🏆 UEFA Women’s EURO 2025 Breaks Records: Why Player Power and Cultural Relevance Are Reshaping the Game

In a rematch of the 2023 FIFA Women’s World Cup final, England defeated Spain to win the UEFA Women’s EURO 2025 in Switzerland. But beyond the final result, this year’s tournament signalled a shift in scale, attention and cultural value - across attendance, digital engagement, athlete influence and brand performance.

The women’s game has moved from breakthrough to benchmark.

📊 Tournament Performance Snapshot

• 657,291 total fans attended across 31 matches (29 sold out)

• 34,203 fans attended the final in Basel

• 35% of attendees travelled internationally, representing 160+ nationalities

• Swiss host cities reported a 12% visitor increase and 27% spending growth

• 500M+ global viewers engaged with the tournament (projected)

• The final is expected to surpass 45M streams globally

• UEFA’s app and website saw over 49M views, with 20.7M+ social engagements

• 95K+ fans joined organised fan walks; 1M+ engaged in fan zones

🌟 Player Power: Michelle Agyemang and the Youth Surge

• Michelle Agyemang, 18, became a breakout star and Young Player of the Tournament

• She scored stoppage-time goals in both the quarter-final and semi-final, despite playing just 138 minutes

• Her personal story - from Wembley ball girl to national hero - trended across major platforms and inspired high-volume, high-sentiment content

• Other emerging stars like Iman Beney, Vicky López, and Smilla Vallotto also gained sharp follower growth and commercial attention

• Player-led content outperformed official or sponsor-led creative across TikTok, Instagram and YouTube Shorts

📣 Brand Share of Voice & Engagement (Campaigns That Cut Through)

The brands that succeeded at EURO 2025 didn’t just sponsor - they participated in culture, activated quickly, and let players lead.

🏁 Nike - 11OME & the Journey Home

• Nike led the post-final moment with “It’s not just coming home. It’s 11OME.”, deployed across OOH, social and live activations.

• Featured arrival content, fan installations and cultural commentary.

• Delivered a 35% spike in Instagram engagement on @nikefootball during finals week, with 4.2M+ views on the hero video in 48 hours.

🔥 Adidas - Icons of the Future, Aygemergency & Star Power

• Adidas’s Icons of the Future featured Alessia Russo, Aitana Bonmatí, Michelle Agyemang and Vicky López - blending performance footage with off-pitch storytelling.

• Their reactive “Break in Case of Aygemergency” stunt went viral after Agyemang’s second clutch goal:

  • Store displays, TikTok assets and GIF packs generated 2.5M+ video uses in 48 hours

  • Agyemang’s follower count surpassed 1M during the campaign window

• Adidas led earned share of voice among sponsors from quarter-finals through to the final (source: Talkwalker).

💳 Visa - Fans Without Borders

• A docuseries highlighting fan journeys across Europe drew 12M+ views and lifted brand favourability by 11% in UEFA-related social media conversations.

🎧 Spotify - Player Soundtracks

• Spotify's curated playlists featured players like Russo and Batlle, generating 400K+ streams and strong organic shares via athlete profiles.

💄 L'Oréal - Game Face

• TikTok-first beauty content featuring Iman Beney and Selma Bacha became the most engaged branded beauty content during the tournament.

🚗 Volkswagen - Penalty Challenge Fan Zones

• VW’s interactive zones drew 18,000+ participants, with 120K+ UGC moments feeding directly into UEFA’s official channels.

👀 How It Compares: Men’s & Women’s Benchmarks

To frame the scale of EURO 2025:

• The FIFA Club World Cup Final 2023 drew 81,118 attendees and ~107M viewers - less than EURO 2025's combined reach

• A 2025 men’s pre-season friendly (Man Utd vs West Ham) drew 82,566 - the biggest US football crowd of the year, but with limited global broadcast impact

• The UEFA Women’s EURO 2022 had 574,875 attendees and 365M viewers - both surpassed this year

• The FIFA Women’s World Cup 2023 reached over 2B viewers, with ~2M attending in person

• The UEFA Women’s Champions League Final 2025 (Arsenal vs Barcelona) drew 38,356 and 3.6M viewers

• By comparison, the FIFA Men’s World Cup Final 2022 drew 88,966 in-stadium and 1.5B peak global viewers

• The UEFA Men’s EURO 2020 reached 5.2B total audience, with 328M for the final

📌 Key Takeouts

• UEFA Women’s EURO 2025 broke all previous records across attendance, engagement, and economic impact

• Player-led narratives drove the tournament’s reach, especially among younger and digital-first audiences

• Nike owned the post-final moment, but Adidas’s real-time cultural play and player focus captured early share of voice

• Digital-first, culturally fluent brands like Spotify and L'Oréal delivered standout performance through relevance over reach

• Women’s football is no longer emerging - it’s defining what successful sports marketing looks like in 2025

🔮 Next Steps for Brand Marketers

• Get closer to athletes, not just federations - player-driven content is now the primary mode of influence

• Plan for culture, not just coverage - campaigns must be reactive, meme-literate and mobile-native

• Treat women’s football as primary commercial territory - not CSR or secondary inventory

• Use live experiences to feed digital storytelling - not just as standalone stunts

• Track ROI by share of voice and cultural impact, not just legacy prestige

UEFA Women’s EURO 2025 wasn’t just a tournament. It was a live demonstration of where fan energy, brand value, and cultural influence are moving next.

The players are ready. The fans are watching. And the smartest brands are already on the pitch.

🧹 Cleaning House: YouTube Tightens Rules on AI-Generated ‘Slop’ Content

YouTube’s crackdown on “inauthentic” content marks a strategic shift in the platform’s fight against low-effort, AI-generated media. As of 15 July, the company will update its YouTube Partner Program (YPP) monetisation policies, targeting mass-produced and repetitive content - much of it now made possible by generative AI tools.

For brand marketers, recruiters, and content strategists, this policy update is more than a tweak to platform guidelines. It signals a growing platform-wide push to preserve quality, trust, and authenticity in the age of synthetic content.

📊 Supporting Stats

• AI content is booming: According to Goldman Sachs, generative AI could automate up to 25% of content creation across industries by 2025.

• Low-quality content is on the rise: A 2024 report from 404 Media uncovered that a viral YouTube true crime channel was entirely AI-generated, sparking user backlash and wider platform scrutiny.

• Trust is fragile: Research from Edelman’s Trust Barometer shows that 61% of global consumers say they would lose trust in a platform if it profits from misleading or fake content.

✅ Pros - What’s Working?

• Clarification, not overreach: YouTube insists this is a “minor update” designed to provide clearer examples of inauthentic content. This could help creators better navigate what’s monetisable.

• Spam deterrence: Cracking down on mass-produced AI content helps reduce spam-like experiences for users, which could increase watch time for high-quality content.

