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

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

The Fragility of Cultural Capital

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

Music, Entertainment & Sports: A Collateral Cultural War

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

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

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

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

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

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

Luxury Fashion: The Price of Prestige

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

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

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

Tech & Gaming: The Cost of Innovation

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

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

The Brand Strategy Imperative

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

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

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

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

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

Final Thought: Tariffs as a Cultural Test

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

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

Turning 2025’s Cultural Trends into Lasting Brand Impact

As we move through 2025, cultural shifts are fundamentally reshaping how brands communicate with their audiences. Authenticity, hyper-personalisation, and community-driven marketing are no longer just trends—they are becoming the new foundation of brand-consumer relationships. However, brands that simply react to these shifts risk short-term engagement at best and irrelevance at worst.

To create marketing messages that resonate today and remain impactful in the long run, businesses must evolve beyond trend adoption and embed these shifts into their core brand DNA.

Here’s what’s shaping marketing this year—and how brands can turn fleeting trends into lasting strategies.

1. From Trend-Driven Authenticity to Deep Brand Transparency

The Trend:

With growing scepticism around fake reviews and AI-generated content, consumers demand real connections. They expect brands to be open, honest, and consistent in how they present themselves, with storytelling rooted in real experiences rather than curated perfection.

The Long-Term Strategy:

Authenticity cannot be a seasonal campaign—it must be embedded into every touchpoint of a brand’s identity. This means:

• Owning Your Imperfections: Consumers trust brands that acknowledge challenges and show how they’re improving, rather than pretending to be flawless.

• Radical Transparency: Brands like Everlane set the bar by breaking down costs and sourcing details—expect more brands to follow suit.

• Real Voices Over Scripted Content: Long-term relationships with brand advocates, rather than one-off influencer partnerships, build credibility over time.

2. From AI-Driven Personalisation to Relationship-Building at Scale

The Trend:

AI is reshaping content delivery, enabling hyper-personalised interactions tailored to individual consumer preferences. Gartner predicts that by 2025, 30% of large organisations’ outbound marketing will be AI-generated.

The Long-Term Strategy:

The future of personalisation isn’t just about tech—it’s about using AI to enhance human connection, not replace it.

• From Data Collection to Meaningful Engagement: Brands should use AI to listen to consumers and create marketing that feels like a conversation, not just targeted ads.

• Sustainable Personalisation: AI-driven marketing must be privacy-conscious and transparent—brands that build trust in data usage will win in the long run.

• AI + Human Creativity: The best brand strategies will balance efficiency with emotional resonance, ensuring AI enhances creativity rather than diluting it.

3. From Interest Clans to Community-Centric Brand Loyalty

The Trend:

Consumers are forming micro-communities based on shared passions rather than demographics. These “interest clans”—from niche subcultures to fandom-driven groups—are shaping purchasing decisions more than ever.

The Long-Term Strategy:

Traditional one-size-fits-all marketing is becoming obsolete. Instead, brands need to embed themselves within communities rather than marketing at them.

• Invest in Long-Term Community Building: Instead of one-off campaigns, brands should create dedicated spaces for engagement (e.g., Discord servers, brand-owned platforms, experiential events).

• Champion Subcultures Before They Go Mainstream: The most culturally relevant brands invest in emerging movements early rather than hopping on the bandwagon once they trend.

• Facilitate Peer-Led Conversations: Community members trust each other more than they trust brands—enabling user-generated content, co-creation, and advocacy will drive long-term loyalty.

4. From Nostalgia Marketing to Multi-Generational Storytelling

The Trend:

In a world of uncertainty, nostalgia offers comfort. Whether it’s Y2K aesthetics, ‘90s branding, or retro product revivals, nostalgia-driven marketing is thriving.

The Long-Term Strategy:

Nostalgia can’t be a gimmick—it must be woven into a brand’s legacy and storytelling in a way that evolves over time.

• Reviving Heritage with a Modern Lens: The most effective nostalgia campaigns blend the past with cultural relevance today (e.g., how Adidas Originals revives archival styles while staying contemporary).

• Cross-Generational Connection: Brands should leverage nostalgia not just to appeal to those who lived through an era but also to introduce younger audiences to timeless cultural moments.

