PEGASUS TRAIL

When you are big, you are big. Often niche segments and opportunities do not show on the brand concept maps. The volume is still tiny. Your business is huge. You sell to your core audience but you also serve the lifestyle business. Numbers come quite easy.

That happened at that time, but “trail running” was there, with just one brand taking 70% of marketshare in a business smaller than 8% of the running category. Not big enough?

At that time we wanted to have a point of view on that niche segment, not only for the potential business we could add to our reports, but also because ‘trail running’ could potentially connect our brand to the outdoors, to the nature, to the environment, and that was even more interesting than the proper added business.

Entering a new sport is about respecting its culture and heritage. It’s about respecting its people and being true to one strong principle: why are you here?

Adding value to the business you are about to enter is key, as key is partnering with the right partners to do things the right way.

Starting from pure old school grass roots product led little actions, to building the best blend of performance & lifestyle thru Wild Trail Project to launching globally the newest Pegasus 36 Trail in Barcelona took 5 years. By then “trail running” was not a niche business anymore, but it required a little forward vision.