YETI's Strategy: Unpacking Why Mystery Ranch is Getting the Axe

The Rock Fight: Outdoor Industry & Adventure Sports Commentary

Today on THE ROCK FIGHT (an outdoor podcast that aims for the head) Colin opens the show taking a closer look at this weeks big story: YETI telling retailers they will be sunsetting Mystery Ranch after 2025.

YETI's decision to phase out Mystery Ranch's consumer-facing business while retaining its military operations has raised eyebrows in the outdoor industry. Colin looks at the implications of this move and questions why YETI wouldn't continue to leverage Mystery Ranch as a specialty brand alongside its broader offerings.

Producer Dave contributes insights on the industry's dynamics, reflecting on how acquisitions often reshape brand identities and market strategies.

Then Colin and Producer Dave talk about the odd move of French ski brand blackcrowes setting up a shop-in-shop at two Rapha clubhouses.

Lastly the duo offer their Parting Shots. Producer Dave brings back his book club with another recommendation while Colin defends the real consumer who buys outdoor apparel.

Hurricane Helene Relief Links:

• Fuel Goods
• Outdoor Business Alliance Hurricane Relief Fund
• GoFundMe for Bubba O'Learys
• Western North Carolina Hurriance Helene Resource Guide
• East Tennessee Foundation Relief Fund

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