Marmot Lives! Unpacking The Plan To Revive A Zombie Brand

Today Colin is joined by Marmot's Vice President & GM of Technical Apparel, Jon Graden.

Marmot has been the poster child of what we've been calling the 'zombie brand' here on The Rock Fight. Not quite what it once was but not entirely irrelevant either, a zombie brand is a former 'it' brand that has fallen out of favor with retailers and doesn't have the juice it once did.

Marmot is one of the OG outdoor brands that the outdoor industry was built upon but after a series of acquisitions and big swings that didn't pay off, they've lost some of their clout. Jon, who comes from the fashion side of the apparel industry, has been working for the past 18 months to change that. And as the Marmot team heads out to sell for Spring 2026, Jon has something to say about where Marmot is today and where he thinks the brand is heading.

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