselling Author and Oiselle athlete Lauren Fleshman Alexis Ohanian>   BPC:  Ironman Women's World Championships Coverage Lauren Fleshman's "Good For A Girl" Alexis Ohanian 20VC Podcast Episode   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

Nike has a new incoming CEO and we've got our resident Nike expert, Steve Holmberg, joining us for the podcast to talk about what this means for Nike - and maybe more importantly - what that could mean for the Challenger Brands that have taken advantage of the opportunity that Nike's misstep has created. As a 17-year veteran of Nike, Steve had some interesting thoughts on how this incoming CEO news was received, and what Elliott Hill must do in the next year to get Nike back on track.   Following our Nike discussion, Steve sticks around to riff with us on a new Galaxy Brain idea, then we dive into two articles he sourced - one about the end of Gorpcore and another about Lululemon's study around global wellness and the burnout that is coming along with it. As always, we end with a lively BPC segment, where we share our favorite things in Brand, Product and Content.   Links: Elliott Hill on LinkedIn GQ: The End of Gorpcore? Lululemon's Global Wellness Report Your Friend in Reykjavik Health Goth Trend Quiet Luxury Veilance (Sub-brand of Arc'teryx)> The Row (Brand) Oura Ring   BPC: New Yorker article - Grant Petersen Rivendell Bicycles Raide Research Running Belt Aaron's Cross-Country Roadtrip   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