Coup: Bringing triathletes directly into department stores for triathlon training seminars; making the connection between serious athletes and apparel inside stores.
Insight: Women are much more loyal to brands they're associated with through experiences, not just as spectators. They pay attention to cause marketing and want sponsors to take a stand.
Opinion: The gym is no longer the only place to work out. As women take up more outdoor activities, they're getting more rugged, traveling more and spending more money on outdoor leisure sports.
Forecast: Active women will become increasingly difficult to target through traditional media. One-on-one sponsor contact at events will be even more powerful than it is today. Women's sports are one of the fastest-growing leisure categories, and apparel is rising right along with it.