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When AI Meets Authenticity: How Active Lifestyle Brands Are Protecting What Makes Them Different
Executive Edition
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President Laurie Etheridge on Title Nine’s Rebrand and Embrace of All Things Outdoor
The California-based retailer’s look and feel is catching up to its pivot to a wide spectrum of outdoor activities, from mountain biking to walking the dog. Etheridge shares how the…
News February 23, 2026
Updated: Supreme Court Tariffs Ruling — Surf, Outdoor Companies Await Certainty
Brands and retailers are in wait-and-see mode after a Supreme Court ruling struck down some of the Trump administration’s tariffs Friday. Meanwhile, President Trump has already vowed to impose tariffs…
News February 20, 2026
Rhythm Doubles Down on Men’s and Women’s as it Logs Another Year of 30%-plus Growth
Rhythm Global GM Josh Barrett shares why the brand doubled its footprint at Surf Expo, why it's reducing its focus on — while not eliminating — quick-to-market capsule programs, and…
Executive Edition February 19, 2026
YETI Focused on International Growth as U.S. Revenue Declines in 2025
Q4 was the company’s best quarter of the year, according to CEO Matt Reintjes, despite wholesale caution and other headwinds in YETI’s domestic market.
News February 19, 2026
REI Co-op Adds Board Members and Shares Union Talk Update
REI members elected former Patagonia CEO Rose Marcario and National Park Service Director Chuck Sams to the board.
News February 18, 2026
Marketing Expert Gary Vaynerchuk on AI, Live Shopping, and Viral Content
VaynerMedia CEO Gary Vaynerchuk shared insights on live shopping, why "Don Draper" marketing is dead, and how AI will reshape the influencer economy at the NRF Big Show.
Executive Edition February 18, 2026
Revolutionizing Outdoor Retailer: How OR Is Evolving to Meet the Needs of Exhibitors and Retailers
OR Marketing Manager Joe Wilkinson shares details about the new Wild Reach content creator initiative and the show’s goals for the hosted buyer program.
News February 17, 2026
Surf Expo Taps Matt Yates for New Sponsorship and Sales Role
The new role is designed to expand opportunities for show exhibitors and other companies across the coastal lifestyle, surf, gift, and active outdoor space.
News February 13, 2026