• From Look & Feel to Meaning: Rather than just aesthetic throwbacks, successful nostalgia campaigns tap into the emotions and values of past eras in a way that resonates today.

5. From Performative Inclusivity to Embedded Representation

The Trend:

Consumers no longer view diversity and inclusivity as a marketing trend—it’s now an expectation. Tokenistic representation is quickly called out, while brands that champion inclusivity meaningfully are rewarded with long-term loyalty.

The Long-Term Strategy:

Brands must move beyond representation in campaigns and embed it into their workplace, products, and partnerships.

• Diversity Behind the Scenes: Representation in leadership, product development, and creative teams must be as diverse as the campaigns themselves.

• Collaborate, Don’t Appropriate: Work with cultural leaders and communities rather than treating inclusivity as an aesthetic.

• Consistency Over Headlines: Instead of big, one-time DEI campaigns, brands that integrate inclusivity into their everyday communications will build deeper consumer trust.

6. From Cross-Industry Collaborations to Sensory-Driven Brand Experiences

The Trend:

The blending of food, fashion, and lifestyle in marketing reflects a shift towards multi-sensory brand experiences. Consumers seek more immersive, tangible connections with brands.

The Long-Term Strategy:

Brands that master experiential marketing will engage multiple senses, not just visuals.

• Blurring the Lines Between Industries: Expect more collaborations like Fendi x Tiffany’s café pop-ups or beauty brands launching food-inspired collections to create unexpected, memorable brand moments.

• Interactive Experiences Over Traditional Ads: Consumers want to engage with brands in real life—through taste, touch, sound, and scent. Brands investing in immersive experiences (e.g., multi-sensory pop-ups, interactive retail, AR-enhanced storytelling) will stand out.

• From Products to Cultural Moments: Successful campaigns will go beyond product promotion and create cultural conversations and rituals around brand experiences.

The Future of Cultural Relevance in Marketing

The brands that win in 2025 and beyond won’t be the ones reacting to every trend—they’ll be the ones shaping culture in a way that feels authentic, immersive, and deeply embedded in community values.

Staying relevant isn’t about keeping up—it’s about standing for something.

Brands that evolve their marketing messages from fleeting trends into long-term cultural influence will not just capture attention—they’ll build lasting relationships in an ever-changing world.

Why Consumers Don’t Shop Their Values – And How Brands Can Fix It

Why Consumers Don’t Shop Their Values — and How to Change That

Purpose fatigue is real. Consumers are bombarded with brands championing sustainability, ethics, and social impact, yet their actual purchasing behaviour rarely aligns with these values. The intention-action gap—the chasm between what people say they believe in and how they actually shop—has only widened as scepticism around corporate virtue-signalling grows.

For brands, this presents a stark reality: performative purpose no longer cuts it. Consumers are exhausted by empty promises and premium-priced ethical options that feel more like a luxury than a standard. So, how do we close the gap and make values-driven shopping the default rather than an exception?

The Myth of the Conscious Consumer

The idea of the conscious consumer is an attractive one, but real-world shopping decisions are shaped by more immediate concerns: price, convenience, and habit. While studies consistently show that most consumers claim to prioritise sustainability and ethics, sales data tells a different story. A 2023 McKinsey report found that while 66% of consumers say they’re willing to pay more for sustainable goods, only 25% actually do.

This discrepancy stems from several factors:

1. Purpose Fatigue – The overuse of social impact messaging has led to consumer cynicism, with many questioning whether brands genuinely care or are simply capitalising on trends.

2. Price Sensitivity – Ethical and sustainable products often come with a higher price tag, making them inaccessible for many shoppers.

3. Convenience Over Conscience – Consumers are creatures of habit. If a purpose-driven brand isn’t as readily available as mainstream alternatives, it will struggle to gain traction.

4. Emotional vs. Rational Decision-Making – Shopping is impulsive and emotionally driven; values tend to play a secondary role in real-time decision-making.

Closing the Gap: How Brands Can Drive Action

Bridging this gap requires brands to move beyond surface-level storytelling and into systemic shifts that make values-based shopping effortless. Here’s how:

1. Make Purpose Practical

Consumers are fatigued by brands that talk about purpose but fail to integrate it into their actual business models. The key is making sustainability and ethics a seamless part of the shopping experience—no guilt trips or upcharges required. Patagonia’s Worn Wear programme, which promotes product longevity over new purchases, is a prime example of a brand making purpose actionable rather than aspirational.

