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From On Running’s climb to $2 billion in revenue to Anta’s international expansion, the market is shifting. The playbook is evolving, and both emerging and established brands are adapting in different ways. Here’s what’s driving the shift and what leaders should consider to stay competitive.
Smaller brands like On, Hoka, and Gymshark have been able to bring products to market at speed by reducing complexity and aligning closely with consumer trends.
With fewer layers and leaner teams, these companies can sometimes respond to market signals faster than larger, more structured organisations.This doesn’t mean big brands can’t do the same. It often comes down to how teams are structured, how empowered they are, and how quickly decisions can be made.
Today’s growth leaders are deeply connected to their customers. They’re using data, not just instinct, to inform product development and marketing.
The takeaway is clear: the closer you are to your customer, the better your chances of delivering what they actually want. Regardless of size, responsiveness and relevance are becoming key differentiators.
Sustainability continues to be a growing priority for consumers. When it’s embedded at the product level, not just in messaging, it becomes a meaningful point of difference.
For some brands, this starts as a marketing initiative. For others, it begins at the design table. Either way, aligning product strategy with sustainability goals is becoming essential to future relevance.
Larger organisations often face more complexity in their operations. Longer decision-making cycles, established processes, and legacy systems can create friction when speed is required.
However, many global brands are tackling this head-on:
The challenge is not size, but how it’s managed. With the right structures, large businesses can move with precision and scale at the same time.
No matter the size of the organisation, the ability to attract and empower the right talent is often what sets fast-moving brands apart.
Roles in highest demand include:
From startups to global names, the focus is shifting toward hiring cross-functional thinkers who can balance creativity with data, and speed with discipline.
Whether you’re scaling a new brand or leading an established one, the landscape is changing.
These questions may help clarify your next move:
There’s no one-size-fits-all approach. What matters is finding a model that suits your goals and designing teams and structures that allow you to execute it effectively.
Looking to future-proof your team or hiring strategy?
At Virtua, we help both scaling brands and global businesses build the right leadership and talent infrastructure for sustainable growth. Let’s explore how we can support your next phase.
Get in touch with us
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