The latest edition of NetworkB sparked exactly the kind of conversation we were hoping for. Two panels, the industry’s leading brands and voices, and a room full of people living this shift every day.
Hosted in partnership with Merrell, the latest edition of NetworkB brought together voices from across outdoor, fashion, retail and media to explore the growing overlap between technical performance, everyday style and the mainstreaming of outdoor culture.
What was once centred on escape, extremity and technical performance now sits much closer to home, embedded in everyday routines, aesthetics and identity. From commuting and social connection to wellness and self-expression, the outdoors is no longer confined to the trail. It’s shaping contemporary culture in increasingly visible ways.
Rather than beginning in a conference room, guests chose one of two immersive experiences designed to reconnect people with their surroundings and each other. Wild London Photo Walks encouraged attendees to explore urban nature through creative storytelling and photography, while Naked Navigation challenged groups to move through the city phone-free and map-free, relying on instinct, observation and environmental cues instead.
Both experiences tapped into one of the day’s recurring themes: in an always-on culture, disconnecting has become a luxury in itself.
That same idea sits at the heart of Merrell’s latest campaign – It Starts Outside, an idea that reframes the outdoors not as something distant or elite, but as something immediate, accessible and woven into everyday life. The message is not summit-chasing or extreme performance; it’s simply about stepping outside, however and whenever that looks.
From there, conversation turned towards a wider industry shift: how performance brands have evolved beyond technical utility to become cultural signifiers in their own right.
Brands once rooted in specialist performance spaces are now just as likely to be seen on city streets, commutes and in creative workplaces as they are on mountainsides or race days. Technical apparel and equipment are being embraced not just for utility, but for what they signal: authenticity, versatility and intent. Performance is no longer niche. It has become a cultural marker.
The first panel discussion, When Did Performance Become Fashion?, explored exactly that intersection. Moderated by Gabi Dirvanauskas, Deputy Editor at Drapers, the conversation brought together perspectives from Merrell, Tracksmith and Knees Up to unpack how credibility, community and culture are reshaping consumer expectations.
As Ethan Buttress, Head of Buying at Knees Up, reflected:
“This was a refreshing discussion about the crossovers between running, outdoors and fashion; with fellow panelists who had a unique industry insight and really engaging perspectives. It was a pleasure to share my take on some of the nuanced trends we are noticing at Knees Up and the fashion/running industry.”
Much of the discussion centred on the growing expectation for products to move seamlessly between performance and everyday life. Increasingly, consumers are no longer separating activewear from lifestyle wear, or technical function from aesthetic appeal. Versatility now matters as much as peak performance.
The second panel, Built for Purpose, Bought for Something Else, expanded on that idea further, exploring how identity, relevance and community now sit alongside function as key drivers of purchase.
One of the strongest themes to emerge across both conversations was the role of community as a long-term brand differentiator. As products become more accessible and categories continue to overlap, the brands building genuine participation and belonging are increasingly the ones creating lasting loyalty.
Amrit Ghatora, Manager, UK Community & Marketing at Tracksmith, spoke to that evolution:
“We explored how community sits at the heart of everything we do, bringing runners together, shaping meaningful connections, and building lasting communities that naturally translate into brand loyalty over the longer term.”
“Meeting in person each week at the Trackhouse, we aim to create spaces for runners of all shapes and sizes to make informed choices and engage with the sport on their own terms.”
The discussion also highlighted an important tension facing the industry: as outdoor culture becomes more mainstream, brands must balance broader cultural relevance with the authenticity and credibility that built their reputation in the first place.
For Tim Selby, EMEA VP and GM for Merrell, that wider convergence was exactly what made the conversations so valuable:
“NetworkB created exactly the kind of conversation the outdoor industry needs to be having. What felt particularly insightful was hearing perspectives from across retail, media, performance and culture, and seeing how aligned everyone was on the direction of travel.”
Across the day, one thing became increasingly clear: outdoor culture is no longer emerging from the edges. It is already part of the mainstream.
What was once niche is now everyday. Performance and lifestyle no longer sit apart, but alongside one another, shaping not just what consumers buy, but how they move, connect and identify themselves within contemporary culture.
And for brands operating within the space, that shift presents both an opportunity and a challenge: staying culturally relevant without losing the authenticity that made people care in the first place.
