High fit

Update is about installing a new framework even when the old one is still functional. Chris McElroy came in with a solid framework — outdoor gear, REI, core enthusiasts — and it was working. But the call pushed him to update that framework entirely: Knox isn't just for outdoor people, it's for anyone seeking presence over distraction. That's a much bigger market and a much more interesting brand story, but it required letting go of the narrower identity the brand had settled into.