The Future of Sponsorships: How Brands & Athletes Are Redefining Partnerships in 2025

12th March 2025

The Sponsorship Revolution: 2025’s Game-Changing Trends

Sponsorship in 2025 isn’t just about brand visibility—it’s about cultural relevance. The landscape is undergoing a major shift, where brands must go beyond logo placements and embrace authentic storytelling, social impact, and deep audience engagement. This year presents a rare opportunity for forward-thinking brands to harness shifting power dynamics, emerging platforms, and evolving consumer behaviours to create lasting impact.

Premier League’s Reset: A Sponsorship Market Reimagined

The upcoming ban on gambling sponsors in the Premier League marks a turning point. For years, inflated sponsorship rates driven by betting firms priced out brands that could offer deeper engagement. With gambling firms exiting, a more balanced market emerges, allowing strategic brands to step in at fairer rates. However, simply replacing a logo won’t cut it—success will come from values-driven partnerships that resonate with fans.

Rugby’s Sponsorship Shake-Up

Rugby is at a crossroads. With nearly every Premiership Rugby club struggling financially, the sport needs more than just financial support—it needs reinvention. This presents an opening for brands that bring real value, whether through technology, content, or fan engagement. The most effective sponsors will go beyond transactional deals and co-create new experiences that help the sport thrive in an increasingly competitive landscape.

Cultural Relevance Over Visibility: 2025’s Sponsorship Leaders

Three sectors are set to dominate sponsorship this year: alcohol-free beverages, EV manufacturers, and luxury brands. Each is leveraging sponsorship to drive cultural shifts, not just brand awareness:

• Alcohol-free brands are reshaping social norms, using sponsorships to integrate 0.0% offerings into mainstream culture.

• Automakers are positioning themselves as sustainability leaders, using partnerships to drive an image transformation beyond selling EVs.

• Luxury brands are tapping into sports sponsorships to blend exclusivity with mass aspiration, following LVMH’s high-profile investments in Formula 1 and the Olympics.

Athletes as Media Powerhouses: The Brand Ambassador Model Evolves

The traditional sponsorship model—where brands dictate the message—is fading. Today, athletes control their own narratives through personal media platforms. From Cristiano Ronaldo’s YouTube channel to Jude Bellingham’s reality-style content strategy, top athletes are turning into content creators. Brands that fail to embrace this shift will quickly find themselves irrelevant. The future lies in co-creation, where sponsors act more like media partners than passive investors.

The Rise of Athlete-Owned Newsletters

As social media platforms tighten their algorithms and brand-safety measures, athletes are seeking direct-to-fan channels. Newsletters are emerging as a powerful alternative, offering unfiltered access to audiences.

• Russell Westbrook’s Word of Westbrook dives into his fashion insights.

• Kyle Kuzma’s Kuz Kontrol shares personal reflections on life in the NBA.

• Kareem Abdul-Jabbar’s newsletter has amassed hundreds of thousands of subscribers, proving the model’s effectiveness.

This shift represents a new sponsorship frontier—brands can now partner with athletes in a more authentic and meaningful way, moving beyond simple endorsements to richer storytelling collaborations.

Esports: From Experiment to Essential Strategy

Esports sponsorship is no longer an experimental budget line—it’s a necessity. With an audience exceeding half a billion and engagement levels unmatched by traditional sports, brands that invest now will dominate the space for years. Those waiting on the sidelines risk being left behind in a fast-moving, highly engaged ecosystem.

Women’s Sports: The Last Undervalued Sponsorship Market

The “early adopter” phase of women’s sports sponsorship is closing fast. Barclays set the standard in women’s football, and future sponsors must go beyond basic involvement. Women’s rugby, in particular, presents a huge opportunity, with the Women’s Rugby World Cup 2025 poised for explosive audience growth. Brands that invest with respect, creativity, and ambition will secure long-term wins in this space.

ESG in Sponsorship: Beyond the Buzzword

Sustainability-led sponsorships are no longer just a corporate box-ticking exercise—they’re a competitive advantage. The best ESG-driven partnerships don’t just support green initiatives; they actively drive industry change. DHL’s role in Formula 1’s net-zero 2030 pledge is a prime example of a brand using sponsorship as a force for progress. Forward-thinking brands will integrate sustainability into their partnerships at a foundational level, not as an afterthought.

