“Is yoga a sport?” Years ago, an executive at Adidas found himself pondering this very question. At the time, the sports design paradigm centered on competitive edge and athleticism. But, not every customer is a professional athlete. Where did customers engaged in recreational activities fit?
Also for yoga (and so much more).
The “yikes” moment for Adidas was realizing that the industry model was incongruent with reality. After looking at their existing data....