🏆 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.

🧨 Sydney Sweeney x American Eagle: Viral Success Meets Cultural Backlash

Sydney Sweeney’s campaign with American Eagle may have delivered a 15% stock surge and over 30 million video views - but it’s now under fire for tone-deaf creative, controversial messaging, and perceived lack of representation. What started as a denim-led push ahead of back-to-school season has become a flashpoint for criticism around language, identity, and corporate responsibility.

For brand marketers, this campaign is a live case study in what happens when cultural impact collides with cultural insensitivity - and why fame alone isn’t a strategy.

🔢 Supporting Stats

• +15.29% stock jump: American Eagle’s share price rose from $10.20 to $11.76 in four days, adding $310 million in market value (Consequence, July 2025).

• 30M+ views per video: Campaign content under the tagline “Sydney Sweeney Has Great (American Eagle) Jeans” rapidly gained traction across TikTok and Instagram.

• $68M quarterly loss: The campaign follows a difficult Q1 for American Eagle, with an adjusted operating loss of $68 million attributed partly to tariff pressures (AdWeek, July 2025).

• 100% proceeds pledged: All revenue from “The Sydney Jean” will go to Crisis Text Line for domestic violence support - though this messaging was not clearly communicated in the main campaign assets.

✅ Why It Works (or Initially Did)

1. Culture-Led Visibility
The campaign’s humour and format were clearly designed for TikTok-native audiences. With Sydney Sweeney’s proven viral track record (see Dr. Squatch’s “Bathwater Bliss” launch), American Eagle gained massive reach during a key retail period.

2. Stock Market Response
The immediate financial impact - a sharp valuation boost - shows how campaign buzz can influence Wall Street sentiment, not just consumer attention.

3. Denim Product Relevance
A back-to-school drop, limited-edition “Sydney Jean,” and prominent billboards in NYC and Las Vegas made this a high-visibility, product-linked activation.

⚠️ Why It’s Controversial

1. The “Great Genes” Pun
Critics flagged the tagline as loaded with eugenics-era implications, often associated with race, attractiveness, and selective genetics. Swapping “genes” for “jeans” may have seemed like wordplay, but many saw it as culturally tone-deaf.

2. Lack of Representation
Commentators on X (formerly Twitter) noted the absence of diverse talent behind the scenes and on-screen. The choice of a white, blonde actress as the sole campaign face amplified concerns about exclusion.

3. Missed Messaging Opportunity
Despite the campaign’s charitable intent - with all proceeds supporting domestic violence awareness — most audiences didn’t know. The creative focused on style and irony, not substance.

4. Risk of Fame Overload
Sweeney’s recent “bathwater soap” campaign was another viral flashpoint. Some critics questioned whether her growing brand presence is veering into overexposure or self-parody.

🧠 Key Takeouts for Brand Marketers

• Attention ≠ approval. A viral campaign can generate both financial uplift and reputational risk simultaneously.

• Language matters. Even seemingly harmless wordplay can carry unintended historical or cultural baggage.

• Representation in the room is critical. Inclusive teams help surface potential risks before they reach the public.

• Purpose must be visible. Charitable partnerships add value only when clearly communicated and integrated into creative.

• Celebrity alignment needs a long-term narrative. Sweeney’s cultural power is clear - but fame alone can’t insulate a brand from missteps.

🧘‍♀️ JP Morgan Downgrades Lululemon: What It Signals for Premium Brands

Lululemon has long been a case study in brand strategy - a premium player that turned technical apparel into a lifestyle movement. But last week, JP Morgan sent a clear signal to the market: the momentum is slowing. The firm downgraded Lululemon from Overweight to Neutral, slashing its price target from $303 to $224. The decision reflects not just a weaker U.S. outlook, but deeper challenges facing premium-positioned brands navigating changing consumer expectations.

Why the Downgrade Happened

JP Morgan analyst Matthew R. Boss cited several core reasons for the rating cut:

• Delayed product catalysts: Key new ranges like Align No Line and Glow Up are being pushed to H2 2025, slowing short-term growth.

• Inventory drag: Roughly 40% of stock is tied up in underperforming seasonal colourways, leading to higher markdowns.

• Soft U.S. traffic: Same-store sales were constrained by a more cautious consumer and falling footfall.

• Macro headwinds: The U.S. premium activewear market is forecast to grow just 1.0% in 2025–26, down from 11% in FY21–24 (Euromonitor).

The result? Q2 U.S. revenue growth is expected to slow to +1.2%, down from +1.7% in Q1 - a notable deceleration for a brand once considered untouchable in its category.

📈 Pros – What’s Still Working?

• Innovation drives interest: Products like Be Calm and Daydrift are outperforming, proving demand for technical innovation remains strong.

• Women’s segment remains robust: Management is doubling down on female-led product rollouts in H2 2025.

• Global expansion opportunity: Despite a more measured pace in China, international markets remain Lululemon’s most scalable growth lever.

📉 Cons – What’s Under Pressure?

• Overdependence on seasonal basics: 40% of inventory is in colourway updates that aren’t converting — a risk in an era of slower impulse purchasing.

• Margin compression: Higher markdowns and SG&A costs are hitting profitability and long-term margin ambitions.

• Brand cooling in China: Once a rocket-fuelled growth market, China Mainland is now showing signs of normalisation, forcing Lululemon to adjust its strategy.

🔍 Opportunities - Strategic Levers for Brands

• Rethink product drops: Seasonal rotation is less compelling than material-led or performance-led storytelling. Align new launches with clear functional benefits.

• Tighten U.S. brand narrative: A more discerning consumer needs more convincing. Reinvest in why the brand matters, not just what it sells.

• Localise global growth: With China plateauing, emerging markets in APAC and EMEA offer room to adapt and diversify Lululemon’s premium story.

⚠️ Challenges - What to Watch

• Inventory-to-demand misalignment: Overweighting SKUs that don’t convert creates operational drag and reputational risk.

• Cultural saturation: Even iconic brands can fall into cultural invisibility without refreshed storytelling.

• Economic softness: Premium players must now justify their price tags with clarity and credibility - not just aesthetic appeal.

🧠 Key Takeouts

• JP Morgan’s downgrade of Lululemon marks a shift in analyst sentiment and market confidence.

• Premium brands can’t rely on seasonal novelty alone - function and innovation now lead.

• Global growth requires more nuanced, localised strategies to avoid overreliance on any one market.