2. Reframe Value, Not Just Values

Consumers hesitate to spend more on sustainability, but they will invest in quality, durability, and experience. Brands need to position their purpose-driven offerings as superior products first, with ethics as a natural bonus rather than the main selling point. Veja built a cult following not just on sustainability but on style and quality—proving that ethics alone won’t create demand.

3. Default to Better Choices

The easiest way to drive values-based shopping? Remove the friction altogether. Starbucks’ decision to automatically include plant-based milk in select markets unless consumers opt out is a perfect example of behavioural nudging. If ethical choices are the default rather than an alternative, consumers will follow without needing to be convinced.

4. Build Trust Through Radical Transparency

Greenwashing has led to widespread scepticism, making transparency the new currency of credibility. Brands like Allbirds and Everlane set the benchmark by sharing detailed breakdowns of costs, carbon footprints, and ethical practices. Consumers are tired of vague claims—they want proof.

5. Shift Culture, Not Just Marketing

Purpose-driven brands can’t rely on messaging alone; they need to embed their values into culture. The rise of thrifting and second-hand fashion isn’t just about sustainability—it’s a cultural movement driven by Gen Z’s influence and the aesthetics of vintage fashion. Brands that align with genuine cultural shifts rather than forced marketing narratives will earn lasting relevance.

The Future of Values-Driven Shopping

The brands that will win in this space aren’t the ones shouting the loudest about purpose—they’re the ones quietly making ethical choices the easiest, most desirable, and most practical option.

Consumers aren’t tired of purpose itself; they’re tired of brands that treat it as a trend rather than a fundamental shift. The future isn’t about telling people what they should care about—it’s about making it impossible for them to ignore.

Beyond Trend-Chasing: How to Build Cultural Staying Power

Cultural influence isn’t about hopping on the next big trend—it’s about shaping the narrative, setting the agenda, and making sure people want in. The brands that dominate today aren’t those chasing relevance—they’re the ones deciding what’s relevant.

The landscape is shifting. AI is rewriting engagement. Collaborations have evolved from hype-stunts to cultural alliances. And after years of “brand purpose” overload, consumers are over the performative activism. Brands have a choice: build something that lasts or get lost in the churn.

1. Own the Culture—Don’t Chase It

Nike. Balenciaga. Telfar. They don’t react to trends. They set them.

• Nike knew that backing athlete activism wasn’t a risk—it was a cultural inevitability. They bet on Kaepernick before most brands knew where to stand.

• Balenciaga redefined high fashion by embracing irony, dystopia, and the absurd. They made Crocs cool. Twice.

• Telfar didn’t beg for a seat at the table. They built their own. The brand’s "Not for You—for Everyone" model flipped luxury on its head.

The takeaway? Stop waiting for a trend report to tell you what’s next. Decide what’s next.

2. Collaborations Are No Longer a Cheat Code

For years, slapping two logos together was enough to generate hype. That era is over. The new collaborations aren’t about branding—they’re about cultural collision.

• MSCHF x Crocs wasn’t a partnership; it was a statement on how far absurdity can go in fashion.

• Martine Rose x Nike didn’t just drop another sneaker—it distorted the entire silhouette, forcing consumers to rethink what’s desirable.

• Louis Vuitton x Tyler, the Creator isn’t about star power. It’s about working with actual tastemakers, not just famous faces.

Collabs today have to be unexpected, deeply intentional, and culture-led—otherwise, they’re just noise.

3. AI Isn’t Just a Tool—It’s the New Creative Director

Consumers now expect brands to know them better than they know themselves. AI-driven personalisation is no longer a gimmick—it’s the baseline.

• Spotify Wrapped isn’t just an annual recap. It’s a cultural event that turns every user into a brand evangelist.

• Stitch Fix is training AI to style consumers better than they can style themselves.

• NotCo is using AI to outsmart food giants, creating plant-based alternatives that taste better than the original.

Brands that fail to integrate AI into their strategy will lose consumer engagement, period.

4. Purpose Fatigue is Real—So Either Mean It or Drop It

Consumers don’t need another brand manifesto. They need action. The brands still winning on purpose are the ones who walk the walk.

