ABSTRACT
This chapter begins with journey with one-on-one, in-depth interviews with VF’s leadership to understand how they thought about the organization’s strengths, passions, and potential for meaningful impact. The VF portfolio of brands support active lifestyles, whether that’s climbing a mountain, skating a ramp, enabling creative self-expression, pursuing adventures, or working with industry leaders' hands. As a portfolio of lifestyle brands, this trend means that VF can no longer take for granted the demand for their products. VF has to move beyond just selling great products to inspiring and enabling people to pursue active, fulfilling lifestyles that the portfolio brands fuel and support. The Council was designed to solicit feedback from VF associates that could help to further refine and vet the emerging purpose territories and begin exploring the implications for how purpose might transform the business. One of the biggest threats facing a portfolio of active lifestyle brands is the rise of sedentary lifestyles around the world.