🎨 Hermès Keeps the Creative Fires Burning: Nearly 50 Artist Commissions in 2025

Introduction
As a beacon of luxury and craftsmanship, Hermès is doubling down on its digital-first narrative strategy in 2025 - demonstrating sustained leadership in brand culture. Half a year into this year, the maison has already commissioned almost 50 artists to create bespoke content for its social channels - an extraordinary volume that reflects both a strategic investment in artistic talent and a broader commitment to creativity-led engagement

📊 Supporting Stats

• Nearly 50 artist commissions between January and July 2025

• Instagram campaign feature timeframe: launches have been ongoing consistently since early in the year

• Brand growth correlation: In 2024, Hermès recorded an 11.3% increase in Q3 sales (constant currency), reaching €3.7bn - outpacing peers like Kering (‑16%) and LVMH (‑4.4%)

✅ What’s Working

1. Crafting Narrative-Driven, Art-First Content

Hermès leverages Instagram not to simply showcase product, but to elevate it into story. Their “micro‑installations” are artist-led animations where objects transform through surreal, magical moments. Annie Choi’s reel, for example, sees a Parisian rooftop turn into a puzzle-box unwrapping a watch like a precious gift

2. A Diversity of Artistic Voices

On board this year are talents ranging from Guilluame Dégé and Helen Ferry to Maria Jesús Contreras, Angela Kirkwood and Geoffroy de Crécy - a carefully curated international mix

3. Seasonless, Consistent Creative Cadence

Rather than hinging posts on product launches or events, Hermès focusses on a continuous stream of artistic stories, sustaining engagement through diverse content.

⚠️ Where Barriers May Arise

• Cost Intensiveness
  Commissioning dozens of artists - sometimes with animation, sound, and production- requires considerable budget and coordination.

• Creative Risk Management
  Entrusting distinct voices can introduce disparate aesthetics, posing brand coherence risks.

🌱 New Opportunities

• Amplifying Artist Profiles
  Hermès can further develop behind-the-scenes content - process reels, artist interviews, Q&A sessions - to deepen emotional connection.

• Cross-Collaborations
  Pairing visual artists with musicians, sculptors, writers or even interactive technologists could yield richer, more immersive storytelling.

⚠️ Strategic Challenges

• Maintaining Quality at Scale
  Nearly 50 commissions in seven months signals ambition - but consistency in creative quality becomes critical as volume increases.

• Measuring ROI
  While engagement and brand aura are key metrics, Hermès must also navigate how to attribute impact to sales, brand preference, sentiment and longer-term cultural capital.

📌 Key Takeouts

• Hermès’ artist-led storytelling effectively marries luxury and creativity.

• The commitment - nearly 50 artist commissions in mid-2025 - supports a culture-first brand positioning.

• Results include strong metrics: 11.3% sales growth in Q3 2024, outpacing peers.

• Risks include cost, brand coherence, and the need for robust measurement.

🚀 Next Steps for Brand Marketers

1. Adopt Artist Commissioning as a Core Content Strategy
   If your brand has poetic or aesthetic roots, consider commissioning artists regularly - ideally every 4-6 weeks.

2. Curate a Mix of Global & Niche Talent
   Hermès balances well-known and emerging artists - this strategy supports both credibility and discovery.

3. Prioritise Multi‑Modal Output
   Include audio, captioning and motion in your commissions to maximise cross-platform appeal.

4. Institute Monitoring Frameworks
   Track metrics beyond likes - consider long-term brand lift, sentiment analysis and downstream conversion metrics.

5. Experiment with Cross-Discipline Projects
   Start with small-scale pilots pairing your visual commissions with performance, music or film to test hybrid content formats.

Conclusion
Hermès’ 2025 approach - anchored in sustained, artist-first content - reveals a pathway for brands to evolve from product promoters to cultural curators. With scale and consistency, they’re transplanting craftsmanship into the digital realm, proving that luxury can be both artful and agile.

🔍 Spotlight: Annie Choi Brings Hermès to Life

One of the standout collaborators in Hermès’ 2025 artist lineup is Annie Choi, also known as Ancho Poncho. With a background in animation and illustration, and a portfolio spanning Studio Ghibli, Loewe, Burberry and Helmut Lang, Choi brings a surreal, poetic edge to the Hermès universe.

🎥 From Apple to Artefact

In a now-viral Instagram reel, Choi animates an ordinary apple as it unfolds into a Hermès handbag. The piece references Japanese puzzle boxes - objects that conceal surprise through elegant mechanics. With over 17,000 likes and dozens of comments, the animation has become one of Hermès’ most engaged posts this year, demonstrating how art-led storytelling can outperform traditional luxury content.

🏛️ Packaging as Architecture

Another reel reimagines Hermès’ historic Paris HQ as a magical puzzle. A rooftop statue rotates like a key, unlocking the building façade to reveal a glowing H08 watch transitioning from day to night. The animation merges urban architecture with cinematic storytelling, expanding the idea of “packaging” into a narrative experience. As Domus put it: “The Hermès headquarters becomes a rotating jewellery box. The product becomes part of the story.”

📚 Dreamlike Worlds, Real Cultural Capital

Choi’s third contribution transforms a grand, imaginary library into a discovery space for Hermès accessories. Hidden drawers and rotating shelves reveal scarves and bags tucked behind books - recalling the narrative tone of Studio Ghibli’s most iconic interiors. Publications like Creapills and WeRSM praised the campaign’s originality, calling it a “masterclass in visual poetry.”

Why This Collaboration Matters

• Story-first, not product-first: These aren’t straightforward ads. They’re visual stories where Hermès objects play supporting roles in larger imaginative worlds.

• Cultural credibility: Partnering with an artist of Choi’s calibre brings cultural weight, particularly among younger creative audiences.

• Visual cohesion: Despite the variety of scenes, Choi’s signature palette and animation style maintain aesthetic continuity across posts.

This deeper spotlight reinforces Hermès’ approach: commissioning artists not as content creators, but as storytellers. The result is a brand presence that feels more like a digital gallery than a luxury ad feed - a strategy that’s earning both engagement and industry recognition.

🎭 Jordan Goes Broadway: The Air Jordan 40 Launch That Sang Its Legacy

To mark 40 years of the Air Jordan line, Jordan Brand didn’t just drop a new sneaker - it dropped a full-scale musical. “Too Easy”, created by long-time creative partner Wieden+Kennedy, flips a black-and-white basketball court into a full-colour stage, with NBA and WNBA stars delivering lyrics about rejection, injury, and ambition. The timing is bold - Jordan Brand revenue doubled between 2020 and 2024, before a 16% decline in the most recent fiscal year. This campaign feels both celebratory and recalibrative.