The Power Shift: How Brands Can Take Control

For the first time in years, the sponsorship landscape favours brands. The exit of gambling sponsors from the Premier League, rugby’s financial constraints, and the rise of digital and women’s sports provide unprecedented leverage. But with this power comes responsibility—negotiating lower rates isn’t enough. The most successful brands in 2025 will be those that prioritise cultural relevance, audience engagement, and authentic storytelling over traditional sponsorship models.

The game has changed. The real question is: which brands are bold enough to play it right?

Manchester United’s New Stadium: A Beacon of Community Regeneration and Sustainable Design

11th March 2025

By committing to a new 100,000-capacity stadium in the heart of Old Trafford, Manchester United is not simply building a new home for football; they are embarking on a transformative journey that could redefine urban regeneration in the UK. With designs from the legendary Norman Foster, the project has the potential to serve as a global benchmark for sustainability, economic renewal, and meaningful community impact. But will it live up to this promise?

A Stadium Beyond Football: Catalysing Community Growth

Football clubs are more than just sporting institutions; they are the beating hearts of their communities. Old Trafford, in particular, is an area steeped in footballing history but also marked by economic disparity. The promise of 92,000 new jobs and 17,000 homes presents a once-in-a-generation opportunity to elevate the local economy, but the real test will be in the execution. How many of these jobs will be sustainable, long-term opportunities for local residents rather than short-term construction contracts? Will the housing be genuinely affordable, or will the development lead to gentrification that prices out the very people it claims to support?

Foster’s Vision: Sustainability at the Forefront

Norman Foster’s design introduces an ambitious and necessary focus on sustainability, with a ‘vast umbrella’ structure harvesting rainwater and an emphasis on walkability and public transport. This vision is not just aesthetically striking; it aligns with the urgent need for environmentally responsible urban development. In a time when football clubs are increasingly being called upon to reduce their carbon footprints, this project has the potential to set a new gold standard for sports infrastructure worldwide. However, the long-term success of these measures will depend on execution. Sustainable design is only as effective as its implementation—how Manchester United ensures ongoing carbon neutrality and minimal environmental impact will be key to this project’s legacy.

A Truly Inclusive Stadium?

One of the most pressing concerns with stadium redevelopments is accessibility—both financial and physical. Andy Burnham’s call for affordability is crucial. In an era where ticket prices are skyrocketing and working-class fans are increasingly alienated from the game they helped build, United has an opportunity to set a new precedent. Will there be genuinely affordable ticket options? Will the new infrastructure cater fully to disabled fans and those from all socio-economic backgrounds? If this stadium is to be a symbol of Manchester’s future, it must reflect its diverse and passionate population.

Learning from Past Regeneration Efforts

Comparisons to London 2012 are ambitious, but they come with a caveat. While the Olympics delivered a visually stunning transformation of East London, the long-term impact on local communities has been mixed, with concerns over affordability and commercialisation. Manchester’s challenge is to ensure that this development doesn’t just create short-term economic booms but fosters lasting community benefit. Investment in grassroots football, youth programmes, and local businesses must be embedded into the project’s DNA.

The Government’s Role: More Than Just Lip Service?

Sir Jim Ratcliffe has suggested that while Manchester United doesn’t need government money for the stadium itself, public funding will be essential for the wider regeneration. Given that Rachel Reeves has expressed support for the project, it will be interesting to see whether this translates into tangible financial backing. Public-private partnerships can be powerful drivers of change, but transparency and accountability will be key. Will the government step up with a meaningful contribution, or will this become another example of corporate interests shouldering responsibility for civic infrastructure?

A Defining Moment for Manchester United

Manchester United’s new stadium is about far more than football. If executed correctly, it could redefine what a modern football stadium represents: a hub of sustainability, inclusivity, and economic renewal. However, the true measure of success will not be in the architectural renderings or even the first matchday experience—it will be in the lasting impact on Old Trafford’s communities.

The challenge now is for United, Foster + Partners, and local authorities to ensure that this vision does not just remain a grand statement but becomes a genuine force for good. If they get it right, this will not just be a stadium—it will be a legacy.

