Summary:   In this episode, Cole sits down with Niclas Bornling, an outdoor industry veteran, to discuss the challenges faced by outdoor brands. They explore the lessons to be learned from the decline of brands like Quicksilver and DC Shoes in the early 2000s and how those lessons can be applied to the current state of the industry. They highlight the importance of understanding the evolving consumer landscape and the need for brands to adapt to the changing preferences and cultural references of younger generations. It emphasizes the need to listen and adapt to the changing cultural landscape.  Takeaways:   Outdoor brands need to understand and adapt to the evolving consumer landscape, particularly the preferences and cultural references of younger generations. The decline of brands like Quicksilver and DC Shoes in the early 2000s serves as a lesson for the current state of the industry. The GorpCore trend, while currently popular, may not last forever, and brands should not rely solely on its success. Telling relevant stories and offering solutions that resonate with the evolving audience is crucial for the success of outdoor brands. Understanding and connecting with a specific audience is crucial in marketing. Brands should surround themselves with diverse perspectives to stay relevant and adapt to the changing cultural landscape. Knowing your audience and telling meaningful, relevant stories is key to building a successful brand.