Contextual Stats & Market Position

• Nike’s footwear dominance is easing: Global sports footwear market share decreased from 28.8% in 2021 to 26.3% in 2024, reflecting stronger competition from brands like On and Hoka

• Nike still leads overall apparel/footwear: While Nike remains the largest sportswear company, its share dip highlights increasing market pressure

• Gen Z demands culture and authenticity:

  • 67% of Gen Z are more loyal to brands that speak openly on social issues

  • 54% want behind‑the‑scenes content, and 2.2× trust brands collaborating with familiar creators rather than celebrities

  • 76% use TikTok for humour and light content, while 73% prefer short‑form videos to learn about new products

  • 51% of Gen Z prioritise socially responsible companies when choosing what to buy

Cultural Relevance & the Power of Storytelling

The “Too Easy” campaign implicitly addresses this new consumer mindset:

• It creates immersive, narrative‑driven content that meets Gen Z’s appetite for story arc, theatrics, and emotional impact.

• By featuring both NBA and WNBA stars, the campaign aligns with Gen Z values of inclusivity and representation.

• The theatrical format and musical framing tap into “brand lore”, a growing trend among digital‑native audiences

Key Takeouts

• Nike holds its position but faces clear challenges: share has declined amid rising competition and softer growth in key segments like women’s footwear

• Gen Z loyalty is now earned through authentic storytelling, social consciousness, and creator‑aligned content

• Jordan Brand’s theatrical campaign builds narrative depth, expands cultural resonance, and plays to Nike’s heritage of bold creative decisions.

🧵 Legacy in Motion: 'Virgil Abloh: The Codes' Comes to Paris

This September, the Grand Palais in Paris will host Virgil Abloh: The Codes - the first major European exhibition dedicated solely to the late designer’s trailblazing career. Running from 30 September to 10 October 2025, the show offers a timely moment to reflect on Abloh’s cultural impact, and what it means for the future of creativity, collaboration, and design.

As the lines between fashion, art, music, and tech continue to blur, the exhibition serves not only as a retrospective, but a roadmap for cross-disciplinary thinking.

Key Takeouts

• Creative Legacy as Brand Blueprint
  The exhibition brings together over 20,000 items - including sketches, prototypes, personal artefacts and archival media - showcasing how Abloh fused luxury with streetwear, architecture with apparel, and high fashion with everyday language. His multidisciplinary approach offers a strategic framework for expanding creative boundaries.

• Collaboration as Currency
  Through partnerships with cultural figures like Serena Williams, A$AP Rocky, and Takashi Murakami, Abloh built a model of co-creation that was rooted in mutual respect. Collaboration, in his world, was a method for cultural dialogue - not a marketing stunt.

• Open-Source Thinking in Action
  Abloh's commitment to transparency and shared knowledge (often releasing templates and process materials publicly) reflects the ethos of contemporary creative communities. His "open-source" mindset champions accessibility, authorship and shared cultural ownership.

• Risk of Mythology
  While the exhibition celebrates his genius, there's a risk of flattening his legacy into aesthetic shorthand. His work was deeply informed by lived experience and social context - not simply a visual style to emulate.

• From Archive to Action
  The Codes is more than a look back - it’s a call to reimagine how we create, connect and communicate. The real value lies in understanding not just what Abloh made, but the mindset and methods that shaped it.

As Shannon Abloh, founder of the Virgil Abloh Foundation, put it: “This exhibition is just the beginning.” The Codes offers a rare opportunity to engage with the inner logic of one of the most influential creatives of our time – and to consider how his ideas might inform what comes next.

🧢 What £1 Billion Really Buys: Man City and Puma’s Cultural Power Play

Manchester City’s record-breaking extension with Puma isn’t just a kit deal - it’s a statement about brand ecosystems, cultural capital, and global dominance.

This week, Manchester City announced a 10-year contract extension with Puma worth up to £1 billion, cementing the club’s partnership with the German sportswear giant until 2035. It’s now the most lucrative kit deal in English football history, surpassing Manchester United’s £900m deal with adidas signed in 2023.

More than just a commercial agreement, this signals how sports brands are evolving from sponsors into strategic partners shaping identity, fan engagement, and even international expansion. As kit deals morph into long-term brand-building alliances, there’s a deeper game being played - and marketers would do well to pay attention.

🟢 Pros - Strategic alignment, not just sportswear

Since the original 2019 deal, Manchester City have won six Premier League titles. That success, combined with Puma’s design ambition and brand agility, has helped both parties redefine what a kit partnership looks like.

• Cultural reach: Puma’s association with the City Football Group (CFG) extends far beyond the Etihad - it includes sister clubs Girona, Melbourne City, Mumbai City and Palermo, helping Puma extend its global footprint in key markets.

• On-field success = off-field leverage: City’s trophy-laden run has increased fan acquisition, social media reach, and merch sales - a critical feedback loop for Puma’s growth.

• Brand synergy: Both City and Puma position themselves as disruptors - youthful, modern, and global - appealing to Gen Z and emerging football markets.

🔴 Cons - Risk of saturation and brand fatigue

A 10-year deal at £100m per season sounds impressive - but scale brings risk.

• Creative repetition: With long-term deals, kit design risks becoming formulaic or predictable unless constantly reinvigorated.

• Fan expectations: In a fast-moving culture where fans expect drops, collabs, and fresh aesthetics, long deals must deliver sustained excitement.

• Exclusivity tension: Puma’s widespread club affiliations could dilute the distinctiveness of City’s look and feel unless carefully managed.

🟡 Opportunities - Beyond kits: ecosystem branding

This is about much more than shirts.

• Lifestyle expansion: Puma has shown interest in blending sport, fashion, and streetwear (see: LaMelo Ball or Rihanna Fenty). City could become a platform for more lifestyle-oriented drops.

• Digital fan engagement: With CFG’s global tech-driven structure, expect smarter integration of data, NFTs, and customisation across Puma activations.

• Emerging markets: The link with clubs in India, Spain and Australia creates cross-market leverage. Puma can test regional campaigns and scale global hits.

⚫ Challenges - Global volatility and brand governance

Big deals bring big expectations - and even bigger scrutiny.

• Political and ethical considerations: With growing attention on club ownership models and sportswashing accusations, brand partners will face reputational spillover.