• Brand protection: For advertisers, clearer boundaries help ensure their ads don’t appear alongside deepfakes, misinformation, or AI-generated “slop.”

⚠️ Cons - What Are the Limitations?

• Unclear enforcement: The actual policy language hasn’t been released, which creates uncertainty for creators and agencies alike.

• Reaction and remix grey areas: While YouTube says reaction videos and clip commentary are safe, the subjective nature of what counts as “original” could lead to over-moderation.

• Risk of over-correction: Without nuance, some small creators using AI ethically could be penalised alongside bad actors.

🔍 Opportunities - What Should Brands Focus On?

• Authenticity as currency: This policy shift reinforces that audiences (and platforms) value originality. Brands investing in distinctive, human-led content will stand out.

• Human-AI hybrids: AI isn’t banned - but lazy automation is. Brands can explore ethical, creative AI integration (e.g. voice cloning with disclosure, AI-enhanced scripting) that complements rather than replaces human input.

• Content audits: Now is a smart time to evaluate brand channels and partnerships for content integrity and alignment with evolving YPP standards.

🚧 Challenges - What Barriers Persist?

• Platform inconsistency: YouTube’s track record of enforcement is mixed. Scams, deepfakes, and AI spam still surface despite tools for reporting them.

• Speed of AI innovation: AI video creation is advancing faster than moderation systems can adapt. This creates whack-a-mole enforcement challenges.

• Monetisation anxiety: For creators and agencies managing influencer talent, these updates raise fears of sudden demonetisation without clear recourse.

📌 Key Takeouts

• YouTube is updating monetisation rules to combat AI-generated, repetitive, or spammy content.

• The update, while framed as minor, reflects growing concerns about platform quality and user trust.

• Ethical AI use is still allowed, but originality and value-add are critical.

• Brands must reassess content strategies, especially where AI tools are involved.

🎯 Next Steps for Brand Marketers

• Audit creator partnerships for content originality and compliance with YouTube’s evolving standards.

• Avoid full automation: Refrain from publishing fully AI-generated content without significant human input or editorial oversight.

• Prioritise disclosure: Where AI is used, make it transparent to viewers.

• Explore quality signals: Invest in creators and content that demonstrate thought leadership, creativity, and audience trust - all of which are likely to be favoured by future algorithms.

YouTube’s tightening grip on AI slop isn’t just policy housekeeping. It’s a cultural signal: originality still pays.

📱 TikTok's US Reinvention: What It Means for Brands, Creators and Culture Marketers

TikTok is preparing to split. According to The Information (July 7, 2025), the platform is developing a U.S.-specific version of its app ahead of a possible sale to American investors. The redesigned app could hit U.S. app stores by 5 September, with users expected to migrate fully by March 2026.

This development is driven by U.S. political pressure: former President Donald Trump confirmed discussions with China are set to resume, stating a deal is “pretty much” in place. But Beijing’s stance on ByteDance divestment remains unclear, especially following tariff escalations earlier this year.

For brand and creator marketers, this is more than a policy story. It’s a shift in the infrastructure behind the most culturally potent social platform in the U.S., home to over 135 million monthly active users, and a key engine for youth trends, creator commerce, and real-time content discovery.

✅ Pros: What Could Work in Marketers’ Favour

Platform continuity, with political cover
If a U.S. version helps TikTok avoid a ban, the platform gets a new lease on life with less regulatory uncertainty. That brings much-needed stability to brands and creators who’ve held back due to legal ambiguity.

Opportunity for region-specific innovation
A U.S.-operated version could develop custom tools, formats and features tailored to domestic user behaviour and commercial needs. Think: better brand safety controls, integrated commerce, or enhanced first-party data access.

Potential return of cautious advertisers
TikTok’s U.S. ad revenue is expected to grow from around $10 billion in 2024 to over $14 billion in 2025. A U.S.-sanctioned version could trigger budget reallocation in Q4 and beyond, especially among marketers seeking a stable, scalable alternative to Meta or YouTube.

First-mover advantage during relaunch
If TikTok reframes itself publicly around the U.S. launch, early brand partners could benefit from increased visibility, promotional support, and platform favouritism.

❌ Cons: Risks and Limitations to Monitor

Fragmentation across markets
Two versions of TikTok could mean diverging algorithms, user interfaces, or product roadmaps. Global campaigns may require localisation not just in message, but in platform mechanics.

Friction in user migration
Users will need to download a new app by March 2026. That opens up a window of churn, confusion, and content drop-off - especially among less tech-savvy or casually engaged users.

Creator monetisation could stall
If monetisation tools (Creator Fund, gifts, brand collabs) lag during the transition, top creators may diversify to other platforms. That threatens TikTok’s cultural edge and brand reach.

Continued political exposure
Even if the app relaunches under U.S. ownership, regulatory scrutiny won’t vanish. Data practices, content moderation, and youth safety remain open targets for legislation.

⚠️ Watchouts for Brand, Creator and Influencer Marketers

• API and data access may change. Campaign measurement tools and analytics platforms could experience lags or require re-integration with the new U.S. app.

• Influencer performance benchmarks may reset. If engagement metrics shift due to user drop-off or algorithm tweaks, influencer rates and ROI models may need recalibration.

• Paid media planning needs agility. Paid placements might face a brief pause or changes in approval processes. Flexibility in budget allocation will be key.

• Creator contracts may need updating. Usage rights, timelines, and KPIs tied to TikTok activations should account for app migration scenarios and audience volatility.

📌 Key Takeouts

• TikTok is developing a new U.S.-specific app, reportedly launching 5 September 2025, with full user migration expected by March 2026.

• 135M+ U.S. monthly users and 1.6B+ globally are affected—core audiences for creator-led campaigns.

• Global ad revenue exceeded $23B in 2024, with U.S. revenue expected to hit $14B+ by end of 2025.

• If TikTok is pulled from the U.S., up to $8.6B in ad spend could migrate to competitors like Instagram and YouTube.

• This shift is both a risk and an opportunity for brands ready to move quickly and creatively.

🎯 Next Steps for Brand Marketers

1. Map exposure to TikTok U.S.
   Audit current spend, creator partnerships, and campaign dependencies. Identify key risks and backup plans.

2. Scenario-plan for split platforms.
   Develop strategies for U.S.-only TikTok operations, especially if global features diverge or if content must be localised for performance.

3. Engage creators early.
   Proactively brief creator partners on what’s known, plan long-term relationships, and be ready to support their transition between versions.

4. Monitor platform announcements closely.
   Watch for updates to commercial policies, new ad tools, and the timeline of deprecation for the old app.

5. Stay agile across your short-form mix.
   Invest in creative flexibility that can move between TikTok, Reels, Shorts, and emerging formats as needed.

TikTok’s U.S. reboot marks a new phase in the platform’s evolution - from global disruptor to regional battleground. For marketers, it’s not just about brand presence. It’s about preparedness, speed of response, and having the right creators in your corner as the next version of TikTok takes shape.

