In a Year of Uncertainty, These Brands Defined What It Means to Disrupt

Adweek’s Challenger Brands honorees are shaking up industries from food and pharmacy to fashion

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When Adweek launched its Challenger Brands franchise two years ago, “challenge” still went by its traditional definition—to engage in competition, to push limits, to disrupt the status quo. But coming off a year like 2020, the notion of a challenge has taken on an entirely new dimension. Not only is most every brand now challenged in multiple ways, but the upstarts have that much tougher a fight.

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This story first appeared in the Feb. 22, 2021, issue of Adweek magazine. Click here to subscribe.

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