• Market unpredictability: Exchange rates, inflation, and sports media rights fluctuations could affect how “value” is calculated over a decade.

• Creative consistency: Ensuring Puma delivers innovation at the same pace as City’s ambitions will be key to sustaining excitement over 10 years.

📌 Key Takeouts

• Man City’s £1bn Puma deal sets a new benchmark for brand-athlete collaborations.

• Long-term kit partnerships are becoming brand ecosystems - influencing fashion, content, and international growth.

• Creative differentiation, not just financial scale, will define the success of these mega-deals.

🔮 Next Steps for Brand Marketers

• Think ecosystem, not endorsement: Look at how partnerships can evolve across multiple touchpoints, from product drops to storytelling and fandom.

• Global-local balance: Use flagship deals to power regional plays. CFG’s club portfolio is a case study in local nuance under global brand strategy.

• Plan for longevity: If you're committing long-term, build structures for creative reinvention, not just year-one buzz.

🧵 Topshop & Topman Are Back: What Their Return Means for Fashion and Brand Strategy

After a seven-year hiatus, Topshop and Topman are stepping back onto the runway - and into the cultural conversation. The announcement of a landmark fashion show in London this August marks a significant shift for the iconic high-street labels, once central to British fashion retail before their decline and eventual closure in 2019. Now, under the ownership of ASOS, the brands are embracing a digitally-led revival, complete with a See Now, Buy Now showcase, a refreshed product focus and an open casting call that signals a more inclusive direction.

This moment isn’t just a nostalgic comeback - it’s a real-time case study in how heritage brands can reimagine themselves for a new generation.

📊 Supporting Stats

• ASOS reported a 15% drop in group revenue year-on-year in early 2024, with Topshop and Topman noted as key areas for investment focus (ASOS Financial Reports, 2024).

• Fashion resale and revival trends are booming, with 63% of Gen Z preferring to buy from brands that have a heritage or legacy (Thredup Resale Report, 2024).

• Open castings have surged in popularity, with TikTok videos tagged #opencasting reaching over 170 million views as of mid-2025 (TikTok Analytics, July 2025).

✅ Pros - What’s Working?

Cultural Relevance Through Legacy
Topshop and Topman tap into a wave of Y2K nostalgia and early-2010s fashion revival, aligning with broader consumer interest in ‘vintage’ digital-era brands.

Inclusivity as a Brand Reboot Tool
The open casting, in partnership with Wilhelmina Models, invites a new wave of diverse, unsigned talent – signalling a shift from exclusivity to community-led style representation.

Digital Commerce Integration
The See Now, Buy Now format directly links runway visibility to purchase behaviour, creating a closed loop between inspiration and transaction – particularly effective for digital-native audiences.

⚠️ Cons - What Are the Limitations?

Retail Footprint Remains Digital-Only
While the runway offers spectacle, the lack of physical retail presence may limit touchpoint diversity, especially as brick-and-mortar stores remain key for brand discovery and trust-building.

Brand Equity Rebuild Takes Time
Despite cultural fondness, Topshop’s exit wasn’t just emotional – it followed operational and supply chain issues that will take more than a catwalk to correct.

ASOS Image Bleed
With Topshop and Topman now housed within ASOS, the parent brand’s ongoing performance challenges could undermine the relaunch’s momentum if not managed strategically.

🔍 Opportunities - Where Can Brands Win?

Make Runway Moments Interactive
By integrating social media challenges, influencer collaborations and AR try-ons, Topshop can extend the value of the show far beyond one night in London.

Foster a Creator-Led Ecosystem
Open casting shouldn’t stop at models - involving stylists, content creators and musicians from diverse backgrounds could deepen community ownership of the brand.

Position as Affordable Fashion with Cultural Clout
By avoiding fast-fashion pitfalls and elevating styling and quality, Topshop has the potential to claim a premium high-street position in the style-value matrix.

🚧 Challenges - What’s in the Way?

Sustainability Scrutiny
Legacy high-street labels are under increasing pressure to address sustainability - a relaunch will be judged not only on aesthetics but on environmental and ethical production standards.

The Noise of Nostalgia
With so many brands tapping into 2000s revivalism, Topshop must go beyond referencing its past to create a meaningful, future-facing identity.

Unclear Value Proposition
Without clear messaging, there’s a risk the comeback could be seen as performative rather than progressive - especially among Gen Z consumers who prioritise values over logos.

🧠 Key Takeouts

• Topshop and Topman’s return to the runway signals a strategic rebrand aimed at Gen Z and nostalgic Millennials.

• Open casting and See Now, Buy Now formats reflect key trends in fashion commerce and culture.

• Success hinges on balancing legacy with innovation, and visibility with authenticity.

🧭 Next Steps for Brand Marketers

• Revisit your heritage: What assets, aesthetics or values from your brand’s past still hold meaning today?

• Invest in participatory culture: Use open platforms and creator collaborations to build loyalty and relevance.

• Connect moments to metrics: Link live events to measurable brand engagement and conversions.

• Go beyond the gimmick: Ensure inclusivity and sustainability are built into operations - not just marketing.

Topshop may be back, but it’s the strategy behind the comeback that should be catching your eye.

🧢 Back in Style: Levi’s x Oasis Taps Into ‘90s Nostalgia for Cultural Cred

The reunion of Oasis has sparked more than just musical excitement - it's triggering a wave of fashion nostalgia that Levi’s is boldly tapping into. With a limited-edition collection celebrating the band's signature look, Levi’s isn’t just riding the comeback wave. It’s reinforcing its status as a heritage brand with roots in music, culture and subcultural identity. For marketers and brand strategists, this collaboration offers timely cues on cultural storytelling, fandom capital and the power of fashion as memory.

The Stats Say…

• According to Statista, band merchandise saw a 14% rise in global revenue from 2022 to 2024, driven by tour revivals and nostalgia-fuelled drops.

• WGSN notes that “authentic retro” is outpacing “Y2K kitsch” in resale markets, particularly among Millennial consumers seeking emotionally resonant styles.

• Levi’s has seen a 12% YoY increase in Europe sales (Q1 2025 earnings report), with collaborations cited as a key growth lever.

Pros  - What’s Working?

Cultural Timing:
Launching during Oasis’ highly anticipated reunion tour gives Levi’s instant cultural relevance. This is not a passive licensing play, but a well-synced moment capitalising on shared legacy.

Authentic Aesthetic:
With vintage logos, original Orange Tab details and nods to Liam Gallagher’s parka silhouette, this is a collection made with reverence, not just reference.