How Unilever Used AI to Make Soap Go Viral: Culture Meets Content at Scale

Unilever’s cookie-scented Dove drop didn’t just clean up on TikTok - it scrubbed away any lingering doubt that AI-powered, creator-led marketing is the new playbook for FMCG relevance. This campaign offers a sharp case study on how big brands can marry technology and culture to drive sales and social clout. But it’s not without its trade-offs. Let’s break it down.

🔍 Campaign Recap: The Scent of Success

To launch its limited-edition Crumbl cookie-inspired Dove body care line, Unilever went big on scale, speed, and scent-driven storytelling. A vast influencer network helped the brand pull in over 3.5 billion earned impressions, and 52% of customers who bought the product were new to Dove. Crucially, these results weren’t just down to influencer volume - they were enabled by a smart AI-powered content infrastructure.

Unilever used Nvidia’s Omniverse platform to create digital twins of its products - down to packaging, label and language variants - and fed these into its own Gen AI Content Studios to generate thousands of visual assets a week. These assets were then deployed across its influencer network, and remixed again via AI to fit platform-specific formats and audience segments.

✅ The Pros: What Worked

1. Speed and Scale Without Creative Burnout

Unilever moved from generating “single digit” assets per month to thousands per week. That level of scale is unheard of in traditional CPG creative workflows. It gave influencers fresh, brand-ready content to work with - allowing for faster campaign launches, A/B testing, and trend responsiveness.

2. Influencer ROI That Converts

A powerful stat backs this up: 49% of consumers now make purchases monthly as a result of influencer content. In beauty and personal care, where trial is key, social validation is often more persuasive than legacy brand equity. This campaign showed that tapping into trusted creators still delivers - especially when amplified by AI-enabled formats.

3. New Customer Acquisition at Volume

The standout figure: 52% of sales came from first-time Dove buyers. That’s a strong result for a legacy brand, proving that culturally relevant limited editions can act as a brand gateway. It’s also a rare example of influencer work tied directly to incremental growth.

4. Asset Remixing for Maximum Reach

By using AI to resize, reformat and reposition creator content, Unilever extended campaign life and adapted it for each platform. From TikTok sound-on formats to Instagram carousels and Stories, the brand avoided creative fatigue and ensured higher content fit.

⚠️ The Cons: Risks and Trade-Offs

1. Too Much Volume Can Kill the Vibe

There’s a point where content volume becomes noise. Pushing thousands of branded assets per week may satisfy algorithms, but risks audience fatigue. Without strong creative direction, brands can drift into generic, forgettable content.

2. Authenticity at Risk

While influencer content performs best when it feels spontaneous, AI-optimised assets can tip into over-produced territory. If creators become mere content distributors instead of storytellers, the trust that underpins influence starts to erode. Already, over a third of marketers cite authenticity concerns when using AI-generated content.

3. The AI Influencer Question

Unilever hinted at exploring AI-generated influencers in the future. But 37% of consumers already say they find AI avatars less trustworthy than humans - raising the risk of backlash, especially in categories like skincare where emotional connection and credibility matter.

4. Lack of Guardrails

AI-generated content and virtual influencers remain largely unregulated. Only around 22% of brands currently have AI influencer disclosure guidelines, despite 78% planning to implement them. Without governance, the risk of reputational damage - through undisclosed AI usage or misleading content - is real.

🧭 Key Takeouts for Brand Marketers

1. Start with Humans, Scale with AI

The most effective campaigns still begin with culturally fluent creators. AI is a tool for scale and speed - not a replacement for taste and tone. Use it to adapt, not to dictate.

2. Put Cultural Relevance First

Don’t confuse tech innovation with cultural impact. The Crumbl collab worked because it tapped into a real trend - food-inspired beauty - not just because it used AI. Culture is the soil; AI is the fertiliser.

3. Treat Content Like Inventory

You don’t just need more content - you need the right mix, at the right time, for the right channel. Build modular content ecosystems that allow for remixing, personalisation and localisation. Think of assets as a supply chain, not a finished product.

4. Future-Proof Your AI Ethics

Start building internal playbooks for AI disclosure, content governance and creator transparency. It won’t just help mitigate risk - it will build trust with consumers and regulators alike.

🧠 Final Thought: The New Brand OS

Unilever didn’t just run a campaign - it demonstrated what the future brand operating system could look like. Creators fuel culture, AI enables distribution, and digital twins make agility real. For FMCG brands looking to remain culturally relevant and commercially viable, this is the blueprint.

But let’s not forget: while AI helps you move fast, it’s still the humans who decide where to go.

Check out the WSJ’s take here: https://www.wsj.com/articles/how-unilever-used-ai-to-make-soap-go-viral-8e723717?mod=cio-journal_lead_story

e.l.f. Isn’t Playing Games: How Beauty’s Underdog Is Winning Sports Marketing

By now, most brand strategists know that investing in women’s sport is no longer a fringe play - it’s one of the most high-impact, high-return moves in modern marketing. But what e.l.f. Cosmetics is building under CMO Kory Marchisotto isn’t just a sponsorship portfolio, it’s a blueprint for how purpose-led sports marketing can unlock both equity and mass-market opportunity.

From the PWHL to the NWSL, NASCAR to Twitch, and even the Super Bowl, e.l.f. isn’t “entering” sports - it’s rewriting the rules of engagement. Here’s why their approach is one every brand marketer should be studying right now.

1. This Is Access Marketing.

Marchisotto puts it best: e.l.f. isn’t selling makeup, it’s selling access. And that insight is what transforms each sports partnership into a cultural movement. By backing women athletes across underserved sports and untapped fanbases - from IndyCar’s Katherine Legge to Paralympic swimmer Anastasia Pagonis - e.l.f. is doing more than turning up. It’s holding the door open.

Stat to know: 94% of women in the C-suite played sports. e.l.f. connects the dots between access to sport and access to power - turning every sponsorship into a statement on leadership, visibility, and inclusion.

2. e.l.f. Sees the Gaps Where Other Brands See Risk

In a sports marketing landscape where only 9% of sponsorship dollars go to women’s sports (Sports Innovation Lab, 2023), most brands hesitate. e.l.f. acts. The brand's Super Bowl strategy? Spotting that 50% of the audience are women, but less than 1% of ads actually speak to them. Cue Jennifer Coolidge, age 60, in an unapologetically pink moment of disruption. And then back again the next year, with an 80-year-old fronting a spot. Proof that e.l.f. doesn’t just back underdogs - it centres them.

Brand move: Instead of following demographics, e.l.f. flips them into strategic insight. Where others see a women-heavy audience as irrelevant to sport, e.l.f. sees massive underexposure, and therefore, massive brand potential.

