[companies] Coasting ("relaxando" - descansando sobre os louros...)

No sentido de parar de inovar (mas ainda assim lançando produtos, etc, meio que 'fazendo de conta').

...it seems like they have been coasting on the rep they built in that era, with no real innovation or evolution of the brand.

Like I've heard XYZ boots were good up until 10 years ago and the new ones are now cheaply made and they are just coasting on name recognition.
Source: Reddit (name of brand ommited/changed, it's just for educational purpose here.)