Brand

REI's labor fight is real. So is the hole it's in.

Behind the Anniversary Sale boycott is a harder story: collapsing specialty retail, a challenging payroll model, and what the outdoor industry loses if…

May 28 • Kyle Frost

Can Kiprun crack the US running market?

Decathlon is bringing its Kiprun running brand to the US. Can it break through in a crowded market?

Apr 7 • Kyle Frost

Nike ACG: All Aboard the Hype Train

Nike has big budgets and a plan to tackle trail and the outdoors. But where does this train actually go?

Feb 27 • Kyle Frost

Satisfy, Currently Running, and the Fight Over Running's Aesthetic

Copycats, brand building, borrowed references, and $260 shorts. Oh my.

Feb 20 • Kyle Frost

Why I'm Not Writing Off Patagonia

Selling jackets won't solve climate change. But dismissing anyone who falls short of impossible ideals leaves us with nothing but a sense of moral…

Jan 21 • Kyle Frost

"Don't start an outdoor brand right now"

I discuss the challenging economics facing the outdoor industry with Bill Amos, founder of the recently shuttered brand NW Alpine.

Oct 8, 2025 • Kyle Frost

One made noise. One made a mess.

How two recent campaigns by Mammut and Arc’teryx reveal the precarious state of brand identity.

Oct 2, 2025 • Kyle Frost

Airbnb’s New Direction: Not Just Stays Anymore

Airbnb wants to be more than just a place to book a stay. But can it really pull off becoming the next great “travel super app"?

May 28, 2025 • Kyle Frost

After 40 years, REI steps away from its Experiences business

After 40 years, REI's classes, day tours and travel experiences are no more–what went wrong?

Jan 23, 2025 • Kyle Frost

When every brand makes everything, who stands out?

When every outdoor brand starts to look the same, how do you stand out?

Dec 12, 2024 • Kyle Frost

Does anyone care about Outside's new "social network"?

Their latest big swing is a social network focused on the Outside+ ecosystem. Is it something anyone wants?

Sep 19, 2024 • Kyle Frost

How Selina lost its way

Previously a digital nomad and hotel industry darling, the hotel chain is facing insolvency.

Aug 22, 2024 • Kyle Frost

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