3. It’s Not Just Who They Sponsor - It’s How They Show Up

This isn’t about logo slaps and generic media buys. When e.l.f. activated around Katherine Legge at the Indy 500, the result was seismic. The brand’s installation had queues stretching for miles - surrounded by legacy oil and gas sponsors, e.l.f. became the symbol for a new era. A pink car, a female driver, and fans who’d never seen themselves reflected on track before. Emotional relevance, brand-first design, and disruption in one move.

4. From Twitch to Wrestling: Playing Where Others Aren’t

One of e.l.f.’s earliest moves was launching a Twitch channel (e.l.f. You) after discovering that 77% of women on the platform had experienced bullying. Rather than exit the space, e.l.f. created one. The channel became a digital sanctuary where makeup, gaming, and identity could coexist - with real talk, financial literacy, and leadership lessons thrown in. That same mindset led to the brand sponsoring women’s high school wrestling, now the fastest-growing girls’ sport in the US.

This is future-forward brand marketing. Less about being seen in all the usual places. More about finding where your audience isn’t yet seen, and turning up with purpose.

5. Partnerships With Cultural Architects, Not Just Teams

From Billie Jean King to Sarah Spain and the iHeart Women’s Sports Audio Network, e.l.f. aligns with changemakers. Their “Change the Board Game” campaign reframed leadership in a visual, viral way - pushing for more women and diverse leaders on corporate boards. The power here? Using sports not just for fan engagement, but as a lens to challenge systems and influence structures.

Why This Matters

e.l.f.’s model is proof that sports marketing - done right - is no longer about placing logos, it’s about placing values. In a media and cultural landscape where representation is the battleground, e.l.f. shows how beauty brands (and beyond) can activate in sport not to follow culture, but to build it.

For CMOs and strategists, this is a case study in:

• Identifying underleveraged audience spaces

• Reframing DEI into action-based strategies

• Using brand as a bridge between access and equity

• Understanding fan culture not by sport, but by unmet need

High-Impact Stats Recap:

• 94% of women in the C-suite played sport (EY)

• Only 9% of sponsorship dollars go to women’s sport (Sports Innovation Lab, 2023)

• 50% of Super Bowl audience are women, yet less than 1% of ads target them (e.l.f. insight)

• 77% of women on Twitch report being bullied (e.l.f. research)

• Women’s wrestling is the fastest-growing high school sport in the US (NFHS)

Final Word:

This is not a campaign playbook. It’s a paradigm shift. e.l.f. isn’t playing the sponsorship game. It’s changing it - and inviting the industry to rethink what sports marketing can do for brand equity, audience trust, and long-term cultural impact.

Check out the full interview on Adweek for deeper insights from Kory Marchisotto. https://www.adweek.com/brand-marketing/elf-cosmetics-sports-marketing-cmo-kory-marchisotto/

Most Brands Get Fandom Wrong. Here’s Why.

Fandom is having a moment. Again.

There are endless headlines about the rise of the “new” fan - hyper-engaged, platform-native, born into meme culture and fluent in niche. Reports churn out taxonomies and traits: the Gen Z sports obsessive, the K-pop stan, the streaming superfan. The message is clear: fans are a powerful cohort, and brands need to figure them out.

But here's the problem: most of the conversation still treats fandom like a fixed attribute - a type of person to be targeted, instead of a context-dependent behaviour to be earned.

Let’s be clear: fandom is not a personality type. It’s a response.
It emerges when the right conditions exist - when people find cultural meaning, community, emotional return or creative agency in the worlds they connect with.

Some of those conditions are designed. Others are accidental. But none of them are guaranteed.

Fandom is a system, not a segment

Brands love segmentation: who are these fans, where do they live, what’s their disposable income? Useful in some ways. But it misses the deeper point.

Two people with the same music taste or media habits might engage in wildly different ways depending on what the cultural system around them offers:

• One fan watches passively. Another edits tour footage into narrative arcs with fan theories, inside jokes and timeline canon.

• One buys a jersey. Another crowdfunds a documentary to preserve the club’s grassroots story.

• One streams the album. Another builds a Discord server that outlives the release cycle.

Same interest. Different conditions. Different behaviour.

Fandom is shaped by access, expectation, community design, and the level of creative or emotional input the world around it allows. It’s not a thing people bring. It’s a thing they build - often in response to how a brand, artist or platform sets the tone.

Behaviour > Belonging

Want to understand the future of fandom? Don’t ask “Who are these people?” Ask “What are they able (or invited) to do?”

• Are they given tools to remix and reframe stories?

• Is there frictionless access to the source or mystique to unravel?

• Is it reciprocal, performative, devotional, communal?

• Does the platform enable connection or gatekeep it?

Some of the most successful fandoms didn’t scale because of who the fans were, but because of what the ecosystem allowed:

• The NBA’s growth among Gen Z isn’t about youth appeal alone. It’s about its embrace of player-as-creator culture - from TikTok to League Fits to podcasting.

• Coachella’s branded relevance isn’t rooted in legacy. It’s powered by the annual ritual of fashion, identity play, livestream hype, and digital presence far beyond the desert.

• Dungeons & Dragons’ renaissance didn’t come from rebranding the game. It came from opening the gates, letting players become performers, creators and communities.

Numbers to know

• 63% of Gen Z say they connect more deeply with brands that help them express or create, not just consume (GWI, 2024).

• The top 10% of artist superfans drive over 40% of digital music revenue - not just through streaming, but through ticketing, merch, and premium content (MIDiA Research).

• Fandom-first platforms like Discord, AO3 and Letterboxd are growing faster than social platforms in active engagement metrics year-on-year (WARC, 2024).

So what does this mean for brands?

If you want to build real fandom, stop treating it like a demographic to court.

Instead:

• Design for behaviour. Enable rituals, remixing, self-expression. Create the tools and signals that allow fans to act.

• Respect the tempo. Not all engagement is always-on. Some fandoms thrive on drops, delays, suspense.

• Map the inputs. Fandom isn’t output. It’s what happens when the cultural inputs - intimacy, relevance, recognition - align.

Because you don’t own fandom. You don’t get to define it.

You only get to design the conditions where it can emerge - or not.

Sources:

• GWI “Future of the Creator Economy” Report, 2024

• MIDiA Research: “Superfans & Monetisation” 2023

• WARC: “Fandom Platforms 2024 Benchmark”

Charlotte Tilbury and Dallas Cowboys Cheerleaders: A Game-Changing Partnership in Beauty and Sports

In a landmark move that’s shaking up both the beauty and sports worlds, British makeup powerhouse Charlotte Tilbury has become the Dallas Cowboys Cheerleaders’ first-ever official beauty partner. This bold collaboration drops just ahead of the cheerleaders’ Season 2 return on Netflix, and it’s about far more than looks - it’s a powerful celebration of strength, confidence, and influence.