Fandom Capital:
By featuring rare archival cues like the Knebworth jacket reissue and “Supersonic” lyrics, Levi’s isn’t just selling clothes - it’s selling memories.

Cons - What Are the Limitations?

Limited Geographic Reach (For Now):
With the initial drop exclusive to Europe, global audiences may feel left out - or worse, disconnected if launch momentum fizzles before the worldwide release.

Nostalgia Saturation:
The 1990s aesthetic is enjoying a mainstream renaissance, but that also means a crowded market. Without a distinctive storytelling layer, the drop risks blending in with countless other retro revivals.

Opportunities - What Should Brands Watch?

Heritage x Music as Brand Equity:
Levi’s is using its archival credibility to frame the collection as a bridge between eras. Other legacy brands can adopt a similar model – but it must be rooted in truth, not trend-chasing.

Exclusive Drops, Phased Globally:
Regional exclusivity can create early hype, especially when timed with real-world events like tours or anniversaries. Brands should consider staggered rollouts as strategic cultural currency.

Visual Storytelling via Legacy Photographers:
Enlisting Michael Spencer Jones, the man behind Oasis’ album art, adds an editorial layer of authenticity. The takeaway? Collaborate with culture-makers, not just influencers.

Challenges – What Could Undermine This?

Generational Disconnect:
Younger consumers unfamiliar with Oasis might struggle to engage emotionally. Without strong digital storytelling or education, the drop risks appealing only to legacy fans.

Brand Risk via Band Reputation:
Oasis’ turbulent image is part of their mythos, but any public missteps or controversies from Liam or Noel could reflect back on brand partners.

Key Takeouts

• Strategic nostalgia works best when anchored in real history, not just retro styling.

• Music-tour timed launches offer brands an organic route into pop culture discourse.

• Authenticity can be signalled through design detail, photography and archive mining.

• Regional exclusivity can create scarcity – if managed carefully.

• Fandom is a driver of purchase – but must be nurtured through storytelling.

Next Steps for Brand Marketers

• Audit Your Archives: What authentic cultural moments can your brand tap into – and who can you partner with to bring them back with credibility?

• Prioritise Emotional Resonance: Use design, copy and campaign photography to evoke not just aesthetics, but memories.

• Invest in Long-Tail Drops: Follow Levi’s lead with slow-burn rollouts and culturally timed launches that maximise each phase.

• Build Campaigns Around Music Identity: Don’t just sponsor - co-create with artists and their visual worlds to enter culture meaningfully.

Let Levi’s x Oasis be more than a fashion story - treat it as a playbook for high-fidelity cultural branding.

🧢 Heritage Meets Hustle: Carhartt x '47 Bring Grit Back to Sports Merch

In a climate where fandom meets fashion and utility is the new luxury, Carhartt and '47 have reignited a collaboration that’s more about culture than clothing. Dropping in time for MLB All-Star Week 2025, the Carhartt x '47 collection is built for those who show up with intensity - whether they’re clocking in or cheering from the bleachers. This isn’t about flash, it’s about function with meaning. And it lands at the intersection of workwear and sports loyalty at a moment when both have cultural currency.

🧠 The Stats Speak:

• Sports merchandise is booming: The global licensed sports merchandise market is expected to reach $57.5 billion by 2030 (Allied Market Research, 2023).

• Utility wear is in demand: Workwear-inspired fashion grew 12% YoY in 2024, according to Edited.

• Crossover collabs count: 61% of Gen Z consumers prefer brands that collaborate with others to create limited collections (YPulse, 2024).

✅ Pros - The Cultural and Commercial Upside

• Authenticity: Both Carhartt and '47 have decades-deep heritage. This adds weight and credibility to their collaboration.

• Utility-forward design: Using Carhartt’s rugged duck cloth brings a level of practicality to fan gear, appealing to buyers who want durability alongside team pride.

• Expanded reach: By covering all 30 MLB teams and planning rollouts for NBA, NFL, NHL and NCAA, the collection maximises its relevance across fan communities.

⚠️ Cons - Limitations to Watch

• Nostalgia fatigue: The "heritage" positioning risks feeling recycled if not backed by new energy or storytelling.

• Limited seasonal wearability: Heavy-duty workwear isn’t always comfortable or practical in warmer climates.

• Distribution bottlenecks: Launching across multiple leagues may create fulfilment challenges and staggered interest.

🔍 Opportunities - What Brand Marketers Should Note

• Lifestyle integration: The collection’s blend of fashion and function taps into the “all-day wear” trend. Fans increasingly want merch that transcends game day.

• Storytelling potential: The link between hard work and team loyalty offers rich territory for campaigns that spotlight real fans and workers.

• Retail partnerships: The rugged aesthetic opens up placement opportunities beyond traditional sportswear retail, including streetwear boutiques and workwear-focused outlets.

🚧 Challenges - Strategic Risks Ahead

• Standing out in a crowded collab market: Sports and fashion collabs are frequent. Without clear positioning, this one risks blending into the noise.

• Brand dilution: If not carefully curated, expanding across too many leagues could undermine the tight cultural focus.

• Sustainability expectations: Gen Z and younger millennial buyers will be scrutinising the environmental impact of durable goods made from cotton and synthetic blends.

🔑 Key Takeouts

• Heritage brands are finding new cultural relevance by leaning into utility, grit and crossover appeal.

• Sports merch is no longer just memorabilia - it’s becoming an everyday fashion category.

• Fans want collections that reflect their lifestyle, values and identity - not just their team colours.

• Strategic collaborations can bring new life to legacy brands when executed with purpose and narrative cohesion.

📌 Next Steps for Brand Marketers

1. Dig deeper into fan personas - Who’s buying utility-driven merch and why? Look beyond superfans to find under-served micro-communities.

2. Balance nostalgia with narrative - Make heritage relevant by telling new stories. Highlight modern-day fans, workers and their passions.

3. Expand utility beyond apparel - How might this aesthetic translate into gear, content or digital activations?

4. Align with purpose - If you’re tapping into “hard work” as a theme, show commitment to worker rights, fair labour, and sustainable materials.

5. Think cross-league but stay culturally coherent - Every sport has a different fan culture. Tailor messaging and creative to match, rather than take a one-size-fits-all approach.

🧹 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.