• Patagonia didn’t "launch an initiative"—they literally gave the company away to fight climate change.

• NotCo isn’t posting about sustainability—it’s engineering a better food system.

• Nike’s activism works because it’s woven into its brand DNA—not just a one-off campaign.

What’s not working? The brands who went all in on purpose in 2020 and quietly backed out when the pressure faded. Consumers have receipts. Performative branding is dead.

5. The Future is About Building a World, Not Just Selling a Product

The most influential brands today don’t just have customers—they have devoted followers. Why? Because they’ve created a universe consumers want to live in.

• Apple doesn’t sell tech—it sells an identity.

• Supreme mastered exclusivity as a cultural currency.

• Erewhon turned a grocery store into a lifestyle flex.

The future belongs to brands that build their own world—one that feels so distinct, so culturally rich, that consumers don’t just want to buy in. They want to belong.

Final Word: It’s Time to Lead, Not Follow

The brands that win aren’t waiting for culture to move—they’re moving it themselves. If you’re still reacting to what’s trending, you’ve already lost. The real power is in setting the pace, owning the narrative, and making the world pay attention.

The Future of Gaming in 2025: AI, Live Service Fatigue & Industry Shifts

Key Takeouts

• AI in game development is a double-edged sword, offering efficiency but risking a loss of creative integrity.

• Live service models are losing favour, with audiences seeking more meaningful, contained experiences.

• The console wars are fading, as access and cross-platform experiences become more important than hardware.

• Funding challenges threaten innovation, with financial pressures limiting the scope for experimental game development.

• GTA 6 will be a defining moment, setting the tone for the future of AAA gaming and open-world experiences.

The global games industry in 2025 finds itself in an era of transformation, teetering between innovation and instability. What was once a space of boundless expansion has hit an inflection point, where technological disruption, economic pressures, and shifting player expectations are forcing the industry to redefine itself. The question now is not simply what games will look like in the coming years, but whether the structures that have sustained the industry for decades can continue to hold.

One of the most contentious developments is the increasing presence of AI in game development. On the surface, AI-powered tools promise efficiency—faster asset creation, streamlined animation, even AI-driven narrative design. But beneath the surface lies a deeper, more uncomfortable debate. What happens when automation starts to displace human creativity? The industry has always thrived on artistic expression, on the distinct fingerprints of developers crafting something singular. If studios prioritise AI-generated content to cut costs, will we see a decline in the uniqueness that makes games a cultural force? The push-and-pull between technological progress and creative integrity is set to define this decade.

Beyond the question of AI, the business of gaming itself is under scrutiny. Live service models, which once seemed like the holy grail of engagement and revenue, are now facing significant fatigue. While some franchises continue to dominate, the market is oversaturated, and audiences are growing weary of time-consuming, microtransaction-heavy experiences that demand continuous investment. Players are signalling a desire for more contained, meaningful narratives rather than endless content cycles, yet publishers are still gambling on the next big live service hit. The industry stands at a crossroads—will it double down on a model that is proving increasingly unsustainable, or will it recalibrate to meet the changing desires of its audience?

At the same time, the hardware landscape is undergoing a shift that few could have predicted a decade ago. The traditional battle between gaming consoles is becoming increasingly irrelevant as cross-platform play, cloud gaming, and subscription services break down the old silos. The latest console iterations have struggled to justify their existence in a market that is no longer defined by hardware exclusivity. For the new generation of players, access and experience outweigh brand loyalty, and the companies that embrace this reality will shape the future of the industry.

But for all the conversations around technology and business models, one of the most urgent challenges facing game development today is funding. Even as gaming continues to expand its cultural footprint, financial pressures are mounting. Major studios are downsizing, independent developers are struggling to secure investment, and the market is flooded with an overwhelming volume of new releases competing for limited attention. Where does the money come from for the next wave of truly groundbreaking games? If the financial structures underpinning the industry continue to shrink, we risk a landscape dominated only by the safest, most commercially viable projects, leaving little room for bold, experimental work.

Perhaps the clearest indicator of where the industry is heading lies in the anticipation surrounding GTA 6. Few games carry the weight of expectation quite like this one. Beyond being a guaranteed commercial juggernaut, it will set a precedent for the future of open-world gaming, player-driven content, and the broader blockbuster gaming experience. Will its approach reaffirm the industry's reliance on vast, expansive worlds, or will it point toward a new direction where more curated, concentrated experiences take centre stage? More than just a release, its impact will be a statement on where gaming is headed.