More Than a Sideline Show

The Dallas Cowboys Cheerleaders aren’t just background performers - they’re icons. Known as “America’s Sweethearts,” they’ve been a defining part of American culture for decades, symbolizing discipline, dedication, and charisma. Now, with their Netflix docuseries reaching millions, their story resonates on a global stage.

Charlotte Tilbury shares that drive. As a trailblazer in beauty, she’s built her brand on innovation and empowerment, pushing women to own their identity and express themselves fearlessly. Teaming up with the DCC is a perfect fit - two women-led powerhouses elevating what it means to perform and represent.

Redefining What Beauty Means in Sports

This partnership flips the script on traditional ideas of beauty in athletics. It’s not about fitting a mold - it’s about celebrating individuality and excellence. Fans can look forward to exclusive behind-the-scenes content, surprise pop-ups, and on-site beauty experiences at AT&T Stadium that bring Charlotte Tilbury’s signature energy right to the heart of the action.

Every cheer, every movement, every smile will carry that extra spark of confidence. This is a collaboration that highlights performance and self-expression as one and the same - proving that strength and style aren’t mutually exclusive.

A Cultural Moment That Matters

In today’s world, where women continue to break barriers in sports and entertainment, this partnership stands out as a beacon of progress. Charlotte Tilbury’s leap into American sports, following her work with F1 Academy™, signals a broader movement: empowering women to thrive in spaces historically dominated by men.

For young women and fans watching, this alliance sends a clear message - it’s possible to lead, innovate, and make your mark on your own terms.

What to Expect Next

With the Dallas Cowboys Cheerleaders’ Netflix Season 2 set to drop, this partnership invites audiences to witness more than just performances. It’s about seeing these athletes as trendsetters and role models who embrace their full selves — on and off the field.

Blending British beauty expertise with American sports culture, this partnership celebrates collaboration, empowerment, and evolution. It shows that today’s culture rewards those who break new ground and inspire others to do the same.

The Charlotte Tilbury x Dallas Cowboys Cheerleaders collaboration isn’t just a branding deal - it’s a cultural reset. Prepare to see the cheerleaders bring their game - and their confidence - to a whole new level, proving that power and self-expression can’t be separated.

SXSW London: A Missed Opportunity That Must Do Better Next Time

Plenty of people have been asking: does the UK really need SXSW London? One comment I came across recently summed it up bluntly - why pay £1,560 for a delegate pass when we already have a thriving ecosystem of homegrown showcase events like The Great Escape, Sound City, FOCUS Wales, Wide Days, ILMC, Chris Carey’s FFWD, and the important work being done by Dr. Yasin El Ashrafi in Leicester?

That stuck with me, and I have to say - I didn’t attend SXSW London. Not because I didn’t want to be curious, but because I genuinely didn’t feel the offering justified the price or the time investment. And based on the programming, reviews, speaker lineups, social media feedback, and media coverage I’ve since seen, I’m confident I made the right call.

Safe, Sanitised, and Superficial

The programming, on paper, felt like it was built for browsing, not building. Most sessions were short - around 30 minutes - with overstuffed panels and no room for actual dialogue. The tone seemed more suited to a stream of corporate keynotes than a space for meaningful cultural exchange. In an era where creative industries are under immense pressure, SXSW London missed an opportunity to go deep, take risks, and speak to the realities of the moment.

Uninspired and Over-Engineered

From what I’ve seen and read, the speaker lineup lacked edge. The event seemed to play it safe - choosing recognisable, brand-friendly names over people actually moving the needle creatively. The result? Sessions that read like a LinkedIn feed brought to life: polished, shallow, and largely forgettable.

Politics Over People

One of the most talked-about aspects was the unannounced appearance of Tony Blair and David Cameron. That decision prompted backlash and led to some artists withdrawing in protest. The term “artwashing” was used for good reason - injecting politics without transparency felt misjudged and undermined any sense of community trust or cultural authenticity.

Branded Vibes, Not Cultural Pulse

Visually, the event looked slick - but many attendees commented that it felt like a branded trade show rather than a genuine celebration of culture. It leaned heavily into commercial polish, yet struggled to capture real creative energy. Even the freebies - like mini branded speakers - felt symbolic of the disconnect between branding and value.

The Elephant in the Room: The Price Point

Let’s not ignore this: £1,560 for a delegate pass is not just steep, it’s exclusionary. Especially when freelancers, small organisations, and emerging artists are already stretched. Multiple people have pointed out how unsustainable this is. I wouldn’t be surprised if next year sees an influx of complimentary passes just to get the right crowd in the room.

What SXSW London Needs To Do Next Time

1. Earn the Right to Be Here
   Engage with the creative communities already thriving across the UK. Don’t impose - collaborate.

2. Lower the Price Point - Dramatically
   If you claim to value accessibility, make it real. This isn’t Silicon Valley.

3. Rebuild Credibility
   Avoid political PR stunts. Prioritise integrity and transparency.

4. Create Space for Real Dialogue
   Slow the format down. Allow time for meaningful conversation, not just soundbites.

5. Centre UK Creativity
   SXSW London has to reflect UK-specific voices, challenges, and strengths. Otherwise, it’s just SXSW-lite.

Bottom line: Even from a distance, the debut of SXSW London seemed to miss its moment. There’s no denying the infrastructure was solid, but the substance felt hollow. If it’s going to earn its place in the UK’s cultural landscape, it needs to be rethought from the ground up - with humility, fairness, and a genuine commitment to the creative communities it claims to serve.

Until then, we already have better options.

🗞️ For more thoughtful analysis on culture, fashion, music, sport, and brand strategy, checkout the rest of the articles from On The Record here: https://www.vickybeercock.work/on-the-record

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Pinterest at Coachella: When Trend Forecasting Becomes Real-World Influence

Coachella has always been more than just a music festival, it’s a cultural canvas, a barometer for style, and a live-action moodboard for what’s next. And in 2025, one platform quietly, yet powerfully, helped shape the entire aesthetic landscape of the festival: Pinterest.

While most brand activations at Coachella aim for viral moments and influencer buzz, Pinterest took a more layered approach,  one rooted in data, relevance, and cultural intuition. The result? A standout presence that didn’t just complement the festival experience, it helped define it.

The Source of Style: How Pinterest Predicted the Festival Look

Pinterest has always been a hub for inspiration, but ahead of Coachella 2025, the platform became a style authority. By analyzing millions of user searches tied to the festival, Pinterest was able to forecast the top aesthetics Gen Z and fashion-minded audiences were gravitating toward, including emerging trends like Dark Ethereal and Pastel Goth.

But it didn’t stop at trend prediction. Pinterest also surfaced how festival-goers were remixing and personalising these styles. The platform showcased a new wave of self-expression: blending references, layering aesthetics, and making the look their own. That level of cultural sensitivity, backed by real-time user behaviour, made Pinterest a powerful guide for anyone planning their Coachella fits.