🕶️ Meta’s Smart Bet: Why Its €3B Stake in EssilorLuxottica Matters for Brand Marketers

Meta has reportedly acquired a 3% stake in EssilorLuxottica, the eyewear giant behind Ray-Ban and Oakley. The €3 billion ($3.5 billion) investment signals more than a financial move - it’s a strategic deepening of Meta’s long-term push into AI-powered hardware, particularly smart glasses. For brand marketers, this signals a growing convergence of fashion, tech, and augmented experiences - and a new frontier for branded interaction.

Smart Glasses Are Becoming Mainstream

Smart glasses are no longer novelty gadgets. Ray-Ban Meta glasses, launched in 2021, have seen stronger-than-expected uptake, prompting deeper collaboration between the two companies. The addition of Oakley-branded glasses in 2025 further expands Meta’s footprint.

According to Counterpoint Research, smart wearable shipments are expected to reach 600 million units globally by 2027, with smart glasses making up an increasing share thanks to their blend of function and style.

What’s Working: Pros

• Blending Style and Tech: Unlike bulky headsets, smart glasses from Meta x EssilorLuxottica integrate cameras, AI assistants, and voice commands into traditional eyewear styles.

• Brand Equity Built-In: Ray-Ban and Oakley bring decades of cultural cachet, helping smart glasses sidestep the “gadget” stigma that plagued earlier wearables.

• Direct-to-Consumer Ecosystem: Meta’s ownership of the hardware enables control over user data, interface, and services - bypassing gatekeepers like Apple or Samsung.

Limitations and Risks: Cons

• Privacy Backlash: Always-on cameras and voice assistants raise surveillance concerns, especially in public spaces.

• Fragmented Market: Many players - from Amazon to Snap - are competing, with no clear standard or dominant form factor yet.

• Battery and Tech Constraints: Miniaturisation of sensors and batteries remains a technical challenge, limiting extended use.

Opportunities for Brands

• Immersive Advertising: Smart glasses open the door for context-aware branded overlays - from virtual product try-ons to real-world-triggered content.

• Hands-Free Search and Commerce: AI-powered voice interfaces can enable seamless product discovery and voice shopping.

• Location-Based Activations: Brands could build activations where digital layers appear in physical spaces - offering exclusive content, offers, or narratives.

Challenges Ahead

• Platform Dependency: Early brand integration may hinge on Meta’s ecosystem, creating reliance on its APIs and data policies.

• User Adoption Curve: While growing, smart glasses adoption is still niche relative to smartphones or smartwatches.

• Creative Format Limitations: The screenless nature of some models means brands need to rethink UX beyond visuals.

Key Takeouts

• Meta’s €3B stake cements smart glasses as a core hardware pillar, not an experimental side project.

• The fusion of fashion and function (Ray-Ban, Oakley) gives smart glasses cultural traction.

• Brand experiences must evolve to fit AI-driven, screenless, voice-first interfaces.

• Smart glasses offer a glimpse into the future of ambient, always-available branded interaction.

Next Steps for Brand Marketers

• Start Prototyping: Develop voice-first or audio-based branded content for wearable interfaces.

• Monitor Smart Wearables: Track consumer sentiment and behaviour around emerging smart glasses platforms.

• Engage Early: Partner with Meta or other platforms for early branded beta activations - to learn, iterate, and lead.

• Think Beyond the Screen: Rethink your brand’s identity in an ambient, visual-light, context-heavy future.

Meta’s investment in EssilorLuxottica is not just a bet on smart glasses - it’s a signpost toward the next major shift in how people experience digital content in the real world. For marketers, the time to explore is now.

📱 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.

Dior x UNESCO: Why Brand Purpose Can’t Be a Side Project Anymore

In a moment where authenticity is under a microscope, Dior is showing the industry how purpose scales.

This week, the French fashion house announced the extension of its partnership with UNESCO during the fifth annual Women@Dior & UNESCO Global Conference in Paris. The programme, which provides mentorship, leadership training, and education to young women from underrepresented backgrounds, is more than a philanthropic initiative: it's a statement of brand intent.

Since launching the Women@Dior programme in 2017, over 5,000 young women from 147 countries have benefited. The latest phase of the partnership will scale its impact further, reaching more than 1,000 mentees annually, according to Dior’s announcement. These women receive access to global mentors, free e-learning through the “Dream for Change” programme, and the opportunity to design social impact projects in their communities.

Why it Matters for the Future of Fashion Marketing

Luxury marketing has long hinged on heritage and aspiration. But in 2025, aspiration is being redefined. It’s not just about the product - it’s about the values a brand embodies and enables. Dior’s long-term investment in women’s leadership development makes its values tangible, not just tonal.

In fact, 73% of Gen Z consumers expect brands to act on social and environmental issues, and 62% prefer to buy from companies that stand for something (source: Edelman Trust Barometer, 2024). For a generation with growing spending power, performative gestures won’t cut it. Brands like Dior are leaning into substantive, structural change - creating not just image campaigns, but infrastructure.

What’s also significant is how Dior is positioning this initiative: not on the sidelines of the brand, but as a pillar. It’s front and centre at a global conference, embedded into brand architecture, and backed with scale. As many fashion houses scramble to retrofit purpose into campaigns, Dior’s move shows what it looks like when purpose is embedded by design.

From Runway to Real-World Impact

This isn’t about optics. It’s about outcomes. The programme’s alumni include social entrepreneurs, engineers, and creatives who are now mentoring the next wave. It's a living ecosystem of empowerment, with Dior at the centre - not as saviour, but as facilitator.

And it’s working. In UNESCO’s words, “investing in women’s leadership is one of the most powerful accelerators for sustainable development.” Fashion may not have all the answers, but it has the platforms, the capital, and the reach. Dior is using all three.

In a luxury landscape where every brand wants to claim “impact,” Dior is delivering it - with consistency, credibility, and compounding returns. For brand marketers, it’s a powerful case study: if you want to be relevant tomorrow, you need to build purpose into your core today.

Trailblazers in Boots: White Stuff’s Campaign Celebrates the Forgotten Lionesses Who Changed Football Forever

This week, British lifestyle brand White Stuff launched a campaign that every brand strategist and cultural commentator should be paying attention to.

In an age where authenticity has become currency, this is how you do storytelling with soul. Their new campaign puts the spotlight not on celebrities or influencers, but on the remarkable women who made history in 1972 - when England’s first women’s team played their debut international match.

Meet Julia, Sue, Jeannie, Lynda, Maggie, and Pat: six of the original trailblazers who took to the frozen pitch in Greenock, Scotland, wearing the Three Lions at a time when women’s football was barely acknowledged, let alone supported. Through beautifully candid portraits and raw, first-person stories, White Stuff honours not just a forgotten match - but a forgotten movement.