As 2025 unfolds, it is evident that gaming is in a moment of cultural and structural transition. The industry must decide what kind of future it wants to create—not just in terms of technological advancement, but in how it values creativity, sustainability, and the communities that sustain it. Whether this moment leads to reinvention or stagnation will depend on the choices made now, but one thing is certain: the future of gaming is being written in real time.

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

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

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

The Fragmentation of Audio and Video

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

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

The Business of Podcasting: Where Do Creators Fit?

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

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

The Future of Podcasting: A Cultural Reframing

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

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

Hermès: The Masterclass in Cultural Relevance and Timeless Brand Marketing

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Brilliant Social Media: The Digital Luxury Standard

In the digital-first era, luxury brands often struggle to balance reach with exclusivity. Hermès, however, has perfected this art by curating a social media presence that enhances rather than dilutes its brand cachet. With over 10 million followers across platforms like Instagram, Facebook, and Twitter, the brand has built a storytelling ecosystem that showcases its craftsmanship, creativity, and artistic vision.

Instead of using social media as a direct sales tool, Hermès has adopted an approach that prioritises authenticity and engagement. The brand offers glimpses into its ateliers, artisan stories, and dreamlike campaign visuals, reinforcing the mystique and desirability of its products. This careful curation ensures that digital engagement elevates Hermès’ exclusivity rather than diminishing it.

Heritage in the Digital Age

The challenge for any luxury brand is how to maintain exclusivity in a digital-first world. Social media, e-commerce, and influencer marketing have disrupted traditional luxury marketing models, often diluting brand cachet in the pursuit of reach. Yet, Hermès has proven that a brand can embrace digital transformation without losing its aura of exclusivity.

Instead of flooding digital platforms with aggressive sales tactics, Hermès has built a storytelling ecosystem that amplifies its craftsmanship, creativity, and artistic vision. The brand’s social media presence, particularly on Instagram, is a case study in understated luxury—offering glimpses into its ateliers, artisan stories, and dreamlike campaign visuals rather than hard-sell promotions. This approach keeps Hermès aspirational, ensuring that digital engagement enhances rather than erodes brand desirability.

High-Tech Meets High-Touch: Innovation Without Compromise

One of Hermès’ most strategic moves has been its ability to leverage technology in ways that align with its brand ethos. The Apple Watch Hermès collaboration is a perfect example: rather than simply licensing its name, Hermès co-created a product that seamlessly fuses craftsmanship with contemporary tech. This move expanded its audience to a younger, digitally native luxury consumer while reinforcing its values of quality and design excellence.

The brand has also embraced digital retail experiences without turning into a mass-market e-commerce brand. With immersive online experiences such as virtual scarf try-ons and sophisticated online appointment booking systems, Hermès ensures that digital convenience does not come at the expense of personalisation and luxury service.

The Power of Cultural Symbolism

Few brands have turned their products into cultural symbols as effectively as Hermès. The Birkin and Kelly bags are not just accessories; they are status symbols that transcend generations, continents, and even industries. While some brands chase fleeting trends, Hermès plays the long game—its slow production cycles and limited availability create a demand-driven desirability that most fashion houses struggle to achieve.

This scarcity strategy aligns perfectly with the modern consumer’s craving for authenticity. As luxury loses meaning in an era of mass production, Hermès continues to reinforce the idea that true luxury is not about price alone—it’s about artistry, patience, and exclusivity.

Cultural Relevance Through Artistic and Experiential Marketing

Beyond product, Hermès consistently invests in cultural storytelling. Its annual theme-driven campaigns, such as "Let’s Play" in 2022 and "Astonishing Hermès" in 2024, transform its collections into immersive narratives. These campaigns go beyond seasonal trends to create deeper emotional connections with consumers, positioning Hermès as a curator of culture rather than just a fashion house.

Experiential marketing is another cornerstone of the brand’s cultural strategy. The Hermès Carré Club, an interactive pop-up event celebrating the artistry of its silk scarves, demonstrated how luxury brands can create real-world engagement without cheapening their image. These moments reinforce Hermès as a living, breathing cultural force rather than just a static luxury brand.

