Introduction The idea behind the establishment and success of Freitag was to produce bicycle messenger bags from recycled truck tarpaulins. Within a period of ten years, the firm’s owners had managed to increase its product portfolio of accessories and bags. Between 2009 and 2014, Markus and Daniel Freitag began to develop sustainable clothing as the new raw materials for the company’s future products. This meant that they were ready to target and enter an entirely new market segment. This move meant that there was additional branding, marketing, and innovative activities were needed at Freitag. The emerging challenges included the need to meet the changing demands of the existing customers by focusing on style and design, the focus on individuals who took the issue of sustainability seriously, and the nature of the existing mass market. This paper gives a detailed analysis of this case and offers evidence-based strategies for moving forward. Critical or Central Issues Freitag has remained a successful and profitable business venture because of its owner’s ability to stay true to the outlined mission and vision statements. The production of bags, wallets, and laptop carriers from recycled materials is something that resonates with the demands and expectations of its customers. The existing business model has supported operations and met the needs of different clients. After the emergence of new challenges in the market, Freitag decided to focus on a new journey aimed at manufacturing a new material that was sustainable. The main objective was to ensure that different customers received high-quality workwear (von Wittken, 2017). The second aim was to deliver new raw materials that tackled the problems associated with synthetic and cotton products in the global market. The company’s leaders were, therefore, grappling with these critical issues:   * Was the production of sustainable clothing material the right way to go?   * How would the existing customers react to the targeted innovative idea and the potential implication on the overall identity of the company’s brand?   * Which group of customers should Freitag consider or target for its new collection of sustainable materials or clothing? Fortunately, the lessons and experienced recorded in the past have empowered the company’s leaders to identify the best approaches for fulfilling the changing needs of different clients. The most outstanding observation is that the firm should continue to focus on its original values and consider the issue of sustainability (von Wittken, 2017). There is also a need to reflect on the issues associated with the nature and success of the original bags made from recycled tarpaulins. Case Analysis: Goals vs. Constraints Freitag has implemented a powerful business model that has made it possible for all workers to deliver high-quality products to the identified and existing customers. The leaders have remained true to this firm’s true value proposition. It has implemented evidence-based and acceptable manufacturing procedures that promote sustainability and environmental conservation (von Wittken, 2017). The continuous analysis of the changes experienced in the global market made it possible for the company to grow e