Lifestyle brands such as Lululemon are now entering the outdoors clothing and accessories market. For example in March, Lululeman unveiled its ‘Trail Bound Line’ a collection specifically for hiking. The difference this brand and Nike, bring to the market is that the clothes look good and are fashionable on or off the trails—no plaid shirts in site! And why can’t we look great in the great outdoors anyway?
Selling the Great Outdoors: The Billion-Dollar Brand Battle for the Casual Camper

In the article, author Adam Robinson, CEO of Hireology says:

“Most companies say they have core values, but very few of them actually live their core values in these moments of uncertainty. It’s the behaviors that are encouraged—or rewarded—in these moments that tell you what your core values really are, and I find that most companies have a wide gap between what is stated and the actual core value.”