Lessons for Brand Marketers

Hermès is not just a luxury fashion house; it is a brand marketing masterclass. In a time when many brands risk losing their DNA in the pursuit of digital relevance, Hermès has shown that true cultural influence comes from:

1. Authenticity Over Trend-Chasing – Maintaining a clear brand identity rather than reacting to every passing trend.

2. Strategic Digital Integration – Using technology to enhance, not replace, craftsmanship and storytelling.

3. Cultural Storytelling – Positioning products as cultural artifacts rather than mere commodities.

4. Experiential Luxury – Creating immersive, exclusive brand moments that reinforce desirability.

As the luxury landscape continues to evolve, Hermès provides a blueprint for how brands can maintain cultural relevance while staying true to their heritage. In a world of fleeting trends, Hermès remains timeless—a brand that does not follow culture but defines it.

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

In a world where cultural currency is as valuable as economic capital, the unpredictability of U.S. tariff policies threatens more than just trade relations—it puts entire creative industries at risk. Former President Trump’s latest declaration of a potential 200% tariff on European wines, champagnes, and other alcoholic products underscores the volatile nature of international trade disputes. But beyond the economic ramifications, such policies have a ripple effect that stifles cultural exchange, creativity, and the jobs that sustain them.

The Cultural Ecosystem at Risk

Cultural relevance in marketing has always been tied to global storytelling—borrowing from, celebrating, and elevating different traditions to create resonant narratives. Tariff wars, however, disrupt this exchange. When costs skyrocket on imported goods like French champagne or Italian wines, it’s not just a luxury market issue; it limits access to the cultural markers that shape experiences. Brands that thrive on authenticity—whether it’s a Michelin-starred chef curating menus or a spirits brand partnering with European vineyards—will face severe creative restrictions.

Marketing thrives on cultural symbols. Imagine a world where a brand can no longer affordably use Bordeaux in its high-end activations or where fashion and fragrance collaborations with European maisons become prohibitively expensive. These aren’t just economic transactions; they’re cultural connections that elevate brand stories. Tariffs restrict the accessibility of these narratives, forcing brands to either limit their scope or dilute their authenticity.

The Impact on Creativity and Jobs

The creative economy—spanning advertising, design, media, and experiential marketing—is built on the free flow of ideas, goods, and talent. Tariffs, especially retaliatory ones, put up barriers where there should be bridges. If the U.S. imposes a 200% tariff on European wines and spirits, the European Union is likely to counter with its own levies on American exports, including cultural products like film, music, and fashion. The collateral damage? American and European creatives alike.

Take the spirits industry: mixologists, event curators, and brand ambassadors who rely on European imports will see budgets slashed. Limited access to key products will force experiential marketing teams to rethink strategies—likely at the expense of cultural depth. Jobs tied to these industries, from hospitality professionals to creative agencies, will feel the squeeze as brands cut costs and campaigns scale back.

The False Promise of Protectionism

Trump frames these tariffs as a boon for domestic industries, suggesting American wine and champagne businesses will flourish in the absence of European competition. However, protectionist policies rarely deliver on such promises. The last round of U.S.-EU tariff disputes saw American whiskey exports plummet by 35% when Europe retaliated with its own levies. Similarly, if European alcohol becomes too expensive, consumers may not automatically shift to American alternatives—they may simply consume less or pivot to different categories altogether.

Moreover, the global luxury and hospitality industries don’t operate in silos. A five-star hotel in New York cannot replace Dom Pérignon with a domestic sparkling wine without altering its brand positioning. The same applies to luxury retailers, fine dining establishments, and global cultural institutions that rely on European imports as part of their brand identity. Tariff wars force them to make compromises that dilute their credibility and appeal.

Cultural Relevance Beyond Borders

For marketing and creativity to thrive, cultural relevance must remain fluid. Artificially inflating prices on heritage-rich products disrupts more than just consumer choice; it severs cultural ties that fuel innovation and storytelling. When access to international goods is hindered, the creative economy—one of the most vital drivers of global influence—suffers.

