Branding stadiums; renaming F1 teams; style and substance in the outdoor wear space

Leaders' Editorial Director James Emmett and Content Director David Cushnan assess the stories of the sports industry week, with the help of Amanda Calder-McLaren, the new CMO of outdoor wear brand Montirex. They discuss stadium and Formula One team branding, as Levi’s renew a big deal with the San Francisco 49ers and Visa teams up with Red Bull in F1. Then Calder-McLaren explains her switch to Montirex after six years looking after The North Face’s brand and marketing activities. She outlines the challenges of building credible, meaningful partnerships with endurance/adventure events and fans; shares her perspective on the role purposes plays in modern marketing; and explains why she’s helped found Opening Up The Outdoors, a coalition of brands seeking to make outdoors spaces a more inclusive environment.