Heritage Alone Won't Save Your Brand with Jon Graden, VP and GM of Marmot

Some brands disappear because consumers stop caring. Others disappear because the company stops paying attention. Jon Graden believes the second is far more dangerous. After building his career at iconic brands like Gap and Levi's, Jon stepped into Marmot at a time when the brand had lost momentum. The heritage was still there. The trust was still there. But somewhere along the way, the confidence inside the business had faded. What stood out to me throughout this conversation wasn't a discussion about jackets, product lines, or marketing campaigns. It was how much transformation depends on the people inside the company believing in what they're building. Jon shares why great brands don't need to reinvent themselves every few years. They need to understand what has always made them valuable while having the courage to evolve with changing customers, changing markets, and changing expectations. We also talk about leading long-term transformations, why consistency matters more than quick wins, how to rebuild pride inside an organisation, and why some of the biggest barriers to growth are created by closed-minded thinking rather than limited resources. I also liked how honest Jon was about the reality of transformation. There aren't many shortcuts. You build momentum one decision at a time, and you keep showing people what the future looks like until they believe in it too. If you're building a business, leading a team, or thinking about the future of your brand, there's plenty to take away from this conversation. EPISODE HIGHLIGHTS [00:00] Introduction [00:01:59] Why Jon chose Marmot and saw opportunity in its heritage [00:04:53] The biggest mistake heritage brands make [00:06:43] Lessons from helping rebuild Levi's [00:11:12] What building a bolder Marmot really means [00:13:08] Why transformation takes patience and consistency [00:19:50] Product, marketing, and why every function matters equally [00:24:15] Leading a turnaround and maintaining momentum [00:28:15] Understanding today's outdoor consumer [00:35:05] Why closed-minded leadership holds organisations back [00:35:27] The leadership lessons Jon still carries today [00:40:00] Protecting brand heritage while embracing change [00:47:06] Advice for future leaders [00:48:04] The future Jon envisions for Marmot KEY TAKEAWAYS Heritage creates trust, but it doesn't guarantee future success. Great brands evolve without abandoning what made them iconic. Internal belief often comes before external momentum. Transformation requires consistency long before results become visible. Leadership is about creating energy that others want to follow. Closed-minded thinking is one of the biggest barriers to innovation. Product, marketing, sales, and design succeed when they're accountable together. Listening to different perspectives creates stronger decisions than hiring people who think the same way. Consumers increasingly value versatility over highly specialised products. The strongest brands stay connected to changing customer behaviour instead of looking only inward. If this episode resonates with you, subscribe to the show, share it with someone leading a brand or navigating transformation, and leave a review so more leaders across the sports and outdoor industry can discover these conversations. Our Host Dan Trapp is the Founder of Sports+Outdoor Search recruitment business and host of the Sports+Outdoor Mentors podcast.  With 30 years of leadership experience in the sports and outdoor industry, he has built and led global teams and, more recently, developed a strong reputation for helping brands and retailers source, assess, attract and retain exceptional leadership talent.  Having lived and worked in the UK, Switzerland, France, and Finland, for businesses owned by stakeholders from North America, Europe, and Asia, Dan brings a global lens to every conversation. On the podcast, he connects with industry leaders to share the real lessons, hard-won insights, and career advice shaping the future of sports and outdoor.  When he’s not working, you’ll usually find him having fun on the trail, water or snow with his family. Resources and Links Sports + Outdoor Mentors YouTube Spotify Apple Podcasts Jon Graden LinkedIn Dan Trapp Website LinkedIn