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.

How Running Became Hip-Hop’s Latest Flex

11th March 2025

For years, running was the least cool thing you could do in public. It was either the domain of middle-aged suburbanites in neon windbreakers or ultra-marathon freaks who got high off their own VO2 max. But now? Running is having a moment, and hip-hop is leading the charge.

When Gunna posted a cinematic clip of himself running—flanked by SUVs like a presidential motorcade—you knew something was shifting. The Atlanta rapper, draped head to toe in adidas, wasn’t just out for a casual jog; he was making a statement. Running had entered the hip-hop aesthetic, and with it, the sport finally had cultural clout.

This isn’t just a one-off stunt. Across the US, UK, and France, rap artists are suddenly embracing running culture in a way we haven’t seen before. Central Cee is documenting his runs on TikTok, casually dropping a 26-minute 5K. French rapper Rilès is pushing human endurance to its limits, turning a 24-hour treadmill run into a live art installation. And when Pharrell carried the Olympic torch last summer, he did it in a pair of $500 adidas marathon shoes. Running isn’t just about fitness anymore—it’s about image, storytelling, and self-discipline.

Running Was Never Cool—Until It Was

It’s wild to think that just a few decades ago, running was so niche that Nike co-founder Bill Bowerman had to write a book in 1966 literally called Jogging just to convince Americans that it wasn’t weird. The sport had no cultural weight outside of hardcore athletes. Basketball had swagger. Football had intensity. Running? It had shin splints and dorky headbands.

But then came the fashion world. First, high-performance sneakers became status symbols. Brands like Nike, adidas, and On turned hyper-technical running shoes into luxury items. Limited drops of super shoes—some costing north of $500—started selling out instantly. Then, run clubs evolved into social movements. Groups like Youwasntder and The Speed Project transformed running into something communal, rebellious, and undeniably cool. They weren’t just logging miles; they were creating a scene.

The Hip-Hop Connection

Hip-hop and fashion have always been intertwined. Once running gear became desirable, it was only a matter of time before music caught up. FKA Twigs became an ambassador for On. Rasharn Powell launched The Roadrunner Club, leading fans on group runs before intimate listening sessions. And now, mainstream rappers are using running to frame their narratives.

There’s a reason this is hitting now. Rap culture has long celebrated hustle, grind, and discipline—values that align perfectly with running. This isn’t just about aesthetics; it’s about mental fortitude. When Central Cee posts about his training, it’s not just content—it’s an extension of his brand. Running becomes a metaphor for patience, resilience, and success. You can’t rush greatness.

And then there’s Rilès, who’s turned running into performance art. His “Survival Run” project—24 hours on a treadmill, pushing his body to the absolute limit—feels like something Kanye would dream up in a moment of creative mania. Fans aren’t just watching a workout; they’re witnessing an endurance spectacle, a test of willpower wrapped in existential drama. It’s running as a statement piece.

Where This Is Going

Hip-hop embracing running is just the start. The real shift is in how artists are incorporating it into their wider personas. The rise of ‘wellness rap’—where health, discipline, and longevity are just as important as money, cars, and jewellery—signals a broader evolution in what success looks like. The ultimate flex isn’t just designer drip anymore; it’s waking up early, getting miles in, and having the stamina to outlast everyone else.

Running has infiltrated music. The question now is: what’s next? A rapper launching their own sneaker is old news. The next move? Owning an entire running movement. A signature training programme. A custom marathon route. A music x endurance crossover that takes this even further.

Bill Bowerman could never have seen this coming.

Breaking the Silence: How the Lionesses Are Leading the Charge in Normalising Female Health Conversations

View this post on Instagram

A post shared by Lionesses (@lionesses)

For too long, discussions around female health have been whispered in hushed tones, hidden behind euphemisms, or avoided altogether. Periods, menopause, endometriosis, fertility struggles—these are everyday realities for millions of women, yet they remain taboo topics in many social, professional, and even medical settings. The reluctance to talk openly about these experiences has consequences: misinformation, stigma, lack of proper healthcare, and, ultimately, a culture where women feel unheard and unsupported.

