All Gorpcore articles
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OpinionBetween performance and progress
A fitness trend like Hyrox shows what users want — but are material innovations keeping up, or are we stuck in safe cycles of pseudo-progress?
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OpinionISPO has all the magic ingredients – so why not the footfall that celebrates the pulse of the industry?
Having missed Outdoor by ISPO last summer and just heard negative comments about it, I wasn’t sure what to expect at ISPO Munich in early December. However, even before the show started, my schedule was already full (in fact, overfull) for the first two days, so I was only able ...
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ArticleThe New Creative Collectives: a strategic shift in outdoor and sports culture
How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.
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OpinionGorpcore – the new Athleisure?
Those of us who have been in this industry since the last Millennium will remember the switch to professionalism in the 1990s when the company founders brought in business specialists to develop their brands. Outwardly, this meant that production was relocated to the Pacific Rim, but it was also the ...
