1) Customer Segment: Included females and broadened the overall targeted market
2) Customer Relationships: Emphasis on social media
3) Channels: Distribution through mainly athletic retailers (Sportcheck, etc.)
4) Key Activities: Endorsing individuals rather than whole teams
5) Key Resources: Design patents
6) Key Partnerships: Pro model athletic shirts designed and endorsed by professional athletes
7) Cost Structure: High volume, lower cost (original model targets a more niche market at a high cost)
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Business Model Canvas