That’s why initiatives like the recent content series featuring Lionesses Leah Williamson and Beth Mead are not just refreshing; they’re essential. By speaking candidly about periods and the realities of female health, they are doing something revolutionary—normalising the conversation. When high-profile athletes and public figures lend their voices to these topics, it signals a cultural shift, making it clear that this is not just a ‘women’s issue’ but a universal one that demands attention and action.

Cultural Relevance: Why Now?

The conversation around female health is gaining momentum, and not a moment too soon. The rise of women’s sport, the growing influence of female-led communities, and the demand for better representation in media and advertising have created a unique moment for change. Society is finally beginning to understand that women's health is not niche—it’s fundamental.

In sport, the impact is particularly stark. For years, female athletes have been expected to train and compete under conditions designed for men, with little regard for hormonal cycles, menstrual symptoms, or the impact of reproductive health on performance. Conversations like those led by Williamson and Mead help to challenge outdated norms and push for research, investment, and innovation in female-specific sports science and wellness.

Beyond Sport: The Wider Impact

But this shift isn’t just about athletes. Every woman and girl benefits when these conversations become mainstream. In workplaces, normalising discussions about periods and menopause can lead to better policies, from flexible working arrangements to proper medical support. In schools, open dialogue can ensure young girls receive the education they need to understand their bodies without shame. In healthcare, breaking the stigma can lead to faster diagnoses and better treatment for conditions like PCOS and endometriosis, which are too often dismissed or misunderstood.

Meaningful Impact: Where Do We Go from Here?

Content like this is a catalyst, but the real impact comes from sustained action. Brands, media, and institutions must continue to provide platforms for these conversations. Schools must integrate comprehensive menstrual education. Workplaces must adopt female-friendly policies. And each of us must challenge outdated perceptions in our daily lives.

Change starts with visibility, and visibility leads to normalisation. The more we talk about female health openly and without shame, the closer we get to a world where women’s experiences are acknowledged, respected, and properly supported. It’s time to make the ‘taboo’ unremarkable—and that is a future worth fighting for.

The UK's Bid for the FIFA Women's World Cup 2035: A Defining Moment for Women’s Sport

5th March 2025

UK’s 2035 Women’s World Cup Bid: A Defining Moment for Sport

The UK’s bid to host the 2035 FIFA Women’s World Cup is more than just a tournament—it’s a statement. It signals a commitment to elevating women’s football, securing investment, and recognising the dedication of millions of fans.

Building on EURO 2022’s Legacy

The UEFA Women’s EURO 2022 proved the power of the women’s game, with record crowds and a surge in participation. It wasn’t just a tournament—it was a cultural shift. Hosting the 2035 World Cup would build on this momentum, ensuring young girls see a clear path to success in football, both on and off the pitch.

A Lasting Legacy

Bringing the Women’s World Cup to the UK would be a historic milestone in the fight for gender equality in sport. More than just a competition, it would reshape perceptions, boost visibility, and cement women’s football as a pillar of sporting culture.

The journey to 2035 starts now. This is the UK’s chance to lead and prove that women’s sport isn’t just part of the conversation—it’s at the heart of it.

World Cup 2026 to Feature First-Ever Half-Time Show Curated by Coldplay

5th March 2025

The 2026 FIFA World Cup final will feature a historic first—a halftime show, curated by Coldplay. FIFA President Gianni Infantino confirmed that this performance will mirror the scale of the Super Bowl halftime show, marking a cultural shift for the tournament.

A Global Spectacle

Coldplay’s involvement is strategic, given their global appeal and genre-blending style. In partnership with Global Citizen, the show will feature diverse artists while spotlighting issues like poverty, climate change, and social justice. This ensures the World Cup final becomes more than just a match—it’s a platform for global impact.

The Challenge and the Opportunity

With just 15 minutes for the performance, Coldplay and FIFA face the challenge of delivering a high-impact, tightly executed spectacle. Inspired by Super Bowl LIX’s Kendrick Lamar performance, expect precision, creativity, and a show designed to captivate millions worldwide.

Times Square Takeover

Adding to the excitement, New York’s Times Square will host a massive fan festival during the final weekend, turning the city into the heartbeat of the global celebration.

