Challenger Brands to Watch 2017

Welcome to our annual round-up of the brands and businesses we think are going to make the biggest impact in 2017. Covering categories as diverse as fitness, finance and football, and from new start-ups catching our attention to $16bn mega challengers we can't ignore - here's this year's 20 Challengers to Watch.

A strategic brand consultancy with a single focus: challenger thinking and behaviour. eatbigfish exist to study challenger behaviour and work with businesses who want to become challengers themselves.