What sets this campaign apart is its refusal to romanticise the past. It speaks plainly and powerfully about what it meant to play when girls were banned from football, when there were no kits, no wages, no warm-up jackets. Just determination and a ball. And when victory came in the form of a 3–2 win over Scotland, there were no media headlines. No post-match interviews. Just numb toes and lifelong memories.

This is a reclamation of narrative. These women did something special, even if it took decades for anyone to say it out loud. And in elevating them now, White Stuff invites us to think about legacy, progress, and the long road to recognition.

Beyond nostalgia, this campaign taps into a deeper cultural current: that of rewriting history to include the voices long left out of the frame. With the Lionesses’ 2022 Euros win still echoing, this feels timely, powerful, and deserved.

There’s a phrase that sums it up best, delivered casually by one of the players:
“You can have all the money in the world, but you can't have my memories.”

White Stuff hasn’t just launched a campaign - they’ve helped write these women back into the history books.

Why These Stories Matter:

• White Stuff reminds brands that the most powerful storytelling starts with real people and real purpose.

• The campaign reframes legacy - not as a buzzword, but as a baton passed between generations of women.

• It shows how fashion brands can engage with sport meaningfully, without surface-level slogans or pink-washed platitudes.

• Just 17% of women's sports stories in UK media feature women over 40 - making White Stuff’s focus genuinely rare.

• Only 7% of brand campaigns targeting women in sport spotlight those from non-elite or historic backgrounds, according to WARC.

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From Grassroots to Global: How the Lionesses Engineered the Biggest Growth Story in Modern Sport

In sports marketing, growth doesn’t just mean revenue. It means cultural relevance, emotional connection, and long-term brand equity. Few teams in the world - men’s or women’s - have embodied that better than the England Lionesses.

Over the past five years, they’ve gone from underexposed to unstoppable. From fringe fixtures to primetime. From potential to proof.

This is more than a success story. It’s a case study in how performance, leadership, visibility, and commercial alignment create explosive, sustainable growth.

⚽ Performance: From Sporadic Fixtures to Silverware

In 2020, England’s women’s national team played just three matches.

Fast forward to 2025:

• Over 60 games under Sarina Wiegman

• ~75% win rate

• UEFA Euro 2022 champions

• FIFA Women’s World Cup runners-up (2023)

• Winners of the Women’s Finalissima and Arnold Clark Cups

And crucially - they didn’t just win. They did so with a playing style, team spirit, and tactical confidence that invited belief from fans and brands alike.

🧠 Sarina Wiegman: Leadership That Drives Everything

Appointed in 2021, Sarina Wiegman transformed England into one of the most feared and admired teams in global football.

She brought elite standards, psychological resilience, and media maturity. Her calm authority has become a marketer’s dream - trustworthy, consistent, and compelling.

She:

• Went unbeaten in her first calendar year

• Delivered England’s first major tournament trophy

• Maintained a near-75% win rate

• Stabilised a team into a platform for long-term investment

📈 The Commercial Boom: Proof That Performance Converts

📺 Broadcast

• WSL rights grew from £8M/year (2020) to £13M/year (2024–2029)

• A £65M five-year deal with Sky and the BBC - the largest in women's club football history

• England’s Euro 2022 final drew 17.4M UK viewers - the most-watched women’s match ever in the country

💵 Revenue Growth

• WSL revenues grew 34% YoY to £65M in 2023–24

• Matchday revenue rose 73%

• Forecast: £100M+ by 2026

👕 Merchandise & Licensing

• England’s 2022 Euros win triggered a 120% spike in women’s merchandise

• Mary Earps' Nike goalkeeper kit sold out globally - after Nike was forced to reverse its original decision not to sell it

📲 Players as Platforms: Social Power and Brand Value

These athletes aren’t just performers - they’re highly engaged, culturally relevant media properties.

Most Followed Lionesses on Instagram (July 2025):

• Leah Williamson - 1.13M | Gucci, Pepsi, Nike

• Chloe Kelly - 956K | Calvin Klein, Nike

• Alessia Russo - ~850K | Adidas, Gucci, Beats, PlayStation

• Lauren James - ~640K | Google, Barclays, Nike

• Ella Toone - ~600K | Skincare, BBC Sounds, ET7

🚀 Lauren James gained 122K followers in just 30 days during the 2023 World Cup
📈 Alessia Russo’s branded content delivers elite engagement and media value

This is the new model: athletes as ecosystems - driving ROI through visibility, influence, and relatability.

🧤 Mary Earps: From Keeper to Icon

Few players have shifted the conversation like Mary Earps.

• Named FIFA’s Best Goalkeeper

• Drove a global outcry when Nike refused to sell her shirt

• Forced a U-turn - her kit went on to sell out worldwide

• Became a symbol of performance and principle

As she retires from international football, her legacy is commercial impact meets cultural power.

🛤️ Let’s Not Forget Who Paved the Way

This growth was built on the shoulders of legends. The Lionesses didn’t just appear — they were made possible by decades of persistence, talent, and quiet revolution. Here's who helped shape the stage they now own:

🧭 Fara Williams

England’s most capped player (172). She rose from homelessness to the heart of the national team, proving resilience builds legacy. Now a strong voice for inclusion and access in football.

🎤 Alex Scott

140+ caps and a Champions League winner, she became one of the most recognised sports broadcasters in the UK - smashing representation barriers on the BBC and Sky. A brand in her own right.

🎓 Casey Stoney

Captain, Olympian, and now a respected coach in the NWSL. She was one of the first openly gay players to speak out, shaping a more inclusive game.

💬 Eni Aluko

The first Black woman to reach 100 England caps. A trailblazer on and off the pitch, now a thought leader and former sporting director. Vocal on racism, equality, and structural reform.

🏛️ Karen Carney

A four-time World Cup player who led the UK government’s review of women’s football. Now helping write the sport’s next chapter from inside the system.

👑 Rachel Yankey

England’s first professional female footballer. A quiet pioneer who helped prove that women could - and should - play professionally in England.

🌟 Kelly Smith

Arguably England’s most gifted player. Her technique and flair inspired a generation before the world was really watching.

🛡️ Steph Houghton

Captain through key transitional years, leading England with steadiness and humility as the sport scaled from niche to national.

These are the women who shifted perceptions, broke ceilings, and carried the weight long before the spotlight showed up.

