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Brennen Schlueter
@brennen
I like this line from arc’teryx “Worn when it counts” = highly technical aspirational lifestyle brand. When I was working on Jordan brand we would do the same thing: lean on the heritage of performance to create stronger cultural connection to lifestyle shoppers. Sometimes the best way to connect with an audience isn’t the most direct message. Arc’teryx doing a lifestyle campaign showing it worn on the streets wouldn’t be as effective. People already see others wearing it as a status symbol on the streets.
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