Arc'teryx VP of Brand Marketing, Jurgen Watts, on goal setting, trusting the process, and building a career in the marketing big leagues. Jurgen shares how his early days at Lululemon during its heyday shaped his approach, and how a community initiative now entering its 19th year keeps one of outdoor's biggest brands rooted in its heritage—all while staying a dominant force in the industry.

LINKS

Jurgen on LinkedIn

Lululemon

Arc’teryx

Arc’teryx Academy

Arc'teryx Rebird

Monday x Arc’terx Rebird Case Study

Moment Factory

Moment Factory x Arcteryx

Rapha

Skims x Will Ferrell

Vivobarefoot is the brand behind footwear's biggest phenomenon: the barefoot shoe. As General Manager, Nicholas Charlier has helped the brand break out of its niche—winning over outdoor enthusiasts and health-conscious consumers while breaking through with Gen Z trendsetters. In this episode, Nicholas unpacks how to balance brand purity with aspirational growth, and why a rock-solid brand foundation—knowing exactly why you do what you do—is the real key to long-term brand longevity.

LINKS

Nicholas on LinkedIn

Vivobarefoot

Vivohealth

Shoespiracy

Unbound - A Story of Women’s Foot Liberation

Satisfy

San San Gear

Wax London

This outdoor brand introduced a new product category that turned a profit within the first 6 months. Later, they hosted a giveaway that grew their email list by 90,000. This is an interview with the man who made it happen.

Chris King is the VP of Brand at Outdoor Research, a legacy technical brand known for their high-performance gear. In this episode, Chris dishes his expertise on the importance of market research, his three year brand awareness strategy, and how embracing mountain biking turned OR around.

LINKSChris on Linkedin

Chris on Instagram

Jesse Itzler's Adventure Club

Sarah Blakely

OR Sunrunner Hat

Chris King on the Backcountry Marketing Podcast

OR Mountain Bike Team

Crankworx

Pivot

Dometic

Fox Racing

Danny Segal on Huckberry's content strategy