Redefining the World Cup Experience

This partnership between FIFA, Coldplay, and Global Citizen signals a shift in how sports and culture intertwine. The 2026 World Cup won’t just be about football—it’ll be a defining cultural moment where music, activism, and sport collide on the world’s biggest stage.

Nike vs. adidas: The Nostalgia Wars and the Return of Total 90

2nd March 2025

In the ever-intensifying battle for footballing nostalgia, Nike has re-entered the fray with the revival of its iconic Total 90 silhouette. But rather than returning in its original form as a football boot, the American sportswear giant has opted to reimagine the classic T90 as a lifestyle sneaker. This unexpected move signals Nike’s strategic attempt to tap into football’s cultural legacy while also highlighting a crucial challenge—adidas’ stranglehold on nostalgia-driven football marketing.

The Power of Nostalgia in Football Marketing

The revival of the Total 90 taps into a rich era of football heritage—one that still holds weight among millennials who grew up idolising Wayne Rooney, Fernando Torres, and Francesco Totti. The T90 range, alongside its instantly recognisable Aerow ball and kit template, didn’t just shape an aesthetic; it defined an era. It was synonymous with playground battles, Sunday league dominance, and an overarching love for the game. It wasn’t just a boot—it was an identity.

Nike’s decision to relaunch the Total 90 comes at a time when adidas is aggressively winning the nostalgia wars. The return of the Predator—complete with campaigns featuring football royalty such as David Beckham, Zinedine Zidane, and Jude Bellingham—has reminded fans why they fell in love with the silhouette in the first place. The Predator’s resurgence has been met with a well-orchestrated campaign that merges history, performance, and modern innovation. By contrast, Nike’s approach to bringing back the T90 feels tentative, almost as if they weren’t entirely sure of the reception.

Cultural Relevance: The Missing Piece?

The decision to reintroduce the T90 as a lifestyle sneaker rather than a football boot is an interesting one. It acknowledges the fact that football culture has outgrown the pitch and fully embedded itself in streetwear, fashion, and global youth identity. The modern game is played as much in back alleys and city courts as it is in stadiums, and players today are as likely to be spotted in high-end sneaker boutiques as they are in boot rooms. Nike, of course, knows this—it has long been at the forefront of the crossover between sport and culture. Yet, in this case, there’s a lingering sense that the decision to revive the T90 off the pitch rather than on it feels like an opportunity left half-explored.

Nike’s Strategic Play—Calculated or Cautious?

Nike’s marketing strategy for this launch has been a slow burn—sporadic teasers, unexpected celebrity placements, and limited edition drops. This drip-feed approach has built intrigue, but compared to adidas’ Predator blitz, it feels measured rather than dominant. With football nostalgia at an all-time high, why not go all in?

One possible reason is that Nike is testing the waters before a full-blown comeback. The re-release of Portugal’s 2004 Total 90 home shirt and the revival of the iconic T90 Aerow ball indicate that Nike is aware of the wider cultural appetite. But the real question is: will they bring the boots back?

If this is just the opening chapter in Nike’s long game, then they may yet have an ace up their sleeve. However, if this is the extent of the Total 90 reboot, it risks feeling like a nostalgic nod rather than a statement of intent.

Who Will Win the Nostalgia Wars?

Right now, adidas is ahead. Their commitment to re-releasing and refining Predator models—combined with a heavyweight marketing push—has kept them at the forefront of football nostalgia. Nike, despite having a deep well of iconic silhouettes to draw from, has yet to match this level of engagement.

However, the nostalgia wars are far from over. If Nike has serious plans to take back ground, a return of the T90 in its original boot form would be a major power move. The demand is there, the love for the boot is unquestionable, and the cultural relevance remains intact. But the question remains: does Nike have the conviction to truly bring Total 90 back?

For now, we can enjoy the resurgence of an icon in streetwear form. But for those of us who grew up on the T90’s power and precision, we’ll be waiting for that moment when the boots make their long-awaited return to the pitch. Nostalgia might be a battleground, but in the end, authenticity always wins.

Lewis Hamilton x Lululemon: A Cultural Play That Redefines the Brand

24th February 2025

There was a time when the idea of Lululemon signing a Formula 1 driver would have been laughable. The $10 billion Canadian activewear giant, long synonymous with yoga moms and boutique fitness, has spent years trying to reposition itself beyond its original core audience. But while its menswear line has been quietly strong—accounting for 23% of net revenue last year—it’s never quite managed to land the kind of cultural credibility needed to break through. Until now.

