Case Studies THE STORY OF YORK ATHLETICS THE BEST INVESTMENTS ARE IN HUMAN BEINGS, NOT PRODUCTS CASE STUDY Mark McGarry knew the challenge ahead of him better than anyone. Having spent much of his career in major roles within Nike and Puma, two globally dominant brands, McGarry knew the barriers to entry in launching a digitally native, direct-to-consumer footwear brand. But that experience also gave him an advantage. He knew the market, the product and the consumer. He knew there was white space waiting to be owned. And he had just the right idea. SITUATION In 2016, Mark launched YORK