The Field Report
Steve HolmbergThe key sports and outdoor industry trends you need to know.
| Platform |  | Pricing | Only free issues | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 30 | Founded | 2 years ago | Last Issue | 9 days ago |
| Active | |||||
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steveholmberg.substack.comLatest Issues
Have We Reached the End of the Big Brand Era in Sports?
Have we reached the end of the “Big Brand Era” in the sports industry, where one brand can authentically serve all sports?
Big brands like Nike and Adidas continue to operate as a branded house (one brand serving all sports). For brands...
Insight Behind the Execution: Merrell’s “It Starts Outside” Campaign
Merrell’s “It Starts Outside” campaign is gaining attention for making the outdoors feel more accessible to a new generation. Here’s why it works and the breakdown of the consumer insight driving success:
CONSUMER
The Outdoor Curious...
Which Sports Will Become Cultural Movements in 2026?
Which sports will transcend into cultural movements in 2026?
The fastest-growing sports in the US are leading indicators of where culture is headed. SFIA's Topline Participation 2026 Report reports the fastest-growing sports year-over-...
The Next Running Opportunity May Not Be the Marathoner
Running participation in the U.S. is shifting, and here's what you need to know.
SFIA recently released their 2026 U.S. Topline Participation Report.
A few trends that stand out:
_Casual running participation continues to grow...
Building Brand Authenticity Through Athletes
A lot of brands talk about authenticity, but I think they approach athlete partnerships backwards.
The standard model is usually the same: sign an athlete with a following, put them in campaigns, and ask them to amplify the brand messa...
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