Lewis Hamilton, a seven-time Formula 1 world champion, global icon, and self-made fashion powerhouse, is now the brand’s biggest-ever signing. And this is about more than just performance gear. It’s a statement of intent.

More Than Just a Sportswear Deal

Hamilton isn’t just a decorated athlete—he’s one of the few sports figures who transcend their discipline. His influence extends deep into fashion, music, and entertainment. He turned the F1 paddock into a runway, collaborating with Kim Jones at Dior, brokering a deal between Mercedes and Tommy Hilfiger, and bringing streetwear and luxury into motorsport in a way no driver had before.

Now, as he joins Lululemon, he’s lending that same cultural weight to a brand that has struggled to shift perceptions. The partnership is about visibility—bringing Lululemon into spaces it hasn’t occupied before. With 35 million Instagram followers (compared to Lululemon’s five million), Hamilton’s presence alone guarantees new audiences will take notice. But this isn’t just about eyeballs. It’s about credibility.

Unlike Lululemon’s previous athlete ambassadors—Jordan Clarkson, DK Metcalf, Francis Tiafoe—Hamilton is not just an athlete who wears nice clothes; he is a tastemaker. He’s co-chairing the Met Gala. He’s producing a Hollywood film with Brad Pitt. He’s meticulously building a post-racing career that blends sport, style, and influence in a way few athletes ever have. That’s what makes this different.

A Brand in Transition

Lululemon has been quietly making moves in menswear for over a decade, but the challenge has always been perception. Even Hamilton himself admitted he thought it was a womenswear brand before engaging with them. That speaks to the brand’s biggest hurdle—breaking out of the narrow, affluent, wellness-driven image that has defined it for so long.

By aligning with Hamilton, Lululemon is taking a deliberate step into a broader cultural arena. This isn’t just about sportswear—it’s about lifestyle, aspiration, and influence. The brand isn’t just looking to sell gym shorts; it’s looking to embed itself into the culture of modern masculinity, where performance, fashion, and identity are all interconnected.

There’s also a deeper alignment here. Hamilton has been vocal about inclusivity in motorsport, and his foundation, Mission 44, will be working with Lululemon on social impact initiatives. That adds another layer to the partnership—one that goes beyond aesthetics and into brand purpose.

Will It Work?

The move is bold, but it isn’t without risk. Lululemon doesn’t sell footwear, which means it’s inherently limited in the type of athletic endorsements it can offer. Historically, top-tier athletes have gravitated toward Nike, Adidas, and Puma for full “head-to-toe” deals. But Hamilton’s strength isn’t in traditional sports endorsements—it’s in cultural influence. He doesn’t need to sell sneakers; he needs to make people care.

If Lululemon is serious about shaking its old reputation, this is its best shot yet. Hamilton brings the kind of star power and fashion credibility that no other athlete in its roster has. If he can’t make men pay attention to Lululemon, no one can.

This partnership isn’t just about activewear—it’s about shifting cultural narratives. And right now, with F1’s soaring global appeal, Hamilton’s omnipresence, and Lululemon’s ambition, the timing couldn’t be better. If done right, this could be the moment Lululemon finally evolves from “yoga brand” to cultural powerhouse.

Kendrick Lamar Just Proved: The Revolution Will Be Televised

9th February 2025

Cultural relevance isn’t just about showing up—it’s about shaping the moment. And last night at Super Bowl halftime, Kendrick Lamar did exactly that on one of the biggest stages in the world.

From Samuel L. Jackson playing a modern-day Uncle Sam—mocking Kendrick and telling him to “play the game”—to Lamar standing in front of an American flag formed entirely by Black dancers, every frame of his Super Bowl LIX halftime show was designed to challenge, provoke, and solidify hip-hop’s place at the centre of culture. As he stood before the flag performing HUMBLE., the message was clear—sit down, be humble wasn’t just a lyric, it was a challenge to the system itself. Gil Scott-Heron’s words echoed louder than ever—this time, the revolution was televised.

