Targeted turnaround: Saucony's EMEA VP on leveraging heritage for modern growth

Europe is currently experiencing a significant and enduring surge in running, fueled by factors like the post-pandemic focus on health, the emergence of Gen Z, and the increasing popularity of social run clubs. This robust trend offers an opportunity for brands with a heritage rooted in running. However, to harness this resurgence in a sustainable manner, they must first recalibrate their approach.