🏁 What It All Means for Sports Marketers

This is the biggest growth story in British sport in the past decade. Why?

Because the Lionesses offer:

• Consistent, elite-level performance

• Storytelling rooted in purpose and empowerment

• Influencers with integrity and reach

• Broadcast metrics and stadium audiences that rival men’s sport

• A brand that fans genuinely care about

It’s not hype - it’s measured momentum.

If you're a sponsor, rights holder, broadcaster, or brand strategist and you’re not building with the Lionesses in mind, you're behind. The blueprint is right here.

🎯 Final Word

Women’s football isn’t emerging - it’s expanding. The Lionesses are proving what’s possible when performance, purpose, and platform come together.

They’re not just making history.
They’re changing the business of sport.

Doppl and the Future of Fashion: Google’s AI Styling App Is Shaping the Next Phase of Try-On Culture

Virtual try-on technology has been steadily evolving - but Doppl, Google Labs’ latest AI experiment, marks a definitive step into the future of fashion interaction.

Free to download (currently U.S. only) on iOS and Android, Doppl lets users upload a full-body photo and instantly visualise how any outfit might look and move on them. From thrifted gems to Instagram finds, users can snap, upload and watch their AI-generated selves walk, turn and style the piece - all in motion.

Where Google’s “Try-On” feature in Search stops at static images, Doppl turns styling into a dynamic, shareable, and surprisingly immersive experience. It simulates drape, flow and fit in motion - not just how something looks, but how it might feel.

This is important because shopping today isn’t linear. It doesn’t start on product pages - it starts in content. Style inspiration happens across TikTok, Threads, Pinterest, Reddit and resale platforms. Doppl builds a bridge between that moment of inspiration and self-expression. No search bar needed.

As Amanda Caswell recently explored for Tom’s Guide, Doppl’s edge is not just visual personalisation - it’s realism in motion. AI-generated videos bring a new level of intimacy and accuracy to online styling. You’re not just uploading your photo. You’re animating your taste.

That said, it’s still experimental. Expect glitches. Uploading can be patchy. Fit and fidelity aren’t perfect. Google has acknowledged this and says Doppl will evolve with better processing, more categories and international rollout. But the direction is clear.

Beyond the fun factor (and it is fun), this is a preview of what’s coming for brands and platforms:

• Commerce that begins in content, not catalogues

• Identity-driven retail powered by generative tech

• Styling that moves from static to social

It also invites fresh thinking around data and privacy. Doppl uses your images to generate try-ons - and while Google claims robust safeguards are in place, users and brands alike will need to weigh innovation against trust as these tools scale.

But the bottom line is this: Doppl’s not just about trying on clothes. It’s about trying on versions of yourself, inspired by the culture you move through. That’s not just a product tool - that’s a platform opportunity.

And for brands watching closely? This is your signal. Style discovery is becoming performance-based, creator-led and AI-assisted. Welcome to the new fitting room.

Doechii’s Glastonbury Looks Prove Fashion References Still Matter

In an era where cultural capital is currency, Doechii’s Glastonbury debut proved she’s already fluent. When the rising star stormed the West Holts stage in not one but three Vivienne Westwood looks – including a faithful nod to that Kate Moss micro mini - she wasn’t just performing. She was rewriting the brand x talent playbook through the lens of cultural fluency.

The move was more than stylistic synergy: it was a deliberate, layered message about legacy, rebellion, and creative alignment. Styled by Sam Woolf, Doechii’s “School of Hip-Hop” concept merged seamlessly with Westwood’s anarchic British heritage - think punk prep meets fashion archives, decoded for Gen Z.

What made it click? Timing and relevance. Glastonbury is synonymous with Moss, mud, and moment-making. Doechii channelled all three, referencing Westwood’s SS94 Café Society collection and paying homage to fashion’s rebellious godmothers - Kate and Naomi. But this was no nostalgia trip. The execution was sharp, contemporary, and thoroughly Doechii. Each look balanced homage with innovation, a skill that separates aesthetic mimicry from true cultural authorship.

This wasn’t about wearing vintage for the sake of retro cool. It was about placing Doechii in a lineage of powerful, genre-defining women - and staking a claim in British fashion history while doing it. The fact that Gen Z fans clocked the references and reposted them across TikTok? That’s cultural relevance in action.

Brand marketers take note: this is how you turn a headline performance into a long-tail cultural play. Through shared storytelling, stylistic credibility, and a sharp understanding of context, Doechii and Westwood reminded us that great collaborations aren’t about borrowing clout - they’re about amplifying narrative.

Because in 2025, it’s not just about showing up. It’s about showing up with intention.

In a Sea of Silence, Willy Spoke Loud: Fashion as Protest, Not Performance

At a moment when fashion’s biggest stages are filled with fantasy and distraction, Willy Chavarria brought hard reality to the runway. His SS26 show at Paris Fashion Week didn’t entertain. It intervened.

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As the lights came up, models slowly took formation: kneeling, heads shaved, hands behind their backs. Dressed in plain white tees and loose shorts, the cast - some long-time collaborators, some discovered via open call - recreated the pose of those detained by ICE and incarcerated across Latin America. A confronting and deliberate gesture that turned the runway into a space of resistance.

While the fashion industry largely avoided political confrontation this season, Chavarria made the consequences of silence impossible to ignore.

In an era where brands chase “relevance” through aesthetics, virality, and surface-level collaboration, Chavarria reminds us that true relevance is rooted in risk, responsibility, and resonance. You don’t earn cultural capital by riding trends - you earn it by standing for something.

Fashion, at its core, is a language. What we wear can speak volumes. But the industry too often chooses neutrality to protect its bottom line. Chavarria’s show was a powerful counterpoint: a designer using fashion not to escape from the world, but to confront it head-on.

The collection that followed kept the energy tight: boxy tailoring in highlighter pinks and punchy reds, sharp womenswear silhouettes, and American sportswear distorted to exaggerated proportions. A wink to Chavarria’s Ralph Lauren past, but with the volume turned all the way up - and the messaging layered deep.

This was America reimagined. This was fashion politicised. This was a designer at the top of his game, refusing to look away.

In cultural marketing, we talk a lot about belonging, storytelling, and emotional connection. Willy Chavarria lives it.
He doesn’t posture. He positions.
He doesn’t speak for the culture - he speaks from it.

As brands scramble to insert themselves into moments, here’s a masterclass in how to make one.

Because cultural relevance isn’t about proximity to cool.
It’s about proximity to truth.

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”