Dressed in Deion Sanders’ classic Nike sneakers and flared Hedi Slimane Celine jeans, Kendrick blended high fashion with hip-hop’s DNA, while his pgLang ‘GLORIA’ jacket and ‘a minor’ chain teased the Converse collab drop that went live right after the show. Cultural storytelling at its finest.

But beyond the style, the gaming references ran deep—because Kendrick isn’t just tapping into the culture; he’s part of it. A well-known gamer, he’s spoken about his love for video games, and last night, that influence was undeniable. The set itself was a giant controller, symbolising the struggle for power, agency, and who really gets to “play the game.” From the 8-bit “Game Over” text flashing on-screen to the dancers wielding controllers, Kendrick turned the performance into a statement about control, rebellion, and breaking free from the system. The Squid Game influence was unmistakable—just like in the series, the rules are rigged, but Kendrick made it clear: he’s playing his own game.

And in a political climate where Trump is calling for the “termination” of DEI programs, Kendrick’s performance felt like direct resistance. A reminder that hip-hop is built on defiance, on truth-telling, on pushing back against a system designed to exclude. As some politicians try to erase diversity initiatives and roll back progress, Kendrick stood centre stage proving why representation isn’t a “trend”—it’s the culture.

Then there was Serena Williams, mid-performance, Crip Walking in A Ma Maniére x Converse Chuck 70s—a full-circle moment from the move she was once criticised for at Wimbledon, now immortalised on the biggest entertainment stage in the world. And the fact that Serena—Drake’s ex—was dancing just as Not Like Us shook the stadium? A subtle but undeniable moment in Kendrick and Drake’s ongoing beef.

And when Not Like Us hit? That wasn’t just a song—it was a power move. Hip-hop doesn’t just belong on this stage. It owns it.

A halftime show that won’t just be remembered. It’ll be studied.

Beyoncé Bowl: A Cultural Milestone in Cowboy Couture

25th December 2024

When Beyoncé takes the stage, it’s never just a performance—it’s a cultural moment. This was evident once again on Christmas Day 2024, when Netflix broadcast Beyoncé Bowl, the Queen’s high-energy halftime show during the NFL’s double-header. With her Cowboy Carter era in full swing, Beyoncé delivered a genre-defying spectacle that redefined country music, blending tradition with innovation.

From the moment she stepped onto the NRG Stadium stage in Houston, Texas, clad in meticulously crafted Western wear, Beyoncé set the tone for a performance steeped in both musical and sartorial history. The show featured live debuts of several Cowboy Carter tracks, including “16 Carriages,” “Blackbiird,” “Ya Ya,” and “Texas Hold ‘Em.” She was joined by special guests, including Shaboozey, Brittney Spencer, Tanner Adell, and Tiera Kennedy—signalling a moment of visibility for Black artists in country music.

A standout moment came when Post Malone joined Beyoncé for their duet on “Levii’s Jeans,” a track that playfully intertwines hip-hop, country, and blues influences. But the Levi’s partnership ran deeper than just a song. Earlier in September, Levi’s and Beyoncé had already set the stage for this collaboration by reimagining the iconic 1980s Laundrette commercial—an ad synonymous with effortless cool and Americana. The Beyoncé-led reinterpretation added a fresh layer of Western elegance, cementing Levi’s role in the evolving landscape of Cowboy Couture. By extending this creative partnership into Beyoncé Bowl, Levi’s seamlessly connected heritage with contemporary culture, reaffirming its place at the heart of the denim conversation.

Another unforgettable element of the performance was Blue Ivy Carter’s presence as a featured dancer. Having grown up in the spotlight of her mother’s career, Blue Ivy’s participation added a sense of generational continuity—another nod to legacy and lineage, themes that run deep in Cowboy Carter.

Beyond the music, Beyoncé Bowl was a testament to her continued ability to shape cultural narratives. The performance became the most-watched halftime show in streaming history, pulling in over 27 million viewers, proving yet again that Beyoncé is not just an artist—she’s a movement. By merging Southern Black musical traditions with pop spectacle, she didn’t just perform at an NFL halftime show; she turned it into a landmark cultural event that will be dissected for years to come.

