Perelló demonstrates that heritage brands can be both authentic and modern. Through clever collaborations and a product that excels on its own merits, the brand has become a cultural icon. A tin of olives that commands attention, even if you can’t stand brine.

The global sports apparel market is booming, projected to reach $173B in 2025 and $209B by 2029. But the real story is the shifting balance of power: in 2020, Nike, adidas, Puma, Under Armour, and Vans held 80% of the market; by mid-2024, that share had dropped to 65%, with challenger brands rapidly gaining ground. Brands like On, Arc’teryx, HOKA, Salomon, and lululemon have outpaced industry growth by focusing on niche markets, building communities, and breaking away from traditional playbooks.

Formula 1 is no longer just a sport. It’s a global entertainment platform - and a case study in world-class brand reinvention.