Hales
Macro Trend: Why are we doing sports?
≈2005—2014
pushing physical boundaries
winning and losing
competition
dedication
≈2016—2021
the adrenaline of the moment
new places
an end to itself
≈2021—??
presence
mindful suffering
community
contemplation
mindful suffering
community
contemplation
Leaders in “Sport as Meditation”
Smith’s strong history of technical innovation primes the brand to better serve people in this headspace.
Run/Fish
The common link between running and fishing is meditation.
This is a growing sport where people combine trail running and sport fishing. Sometimes for very long distances. This provides a perfect opportunity for Smith to play in this meditation space.
Revisit: A New Friend Jack
Jack prioritized an aesthetic that leaned classic angler, with the addition of running performance features.
Polarization
Polarization is a must for any fishing sunglass. We also talked about the lens being non reflective and a little more see through from the outside.
Lightweight
Jack needed these to be just light enough that they run easy.
Jack expressed that guides have made him wear glasses on rivers as eye protection from flying lures.
Stays On
Jack’s biggest problem with running glasses in general is fit. They always slide down his nose.
Storage
Jack is always needs way to store his glasses off of his face as well as keep them tight while running. A small croakie would be nice for him.
Montana Ivy
I helped Jack identify what he meant by a “fishing aesthetic”.
Montana Ivy style that is cotton, cork, and catching fish. It is A River Runs Through It. It is from a time when materials were worked by hand with a high level of skill.