Cultural Relevance in Women’s Football: A Game-Changer Moment for Equality

31st July 2024

The words spoken by Ian Wright, Alex Scott, and Jonas Eidevall today highlight not only the current state of women’s football but the seismic cultural shift that has taken place in the sport over the past few years. Their passionate remarks, which carry the weight of decades of struggle, are not just about football; they are a clarion call to industries, institutions, and decision-makers everywhere. It is a rallying cry for change, inclusion, and the recognition of talent in the women’s game.

A Long-Awaited Change

Ian Wright’s words resonate deeply within the context of an ongoing battle for equal visibility and opportunity in sport. By using this moment, Wright emphasises how uphill the struggle has been for women in football, and with his status as a cultural icon, he places this issue squarely at the feet of the people in power. His call to “sit up and listen” isn’t just aimed at the governing bodies of football; it’s a reminder to every individual in a position of influence. We’re at a crossroads in sport, and Wright is challenging those who have had the power to make real change — but failed to do so.

The sense of urgency is palpable, and it reflects the frustration of countless athletes and supporters who have had to fight not just for recognition, but for basic access to resources and equal treatment. Wright’s message is loud and clear: the time for complacency is over. Women’s football isn’t a trend — it’s the future of the sport.

Alex Scott: A Force of Nature

No one encapsulates the spirit of perseverance in the women’s game like Alex Scott. Her words are a powerful reminder of the countless battles fought behind the scenes. “We were begging people to host, in their stadiums, a women’s game in the Euros,” she said. This statement is not just a reflection of past struggles — it’s a warning to those who were once hesitant. “If you weren’t brave enough back then, I hope you’re looking at yourselves right now,” she adds, making it clear that the tide has turned.

Scott’s refusal to continue begging at corporate events for support is one of the most defining moments in her advocacy for the women’s game. “If you're not involved, you've missed the boat,” she declares. “The train has finally left the station, and it is gathering speed.”

This is more than a metaphor for a sporting revolution — it’s a direct challenge to anyone who doubts the growth and commercial potential of women’s football. The business of women’s sport is no longer optional; it’s essential.

Wright Calls for Accessibility and Support

Ian Wright continues this charge with a bold demand for accessibility and increased fan engagement in the Women's Super League (WSL). He highlights the glaring gaps in the current structure, like scheduling conflicts that make it difficult for fans to attend games. “You’ve got the first WSL game of the season and Arsenal are playing Chelsea at 7 o’clock on a Sunday night, and it’s on television. That’s not going to encourage people to get there,” Wright observes. His call to “make it easier” for fans to access stadiums reflects a broader truth about how the sport has often been held back by barriers that discourage fan interaction.

For Wright, it’s clear that the system needs to change. From ticketing to scheduling to travel arrangements, the whole structure needs to be revamped to ensure that fans — both existing and new — have easy access to live games. And this change must be driven by the governing bodies, with the Premier League playing a crucial role in commercialising and growing the WSL.

Jonas Eidevall: The System is the Problem

Jonas Eidevall’s statement brings everything into sharp focus: “These women aren’t here because of the system. They’re here DESPITE the system.” These words speak to the heart of the women’s game. For too long, women’s football has had to fight its way into existence, despite the system that has worked against them. But now, as evidenced by the record-breaking crowd of 87,192 at the Euros final, the system is changing — and it’s changing fast.

Eidevall’s praise for the women’s achievements is not just about the success of the Lionesses — it’s about recognising the struggles that have paved the way for this historic moment. As we look at the incredible milestones in women’s football, we must acknowledge the profound cultural shift that is now taking place. The time for change is no longer a distant hope — it is a reality that is unfolding before our eyes.

Time for Change

Today, we witnessed not just a victory on the field but a victory for equality, perseverance, and for those who have fought tirelessly to make women’s football what it is today. The Lionesses’ achievement is a cultural milestone that transcends sport. It speaks to the power of representation, the value of equal opportunities, and the importance of breaking down the barriers that have held so many back for so long.

In this moment, the message is clear: the future of women’s football is not just a possibility; it is a certainty. But it requires all of us — from fans to decision-makers — to keep pushing, keep fighting, and keep raising our voices. The system is changing, but only if we continue to demand it.

Time for change? The train has already left the station.