What Everlane’s Sale to Shein Reveals About Positioning Drift
Everlane’s sale to Shein is more than a fashion headline. It is a warning for every mission-driven brand built on trust. This Proof of Work breaks down how Radical Transparency lost its strategic edge, why positioning drift happens before the market notices, and what outdoor, wellness, and lifestyle brands can learn before their original promise becomes a liability.
Proof of Work No. 01 — A Position Worth Inviting (Merrell)
Most outdoor brands have a strong visual identity and a weak position underneath it. Merrell just proved those aren't the same thing. A Franco Growth Framework analysis of what they got right, what's still at risk, and what it means for any brand building to scale.