The Manifest Station: Turning Inspiration Into Action

On the ground, Pinterest brought its digital influence into the real world with the Manifest Station, an immersive activation designed to help attendees explore and embody the trends they’d been Pinning for weeks.

The experience featured curated style boards from celebrity stylists, interactive displays, and, most importantly, free on-site glam teams ready to help anyone bring their look to life.

And they meant anyone. As Pinterest put it:

“You don’t have to be Chappell Roan to have our free on-site stylists make all your festival dreams come true.”

(Though Chappell Roan did show up, which made the moment all the more iconic.)

This approach created a rare balance: it honoured the influencer ecosystem while making space for the everyday user to feel seen, celebrated, and styled.

Measurable Impact, Cultural Resonance

Pinterest didn’t just make a splash visually, the impact was measurable. The platform saw a significant spike in engagement tied to Coachella-related searches: from outfit planning and accessories, to hair, nails, and makeup. Users weren’t just inspired; they were activated.

Pinterest had successfully moved from moodboarding to meaningfully influencing how festival-goers prepared, dressed, and expressed themselves, both online and IRL.

Why This Strategy Worked

In an age where influencer-driven activations can feel exclusive or performative, Pinterest chose a smarter path — one that recognises both the power of creators and the value of the broader community.

By embracing a both/and mindset, prioritising big cultural moments and everyday self-expression, Pinterest delivered an experience rooted in relevance, accessibility, and authenticity. It showed that cultural leadership isn’t just about who you platform, but how you empower the full spectrum of your audience.

For brands watching from the sidelines: this is the blueprint.

Tariff Threats, Cultural Fallout: How Trump's Trade War Shapes Brand Influence in Sports, Music, Entertainment, Alcohol, Beauty, Tech, Gaming, and Luxury Fashion

As Donald Trump escalates his rhetoric around tariffs and trade wars, brands across sports, music, entertainment, alcohol, beauty, tech, gaming, and luxury fashion face a new wave of uncertainty. While tariffs are traditionally discussed in economic terms, their ripple effects extend far beyond pricing and supply chains—impacting cultural relevance, brand positioning, and consumer sentiment in profound ways.

The Fragility of Cultural Capital

For brands, cultural relevance isn’t just about selling products—it’s about shaping conversations, driving engagement, and building communities. Tariffs disrupt this equilibrium by forcing brands to rethink their partnerships, pricing, and global market strategies. In industries reliant on cultural cachet—where perception is everything—this unpredictability is a dangerous game.

Music, Entertainment & Sports: A Collateral Cultural War

The music and entertainment industries are deeply intertwined with global trade. Merchandising, touring, streaming, and even the availability of musical instruments and production equipment are all vulnerable to tariff hikes. If Trump's policies trigger retaliatory measures from key markets like Europe or China, artists and entertainment brands could face rising costs, regulatory hurdles, and strained international relationships.

Canada has already warned of the impact of tariffs on the live music industry, with the Canadian Live Music Association’s president and CEO, Erin Benjamin, highlighting the uncertainty caused by these threats. While acknowledging the risks, she also pointed to opportunities for the domestic music scene, reinforcing the importance of supporting local talent. Similarly, Spencer Shewen, artistic director of the Mariposa Folk Festival, noted that Canadian talent is becoming even more dominant in response to these trade disruptions. (rootsmusic.ca)

Sports brands, which thrive on cross-border sponsorships and global fan engagement, also risk disruption. If tariffs hit apparel and footwear—industries already navigating economic headwinds—companies like Nike, adidas, and Puma may pass costs onto consumers, affecting accessibility and eroding brand loyalty. Meanwhile, American sports leagues with international ambitions (such as the NBA and MLS) may face backlash if geopolitical tensions sour overseas market expansion.

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

The alcohol and beauty industries thrive on perception. Luxury spirits and premium beauty brands are global status symbols, carefully curated to resonate across cultures. But tariffs on European imports—think Scotch whisky, Champagne, and premium fragrance houses—create pricing volatility that alters the aspirational appeal of these products. Trump’s recent threat of a 200% tariff on European wines, Champagnes, and spirits has raised alarms among U.S. importers and retailers, with industry leaders warning of drastic reductions in demand. 

This isn’t just an economic issue; it’s a cultural one. If once-affordable luxury becomes unattainable, brand desirability could shift, opening the door for regional competitors to fill the void.

Luxury Fashion: The Price of Prestige

Luxury fashion is particularly vulnerable to tariffs, as it relies heavily on European craftsmanship and heritage. Iconic brands like Louis Vuitton, Chanel, Gucci, and Prada may face higher import duties on leather goods, handbags, and apparel. This could force them to either absorb the cost, reduce margins, or increase prices—potentially alienating aspirational consumers and affecting desirability.

A significant part of luxury fashion’s cultural relevance stems from its accessibility at various levels, whether through entry-level products like perfumes and accessories or high-end ready-to-wear collections. If tariffs disrupt this balance, the exclusivity that defines luxury could shift—creating an opportunity for emerging designers or locally produced alternatives to capture market share.

Additionally, the resale market—driven by platforms like The RealReal and StockX—could also be affected, as pricing adjustments ripple through the industry. This would impact not only luxury houses but also the broader ecosystem of influencers, stylists, and cultural tastemakers who contribute to brand storytelling and desirability.

Tech & Gaming: The Cost of Innovation

Tech and gaming are arguably the most exposed industries in this scenario. Manufacturing dependencies in China, Taiwan, and South Korea make hardware companies and gaming brands vulnerable to cost spikes. PlayStation, Xbox, and PC gaming brands may be forced to adjust pricing or delay product launches. Meanwhile, content creators—whose cultural influence extends beyond gaming into music, fashion, and film—may find sponsorship deals and brand collaborations disrupted as companies cut budgets in response to rising costs.

Analysis suggest that these tariff measures could lead to a 0.3% decrease in the U.S. GDP and a 0.2% reduction in the capital stock, reflecting potential declines in investment and economic growth. 

The Brand Strategy Imperative

For brands navigating this turbulent landscape, staying culturally relevant requires more than just financial agility. The brands that will emerge strongest are those that:

1. Double Down on Localised Storytelling: Brands should pivot their marketing strategies to lean into regional narratives, ensuring resonance even if global trade frictions impact accessibility.

2. Strengthen Authentic Collaborations: Strategic partnerships with artists, athletes, and cultural icons can help maintain brand desirability despite economic uncertainty.

3. Emphasise Sustainability & Ethical Sourcing: In a world increasingly driven by conscious consumerism, brands that champion domestic production, sustainability, and ethical sourcing can turn trade challenges into opportunities.

4. Adapt Pricing & Accessibility Strategies: Flexible pricing models, exclusive drops, and creative bundling can help maintain consumer interest despite tariff-induced cost fluctuations.

