In a year of uncertainty, these brands have defined what it means to disrupt


When Adweek launched its Challenger Brands franchise two years ago, the “challenge” still matched its traditional definition: to compete, to push boundaries, to disrupt the status quo. But after a year like 2020, the concept of challenge has taken on a whole new dimension. Not only are almost every brand now being challenged in a variety of ways, the upstarts also have a much tougher battle. The unique economic conditions of the pandemic have shown that the mega-brands seem to have all the cards – size, infrastructure, access to capital, and easy brand awareness. So what hope does a challenger brand have at the beginning of 2021? You will read about it on the following pages. Because no matter how difficult the economic conditions may be, innovation, agility and creative thinking are still of great importance. These virtues have enabled all Adweek 2021 Challenger Brands to steal market share from their more established competitors. And down the street – who knows? – they might be enough to topple them. A select group of the makers and shakers behind the brands you’ll read about will share their insights at our virtual Challenger Brands Summit from February 22nd to 25th. We hope to see you there. – Robert Klara

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Jeffrey Rabinowitz