You’ve probably clocked this - legacy brands are going after niche markets. A prime example in the niche world of fitness I exist in is Adidas and Puma. Alongside their mass campaigns and big-budget athlete ads, I’ve been noticing brand giants like Puma and Adidas deploying efforts to break into functional fitness, and honestly, they’re crushing it. It’s what I’ve seen referred to lightly as the “niche at scale” framework. It’s how massive legacy brands are embedding into niche communities 👉 without looking like tourists. Adidas is going after the CrossFit scene. I saw several athletes back in January (shoutout Broadway Girls) at Wodapalooza which I clocked as interesting- then Adidas hosted an invite-only training camp at their global HQ called The Primer. The Primer invited out CrossFit icons from athletes to creators with a whole brand experience built around community, not just product. @butterybros have a GREAT video about this event on their YouTube channel if you w...