New Guard Shoes and Apparel
l@sasacul123
+7.3%
since Oct 8
The idea
I believe the newer performance brands like On, Hoka and Salomon keep stealing share from the old giants over the next three to five years, while their stocks still look cheap and they're holding prices instead of discounting. So the bulk sits in those share winners, with lifestyle and apparel upstarts alongside, plus retailers who sell whoever wins so I'm covered if one brand stumbles. I keep some cash on the side to add if the group gets hit by tariffs or a shopping slowdown.
What it owns
- Running and outdoor brands are capturing customers from Nike and established competitors by offering innovative products at full price. · Amer Sports, Inc.Salomon and Arc'teryx give the take exposure to trail shoes and high-end outdoor apparel as long as both brands grow without turning to discounts., On Holding AGIt is a newer running brand taking customers from Nike and established competitors while charging full price and growing faster than incumbents., Deckers Outdoor CorporationHoka is one of the three leading brands in the take, winning runners and walkers from Nike while holding prices as long as growth continues., Wolverine World Wide, Inc.Saucony and Merrell give the take a cheaper, smaller way to own the running and trail shift as long as both brands keep gaining customers.49%
- Stores that stock multiple emerging brands profit regardless of which challenger performs best, providing stability if one brand faces headwinds. · Dick's Sporting Goods, Inc.It owns Foot Locker and is the largest retailer selling the challenger brands winning in this take, gaining from their rise regardless of individual brand stumbles., Academy Sports and Outdoors, Inc.It is a mid-priced chain bringing in newer running brands to its shelves, providing a second retail bet alongside larger competitors., Genesco Inc.Its Journeys stores reach teenagers buying whichever brand is hot, profiting as younger shoppers move away from old giants to challenger brands., Revolve Group, Inc.It is the online platform where newer fashion brands find their first big audience, fitting the take as long as it grows newer brands at full price.27%
- Newer comfort shoe and apparel brands have become everyday wear with strong pricing power and growing customer loyalty. · Birkenstock Holding plcIt sells comfort shoes at prices rarely discounted, representing the lifestyle side of newer shoe makers as long as demand holds at full price., Crocs, Inc.It is a casual shoe brand winning younger buyers and generating strong cash flow, fitting the take as long as it grows without heavy discounting., FIGS, Inc.It sells medical scrubs direct to customers instead of through department stores, representing newer apparel as long as sales grow and pricing holds.16%
- This bucket holds companies that support the shoe and apparel ecosystem through distribution, retail, or complementary products. · It grows revenue while maintaining full price on its own brands, demonstrating pricing power alongside expanding sales.5%
- Cash3%