Final Thought: Tariffs as a Cultural Test

Trump’s tariff threats aren’t just about economics; they’re a litmus test for brand resilience in an era of geopolitical and cultural flux. The most successful brands won’t just react to economic policy—they’ll shape their own narratives, ensuring they remain relevant, desirable, and culturally indispensable in a world that’s constantly shifting beneath their feet.

The question is: will your brand weather the storm, or will it become another casualty of cultural irrelevance?

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

Not long ago, defining a podcast was simple. It was an audio show, distributed via RSS feeds to various platforms, consumed primarily through listening. But today, the lines are blurred. YouTube is now a leading podcast platform, Spotify has embraced video, and monetisation has expanded beyond ad sales into live tours, merch, newsletters, and social media activations. The very notion of what a podcast is—and where it belongs—has become increasingly fluid.

This shift is not just about semantics; it has profound implications for creators, audiences, and the business of content distribution. The once-clear boundaries between podcasts, traditional broadcasting, and influencer-driven media have dissolved. Today’s biggest podcast names are just as likely to be digital-first content creators who bypassed traditional audio production as they are veterans from public radio. The industry is being reshaped by new audience behaviours, platform priorities, and the rising power of personal brands.

The Fragmentation of Audio and Video

For years, podcasting was an audio-first medium, a space where storytelling, conversation, and journalism thrived through the power of the human voice. But as visual platforms like YouTube and TikTok push further into spoken content, podcasts are becoming a hybrid of audio and video experiences. Does this mean a podcast is now simply content that can be understood whether heard or watched? Some argue that the term no longer serves a clear purpose at all.

A similar shift occurred in television and film. Streaming services disrupted traditional formats, blurring distinctions between cinema and episodic content. Now, podcasting is experiencing its own disruption. “Simulcast,” “new broadcast,” and other attempts to redefine the space hint at a broader transformation. The medium is no longer constrained by its original technical definition; it is evolving into an adaptable, multi-platform experience.

The Business of Podcasting: Where Do Creators Fit?

As the industry expands, so do the economic stakes. Who owns the rights to monetise a podcast when it exists as a YouTube series, a live tour, and a merch-driven brand? Should podcasters be classified as influencers, tapping into the multi-billion-dollar creator economy, or should they remain within the podcast advertising ecosystem? These questions are no longer theoretical—they are shaping the financial models that sustain creators and networks alike.

Podcast networks and platforms must now structure deals that account for the fluidity of content distribution. The power dynamics between creators, distributors, and advertisers are shifting. The challenge is not just about defining what a podcast is, but also about ensuring sustainable revenue streams for those who create them.

The Future of Podcasting: A Cultural Reframing

At its core, podcasting has always been about storytelling and community. Whether through an intimate conversation, investigative reporting, or deep-dive analysis, the format thrives on engagement. Perhaps the most enduring definition of a podcast is not a technical one, but a cultural one: a platform for voices, narratives, and ideas to resonate in an increasingly fragmented digital landscape.

If podcasts are to remain relevant, they must continue to evolve alongside audience habits and technological shifts. The question is not just “What is a podcast?” but “How do we continue to build meaningful experiences in a world where content exists everywhere?” The answer will shape the future of storytelling itself.

The AI Revolution: Cultural Relevance, Brand Innovation & What to Watch

THE AI REVOLUTION: CULTURAL RELEVANCE, BRAND INNOVATION & WHAT TO WATCH

Artificial Intelligence (AI) is no longer a distant future—it’s here, rewriting the rules of culture, brand marketing, and influence. The brands, artists, and athletes who harness AI’s power strategically will lead the charge, while those who hesitate risk cultural irrelevance. Here’s what’s happening now, who’s pushing boundaries, and what’s next in the AI-driven era.

BRANDS LEADING THE CHARGE

The AI arms race in brand marketing is accelerating, with forward-thinking companies integrating AI to create hyper-personalised consumer experiences and new avenues for engagement.

• L’Oréal is setting the standard in beauty with its AI-powered Beauty Genius assistant, offering real-time skincare and makeup advice. This technology is redefining inclusivity and accessibility in the beauty space.

• Nike is leveraging AI to tailor athlete-inspired content, create virtual try-on experiences, and streamline its DTC (Direct-to-Consumer) strategy.

• Coca-Cola is experimenting with AI-generated ad campaigns, proving that machine learning can push creative boundaries in storytelling.

• Ulta Beauty has been using AI since 2018 to personalise recommendations and create frictionless shopping experiences—showing that early adoption is a competitive advantage.

HOW AI IS RESHAPING CULTURE

AI isn’t just about efficiency—it’s a creative force reshaping cultural narratives and consumer expectations.

• In music, AI-generated tracks are challenging traditional artistry. Artists like Grimes are leaning in, offering AI-generated vocal stems for remixes, while the industry debates ownership and authenticity.

• In sports, AI-driven data analytics are transforming athlete training, fan engagement, and even sponsorship strategies. Expect AI-powered personalised content to redefine sports marketing.

• In film & content, AI is disrupting production workflows, with companies like Runway and iFlytek offering tools that automate editing, scriptwriting, and even video generation. The lines between human creativity and AI augmentation are blurring fast.

OPPORTUNITIES & CHALLENGES

For Brands

• Hyper-Personalisation – AI enables brands to tailor messaging, experiences, and products with unprecedented precision.

• Efficiency Gains – From automated customer service to AI-powered supply chains, brands can streamline operations.

• Brand Authenticity at Risk – AI can craft the perfect campaign, but does it resonate emotionally? Consumers still crave human connection.

• Ethical & Data Privacy Issues – Brands must navigate data ethics, avoiding backlash over AI-driven decision-making.

For Artists

• New Creative Tools – AI can generate unique sounds, visuals, and concepts at scale.

• Revenue Expansion – AI opens doors to licensing and new monetisation streams.

• Loss of Creative Control – Who owns AI-generated content? Copyright laws haven’t caught up yet.

• Devaluation of Human Artistry – If AI can mimic styles flawlessly, how do human artists maintain distinctiveness?

For Athletes

• Optimised Performance – AI-driven training analytics can boost performance and prevent injuries.

• Deeper Fan Connection – AI-generated content offers personalised fan engagement.

• Data Misuse & Surveillance – The ethical implications of AI-tracked biometrics are still murky.

• AI as the Opponent – With AI-enhanced training, could human vs. AI competitions become a reality?

WHAT TO WATCH NEXT

1. AI-Powered Virtual Influencers – As AI-generated personalities gain traction, brands will need to rethink authenticity.

2. AI in Live Experiences – From immersive concerts to AI-powered brand activations, expect experiential marketing to evolve rapidly.

3. AI Regulation & Backlash – As AI adoption grows, regulatory scrutiny will increase. Transparency and ethics will become key brand differentiators.

4. The Human + AI Collaboration Model – The future isn’t AI vs. humans—it’s AI amplifying human creativity. The brands, artists, and athletes who master this balance will shape culture in the years ahead.

