Building a growth strategy for a sporting apparel leader with a $100 billion opportunity beyond its core

We analyzed the intersection of sports, retail, healthcare, and media through social listening, venture funding, and competitive analysis — surfacing emerging behaviors, unmet needs, and whitespaces.

From that, we defined a new strategic vision: owning the broader ecosystem of sport and supporting consumers across inspiration, performance, recovery, and growth. We sized the opportunity across four territories using a "total addressable problem" framework, putting the combined potential at $100 billion, then pressure-tested each direction through expert input and company capability alignment.