Liquid x Avasta Challenger Index | What Is A Challenger Brand?

Ever wonder what makes brands like Hubspot, Kia, and Hoka so magnetic?
They're what we call challenger brands-the fearless disruptors who dare to reimagine what's possible in their industries.
Being a challenger isn’t just about being the small player taking on the giants-it’s about capturing tomorrow's customers today.
They're the companies that are already winning the hearts and minds of early adopters and innovators.
And the most fascinating part? Their demand outpaces their revenue. While today's numbers tell one part of the story, the real magic lies in their unstoppable momentum and future potential.
Sure, they face pushback from industry incumbents. But challengers thrive on turning roadblocks into launching pads. They don't just adapt to change-they create it, reshaping their categories along the way.