Final Take: AI is a cultural superpower, and the boldest players are already leveraging it to redefine marketing, creativity, and engagement. Brands that move quickly, experiment fearlessly, and respect the ethical dimensions will lead the new cultural frontier. The question isn’t if AI will change everything—it’s how ready you are to evolve with it.

Why Beauty Brands Betting on Sports is More Than Just a Trend

11th March 2025

In today’s brand landscape, cultural relevance is currency. The brands that win are the ones that embed themselves authentically into the conversations, communities, and movements shaping consumer behaviour. And right now, one of the most lucrative and untapped intersections is where beauty meets sport.

Long gone are the days when sports sponsorships were reserved for beer brands and energy drinks. Beauty has made its move—and it’s playing to win. This isn’t just a passing trend. It’s a fundamental shift in how beauty brands position themselves in the broader cultural ecosystem, leveraging the star power of athletes and the cultural cachet of sports leagues to capture new audiences. But as with all things in marketing, the key to success isn’t just about showing up—it’s about showing up in the right way.

From Surface-Level Sponsorships to Strategic Cultural Plays

The first wave of beauty’s foray into sports was largely experimental—think one-off sponsorships or logo placements that felt more like a box-ticking exercise than a meaningful collaboration. But we’ve since moved beyond the early, surface-level partnerships. The brands making the biggest impact are those thinking strategically, embedding themselves within the sports world in a way that feels organic, purposeful, and aligned with their brand DNA.

Take e.l.f. Cosmetics, for example. Their multi-year partnership with the National Women’s Soccer League (NWSL) isn’t just about brand visibility—it’s about shared values. By positioning itself as the league’s official makeup and skincare partner, e.l.f. is tapping into the growing influence of women’s sports while championing female empowerment. This is no passive sponsorship; it’s an integrated cultural play, with activations spanning social, digital, and experiential channels to ensure that their presence in the sports space is felt, not just seen.

Similarly, Sephora’s partnership with Unrivaled Basketball isn’t merely about aligning with women’s sports—it’s about amplifying the existing cultural synergy between beauty and basketball. The introduction of the “Sephora Carpet” for tunnel walks (akin to the red carpet but for athletes) is a masterstroke, tapping into the undeniable influence of athletes as style icons and the ritualistic nature of beauty in self-expression. These are not just sponsorships; they are brand-building moments designed to resonate far beyond the court.

Why Sports Is Beauty’s Next Frontier

For years, fashion brands led the charge in infiltrating the sports space—luxury labels like Louis Vuitton, Dior, and Balenciaga recognised early on that athletes are cultural powerhouses capable of selling more than just sneakers. But beauty brands have been slower to capitalise on this potential. Until now.

The past year alone has seen an explosion of beauty-meets-sports deals: Charlotte Tilbury backing the all-female F1 Academy, CeraVe partnering with athletes like Anthony Davis, and Glossier making a play for women’s basketball with its Team USA partnership. Even traditionally fragrance-first brands like Jo Malone are getting in on the action, tapping NFL players and securing Super Bowl ad placements. Why? Because the power of sport goes beyond the game itself—it’s an entry point into global fandoms, deep emotional connections, and the aspirational storytelling that beauty brands thrive on.

And let’s not forget the biggest untapped market in all of this: men’s beauty. Grooming, skincare, and even nail colour are increasingly part of the modern male athlete’s image. The fact that Sally Hansen is aligning with NBA rookie Jared McCain—who openly embraces nail polish and TikTok culture—speaks volumes about where the industry is headed. Sports offer beauty brands a way to reach male audiences in an authentic, aspirational, and non-intimidating way.

Winning the Beauty x Sports Game

The brands making the most impact in this space are the ones treating it as more than just a sponsorship opportunity. They are tapping into the emotional connection that fans have with their favourite athletes, aligning with leagues that share their values, and, most importantly, finding authentic ways to integrate themselves into the sports conversation.

This is not a short-term marketing play—it’s a long-term brand positioning move. The brands that get it right will reap the rewards of being seen as cultural leaders, not just advertisers. Beauty isn’t just infiltrating sports—it’s rewriting the playbook.

Dua Lipa: The Rise of a Cultural Powerhouse Beyond Music

1st March 2025

Dua Lipa: From Pop Star to Cultural Powerhouse

Dua Lipa may have risen to fame through her music, but her influence extends far beyond the charts. Over the past few years, she has strategically built a personal brand that positions her as not just a pop icon, but a tastemaker, entrepreneur, and cultural figure with a global impact.

Aesthetic and Authenticity: Crafting a Distinctive Identity

From the outset, Dua Lipa has been intentional about curating a visual and sonic identity that sets her apart. Her fashion choices—bold, nostalgic, and seamlessly blending high fashion with Y2K aesthetics—have solidified her as a style icon. Whether walking the red carpet in custom Mugler or fronting campaigns for Versace, she embodies a confident, modern femininity that resonates with both Gen Z and millennials.

However, what makes her brand compelling is its authenticity. Unlike manufactured pop personas, Lipa comes across as effortlessly herself, whether she’s posting candid travel snapshots or sharing unfiltered thoughts on her Service95 platform. This relatability has been key to her appeal.

Service95: Expanding Into Media and Thought Leadership

One of the most interesting extensions of Lipa’s brand is Service95, her digital newsletter and book club. Launched as a platform to share recommendations across culture, politics, and social issues, it positions her as more than just an entertainer.

This venture not only aligns with her interests—it also allows her to engage with fans in a deeper way. While many celebrities use newsletters to promote their own projects, Service95 feels like an extension of Lipa’s genuine curiosity about the world. Her interview with Amal Clooney or coverage of underrepresented stories proves she’s not just dabbling in media—she’s actively shaping conversations.

Strategic Brand Partnerships: More Than Just a Face

Lipa’s collaborations in fashion and beauty aren’t just about endorsements; they reinforce her image as a modern cultural figure. Her partnership with Versace culminated in her co-designing the La Vacanza collection—proof that she’s not just a muse, but a creative force brands trust to shape their aesthetic.

This goes beyond a standard celebrity-brand deal. Lipa has the rare ability to bring cultural credibility to luxury fashion while still appealing to mainstream audiences. Her work with Puma, YSL Beauty, and Evian further proves her ability to move between high fashion and accessible, lifestyle-driven partnerships.

The Future: A Multi-Hyphenate Career in the Making

As her music career evolves, it’s clear that Lipa is thinking beyond the typical trajectory of a pop star. With Service95, high-fashion collaborations, and even whispers of potential film projects, she’s following the blueprint of icons like Rihanna and Beyoncé—artists who transitioned from musicians to full-fledged business moguls.

Dua Lipa’s brand is built on more than just hit records. It’s about influence, intellect, and an ability to shape culture beyond music. As she continues to expand her empire, she’s proving that the modern pop star is no longer just a singer, but a multidimensional force shaping fashion, media, and global conversations.