Prática de Shadowing: How this overpriced jacket invaded corporate America - Aprenda a falar inglês com vídeo
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If you've ever wanted to spend $700 on a coat designed for severe mountain conditions for when it's drizzling on your walk to the L train, you're probably the ideal customer for Arc'teryx. Arer- Arur- Grits Arts. It's a company creating outdoor gear for two types of people: elite mountain athletes like myself and rich indoor boys cosplaying as rich outdoor boys.
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It's a titan of the GORP-core industry, standing for good ol' raisins and peanuts, where high performance outdoor gear like waterproof shells or trail sneakers is recast as something that you'd wear to your tech sales job. Arc'teryx has grown its total revenue from 500 million in 2020 to almost three billion in 2025. That's surpassed Patagonia's $ 1.47 billion revenue and is close to hitting North Face's 3.7 billion in revenue. Man, my back is sweaty already. And with fans like Frank Ocean, this little guy, and this big guy, my only question is: how'd they do it? Oh, Arc'teryx was founded in 1989 in Cda, selling high quality climbing gear and mountain packs.
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It was initially named Rock Solid, but they decided that that name wasn't confusing enough, so they went with Arc'teryx instead. Arc'teryx moved into jackets in 1995 with a partnership with Gore-Tex and haven't really looked back. They pride themselves on making the best technical gear for athletes in any weather condition. Just like this guy.
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Yes, if you spend $800 on a Beta SV, you too can be a white man on a mountain. Their main products are high performance jackets. The Alpha, Alpha SV, Beta SV, or Beta AR. But like its forefathers North Face backpack and Patagonia vest, Arc'teryx jackets have become the uniform of choice for finance and tech bros, which isn't a new phenomenon. For millennia, men with soft hands have wanted to play dress up as men with callous hands. Arc'teryx for most serves as the liberal elite version of your suburban dad driving a Ford F-150. No one's really off-roading with it. But Arc'teryx is unique to its competitors. At least according to its CEO, who says, what does he say?
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Because it spans three distinct market segments: the outdoor market, the outerwear market, and the luxury market. Starting with the first two, Arc'teryx says it's obsessively designed for mountain athletes. They brag about watertight zippers, a storm hood, micro seam technology, other words that mean something. According to their ads, they actually want you trapped in a blizzard, just so you know how good their products are. I mean, Arc'teryx even sells its high performance gear to the US Special Ops, meaning that you can watch sick ass videos like this.
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Whoa. Where did I get this Coors Light from? And why do I suddenly want to hit my wife? I should buy a boat. And that excellence comes at a steep price. The Alpha SV jacket is significantly more expensive than comparable jackets from other competitors like Patagonia or North Face. Nothing like a Coors Light on an empty stomach. Which brings us to the luxury segment which Arc'teryx has embraced. They're not the only outdoors company to dabble in this. Birks did a collab with Louis Vuitton. North Face did a collab with Gucci, which means a lot to middle school Annie who loved her North Face backpack. She was very cool. And everyone will say that. Just don't ask them. Where was I? They've expanded the direct to consumer footprint with almost 250 stores open as of 2026. Over the past six years, they've moved from generating around 70% of sales from other retailers to 75% of sales from their own stores and e-commerce platform. And this matters because they have more control over how their brand is positioned in the GORP-core category. Arc'teryx isn't something that you find with the on-sale rain jackets and REI when a worker tells you that they're union busting. It's a luxury product that deserves a luxury experience.
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Even if you max out your company credit card trying to buy it, it's not my fault that Morning Brew is poor. Uber, can I borrow $5,600? Are you sure? Free shipping. No.
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How am I supposed to work in these conditions?
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Is this is this is what it's supposed to look like? It's going to look cool after.
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You promised me it look cool after. Normally, this jacket would be way too expensive for me to afford on my morning brew salary. But fortunately, I actually got a great job opportunity to make $2,000 of just a few hours of work thanks to my very close friend, Michael [email protected]. So, I've just been informed that Michael 87712 at sludgemail.net.us.com is actually not my friend. He's just a scammer. I named my child after that man. So, my producer is telling me that I'm receiving fake messages from scammers because data brokers sold my information online. They make no effort to stop spammers, scammers, and stalkers. And it's actually perfectly legal. But thanks to Aura, the sponsor of this video, I finally have a way to reduce the spam. My producer is telling me that they keep you safe online by opting you out of data broker sites, monitoring your bank and credit accounts for possible fraud, and providing anti virus for your computer. But do they provide a friend like Michael 87712 was?
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I don't know. Aura monitors 41% more dark web categories than leading competitors. So wherever they go, Aura is already there. Your data is being sold right now. And unfortunately for me, turns out Michael 87712 at sludgemail.net.us.id.com maybe actually didn't need my social security number on my resume. You live and you learn. Our sponsor, Aura, will find the broker selling it and remove you automatically. Try 14 days free at aura.com/morningbrew.
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I miss Michael. But their continued growth in their continued quote coolness is thanks in part to them staying focused on their core audience of mountain athletes. We're happy that we are also attracting folks who want to walk their dog or stand in the pouring rain.
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We don't design for that, but nonetheless, it's really good. See, in every retail CEO, there are two wolves. One wolf wants to protect the product that made their company desirable and popular in the first place. And the second wolf would really like a yacht because the Amalfi Coast is supposed to be beautiful this time of year. Six quote technical performance products, mainly jackets, made up around 60% of Arc'teryx's sales. So Arc'teryx decided to slim down the product line and focus on mountain athletes instead of making outdoor dresses for granola mommies. Speaking of granola mommies, did you know that women also need clothes? Men currently account for 65% of apparel sales at Arc'teryx. Maybe not for long because in their Q1 earnings, they bragged about the revenue that came from quote expanding their feminine color palettes, which is so 2002 of them. I need my like pink shell so I can go to work at my print magazine job and hope that Matthew McConaughey will date me. A girl can dream. Is that a dead raccoon?
