He trainsbeforework.
Runs at dawn, climbs at lunch, hikes on Sundays. His week has no off-switch, and his wardrobe can't keep up.
3 places. 3 jackets.1 person.
The city
Looks right. Zero protection from wind or rain.
The gym
Traps heat and looks wrong anywhere else.
The trail
Imported, expensive, built for Everest, not Sunday.
His clothesdecide howfar he goes.
Daniel isnot alone.
of adults in Mexico's cities are physically active in their free time.
INEGI · MOPRADEF 2025Mexico's activewear market today.
IMARC GROUP · 2025Yearly growth expected, reaching $10.2B by 2034.
IMARC GROUP · CAGR 2026–2034One jacket for the whole climb: gym, trail and city.
Built forall of it.
Morning runs and windy summits, covered.
Drizzle on the trail or rain on the way to work.
Full reach on the wall, no restriction.
No logos shouting. It looks right at the office.
Every day is a climb.
We don't sell a jacket for one mountain. We sell the one you wear up all of them.
One day.One jacket.
Storyboard for the launch spot, shot in real locations around CDMX and Hidalgo.
Alarm. He zips up CORE 01 in the dark.
City run at sunrise. The wind hits. He keeps going.
Lunch-break session at the climbing gym.
Summit at sunset. Same jacket. Super: Built for a higher you.
Win the communitybefore the crowd.
Climbing gyms and running clubs in Hidalgo and CDMX wear-test CORE 01.
Hero film and reels with real local athletes in their routines.
Limited pre-order. Demand decides the first production run.
Partner gyms and outdoor stores become showrooms.
Direct-to-consumer.Online first.
Target gross profit on every jacket sold direct.
Of year-one sales through our own online store.
Target customer lifetime value versus acquisition cost.
* Illustrative targets for this concept pitch
To launch CORE 01and provethe climb.
* Illustrative figures for this concept pitch
IsraelCastelán
Founder · Climber · 10+ years selling brands
yrs