Challenger Brands 2022

In an ever-shifting marketing landscape, innovation, agility and consumer insights can make or break a business. Legacy brands with well-established names and challenger brands breaking into the space must stay equally competitive to gain and retain a loyal audience. Join Adweek for the fourth-annual Challenger Brands summit, a signature Brandweek series event, to learn from disruptive and legendary brands that are redefining the industry. This year, we’ll explore eight crucial topics ranging from e-commerce to live marketing, UX and more.


The Challenger Brand Summit was a great way to connect with some of the top minds in the game and see/hear the trends before they even become trends. The cross-section of industries, company size, and challenges faced generated both inspiration and ideas for the drawing board. — Kimberly Dillon, Chief Marketing Officer, Papa & Barkley	It's the second year in a row I've attended. I’ve come back both years with specific examples that challenge my clients to consider more breakthrough ways to connect with consumers. — Brian Asner, Strategy Director, FCB	I came away from Challenger Brands feeling so inspired. All the featured brands are companies we admire and it was interesting to get a peek behind the curtain on what propels them forward in their respective industries. Whether you’re a challenger brand or think like one, this is a great conference to attend. — Kathleen Reidenbach, Chief Commercial Officer, Kimpton Hotels & Restaurants

The Challenger Brand Summit was a great way to connect with some of the top minds in the game and see/hear the trends before they even become trends. The cross-section of industries, company size, and challenges faced generated both inspiration and ideas for the drawing board.

— Kimberly Dillon, Chief Marketing Officer, Papa & Barkley

It's the second year in a row I've attended. I’ve come back both years with specific examples that challenge my clients to consider more breakthrough ways to connect with consumers.

— Brian Asner, Strategy Director, FCB

I came away from Challenger Brands feeling so inspired. All the featured brands are companies we admire and it was interesting to get a peek behind the curtain on what propels them forward in their respective industries. Whether you’re a challenger brand or think like one, this is a great conference to attend.

— Kathleen Reidenbach, Chief Commercial Officer, Kimpton Hotels & Restaurants


Jim Belushi Talks 'Stinky Weed' and Following His Passion As a Cannapreneur by T.L. Stanley	How Jennifer Garner Helped Shape the Purpose of Once Upon a Farm by Kelsey Sutton	How Nicole Richie Found House of Harlow's True Customers by Mollie Cahillane
The McBride Sisters Built a Wine Brand in Their Own Way by Paul Hiebert	How Complex Networks Turned Its Hot Sauce Into a Cool 8-Figure Line Item by Mark Stenberg	Peloton's Head of Marketing Talks About Fostering Community and Committing to Diversity by Richard Collings
Why iRobot Still Considers Itself a Challenger Brand After 30 Years by Patrick Kulp	Chance the Rapper on Authentic Brand Deals and Optimizing Virtual Concerts by Kathryn Lundstrom	As Virtual and Physical Merge, Roblox Helps Brands Tap Into Young People by Lucinda Southern
	It's a World of 'Earbud Moments.' Are Marketers Listening? by David Griner