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That's definitely a dead raccoon.
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But frankly, the biggest part of their success is due to China. That's my Trump accent. Because apparently Americans aren't the only ones who have money to spend. I don't know, that seems crazy.
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Um, in 2019, Arc'teryx was bought by Anta Sports Products, China's largest sportswear company in the third largest in the world by revenue. And helped Arc'teryx set up shop in luxury real estate markets around mainland China, where they could be placed next to other luxury goods. These leases are important because e-commerce makes up only 15% of Arc'teryx's sales in China versus 39% in North America. I guess drunkenly wine shopping online is a purely American pastime like baseball or those houses that are just all garage. It also got a bump in 2021 when our GORP-core king Xi Jinping wore an Arc'teryx parka to the Winter Olympics and it worked. In 2025, Greater China accounted for 45% of all Arc'teryx's sales compared to 25% in 2020. So Arc'teryx has been riding high other than one small snafu where they set off a bunch of fireworks in the shape of a dragon to quote highlight the coexistence between nature and humans. I mean to be fair to them that is an accurate description of how we currently coexist in nature. Arc'teryx apologized on Instagram saying that they're deeply disappointed that this happened and apologize full stop. My question is disappointed at whom? Arc'teryx. Who are you disappointed at? Yourself? By 2030, Arc'teryx is looking to get five billion a year in revenue. And they're also investing in shoes, which I would be wearing if Morning Brew had let me buy them on the company card.
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Not that I'm bitter about that because after you've spent 5 hours with a plastic jacket and a dead raccoon and 90° heat, I think a girl has a right to be a little cranky about it.
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Pour one out for the dead raccoon. In the eyes of an angel. I don't know the words, but that raccoon is dead. And I've watched it. Where was I? Who knows if Arc'teryx can maintain the delicate balance between increasing their audience and also keeping the product that made them cool. But as long as Timmy keeps wearing his beanie like that, I guess I'm along for the ride.
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The end. Well, I think I've demeaned myself enough for today. That. Okay. Add to cart.
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Anyone who says this is sponsored, they'd make sure the site was working if this was sponsored. Look, not sponsored. Luxury shopping experience. I said a luxury good that deserves a luxury experience. I said, "Kaden, that should be enough
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O Cenário: Como uma Jaqueta Caríssima Invadiu as Empresas Americanas
No vídeo, exploramos a ascensão da Arc'teryx, uma marca de equipamentos de outdoor que se tornou um símbolo entre profissionais de finanças e tecnologia. A conversa mistura humor, dados de mercado e análise cultural, mostrando como uma jaqueta projetada para tempestades de montanha se tornou um uniforme urbano. Essa situação real é perfeita para praticar a compreensão de inglês coloquial, com expressões como "cosplaying as rich outdoor boys" e referências a tendências como o "GORP-core".
Trechos Úteis e Colocações para Memorizar
- "cosplaying as": Usado para descrever a atitude de fingir ser outra pessoa. Exemplo: "Rich indoor boys cosplaying as rich outdoor boys".
- "titans of the industry": Refere-se a empresas dominantes no setor. Exemplo: "It's a titan of the GORP-core industry".
- "slim down the product line": Reduzir a variedade de produtos. Exemplo: "Arc'teryx decided to slim down the product line".
- "ride high": Estar em uma fase de sucesso. Exemplo: "Arc'teryx has been riding high".
- "delicate balance": Equilíbrio difícil de manter. Exemplo: "maintain the delicate balance between increasing their audience and keeping the product cool".
Seu Desafio de Shadowing: Repita e Imite
Para melhorar sua pronúncia e fluência, use o método de shadowing: reproduza pequenos trechos do vídeo (3-5 segundos) e repita imediatamente, copiando a entonação, ritmo e ênfase. Comece com frases como: "If you've ever wanted to spend $700 on a coat designed for severe mountain conditions..." ou "Arc'teryx was founded in 1989 in Cda, selling high quality climbing gear...". Use um shadowing site para gravar sua voz e comparar com o original. Praticar diariamente por 10 minutos ajudará você a internalizar a linguagem natural do inglês, como nos vídeos que usamos para aprender inglês com vídeos. Lembre-se: o objetivo é imitar, não apenas repetir!
Gramática neste vídeo
As estruturas que o falante mais usa, com as palavras exatas do vídeo:
| Estrutura | No vídeo |
|---|---|
| Present perfect have/has + particípio passado — uma ação passada que ainda importa agora | you've ever wanted · has grown · haven't really looked |
| Voz passiva be + particípio passado — o foco está no que acontece, não em quem faz | was founded · is positioned · been informed |
| Orações relativas who / which + oração — informação extra sobre uma pessoa ou coisa | Gucci, which means · palettes, which is · ones who have |
O que é a Técnica de Shadowing?
Shadowing é uma técnica de aprendizado de idiomas com base científica, originalmente desenvolvida para o treinamento de intérpretes profissionais. O método é simples, mas poderoso: você ouve áudio em inglês nativo e repete imediatamente em voz alta — como uma sombra seguindo o falante com 1-2 segundos de atraso. Pesquisas mostram melhora significativa na precisão da pronúncia, entonação, ritmo, sons conectados, compreensão auditiva e fluência na fala.