The U.S.-EU trade skirmishes are not just about bottom lines; they are about the interconnectedness of industries that rely on open cultural exchange. From advertising to hospitality, from fashion to film, cultural narratives are built on shared traditions. If tariffs become a political weapon, the collateral damage extends far beyond trade—it strikes at the very heart of the creative industries that shape global culture.

At a time when cultural storytelling has never been more important, the question isn’t just about economics—it’s about what kind of world we want to create. And that world should be one of connection, not division.

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

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

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

BRANDS LEADING THE CHARGE

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

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

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

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

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

HOW AI IS RESHAPING CULTURE

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

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

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

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

OPPORTUNITIES & CHALLENGES

For Brands

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

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

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

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

For Artists

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

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

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

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

For Athletes

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

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

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

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

WHAT TO WATCH NEXT

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

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

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

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

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

Is Paris Fashion Week Still Culturally Relevant in 2025?

12th March 2025

Paris Fashion Week (PFW) has long been a cornerstone of the fashion industry, a biannual spectacle where heritage houses and rising stars alike set the tone for global style. But as we navigate 2025, the question arises: is PFW still as culturally relevant as it once was? With the rapid evolution of consumer behaviour, the increasing dominance of the creator economy, and shifting industry priorities, its role in shaping fashion culture is being redefined rather than diminished.

The Shift from Purpose to Craftsmanship

One major transformation is the growing purpose fatigue among audiences. In recent years, brands have scrambled to align with social causes, but the sheer volume of purpose-driven messaging has led to diminishing returns. Consumers, especially younger ones, are becoming more sceptical of corporate activism, demanding genuine action rather than well-crafted narratives. This shift is pushing brands back towards a focus on craftsmanship, exclusivity, and experience—core tenets of PFW's original appeal.

Exclusivity vs. Influence

Compounding this evolution is the changing dynamic of access and influence. As highlighted by Vogue Business, the Autumn/Winter 2025 season has seen a significant reduction in show capacities, with some of the most anticipated collections—such as Sarah Burton’s debut at Givenchy and Haider Ackermann’s first Tom Ford show—dramatically scaling down their guest lists. While these intimate settings create a heightened sense of luxury, they also raise questions about industry engagement. Editors, buyers, and influencers are finding themselves sidelined, making it harder for traditional fashion media to shape the cultural conversation. If the major players continue to prioritise exclusivity over reach, PFW could risk alienating the very voices that have historically amplified its relevance.

The Rise of the Creator Economy

Meanwhile, the creator economy has permanently altered how fashion weeks are consumed. Traditional media coverage has been supplemented—and in some cases, replaced—by real-time content from influencers, stylists, and even AI-powered fashion commentators. Brands are no longer just courting the fashion press; they’re strategically leveraging social platforms to generate viral moments. The impact of this shift is profound: while fashion weeks were once exclusive, insider affairs, they now serve as global content engines designed to drive engagement far beyond the runway.

A Reimagined Relevance

Paris Fashion Week is not losing its cultural relevance—it is evolving. While it may no longer dictate trends in the way it once did, it remains a key battleground for storytelling, brand positioning, and audience connection. The event’s power lies in its ability to adapt to a changing media landscape while still maintaining its sense of prestige.

Ultimately, the question isn’t whether Paris Fashion Week is still relevant; it’s whether the industry is evolving fast enough to keep it that way.

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?

Who’s Defining Culture Now?

11th March 2025

There was a time when magazines weren’t just publications—they were cultural powerhouses. Titles like The Face, i-D, Dazed, and Ray Gun didn’t follow trends; they made them. They weren’t designed to chase clicks or feed algorithms. They were built to shape subcultures, amplify new voices, and define aesthetics before the mainstream even noticed.

But where is that energy now?

Digital media has made content more accessible, but at what cost? Social media has blurred the lines between creators and consumers, giving everyone a platform—but not necessarily a perspective. The clarity of purpose that once set magazines apart now feels like a rarity in a world where content is often dictated by engagement metrics rather than cultural impact.

The problem isn’t a lack of talent or ideas—it’s the overwhelming volume of noise. When content is designed for speed rather than depth, we risk losing the kind of editorial vision that made these magazines essential. The art of curation, of knowing what really matters before the world catches on, has never been more important.

This isn’t just nostalgia—it’s a call to action.

For creatives, strategists, and brand leaders, the question is clear: are we simply reflecting culture, or are we actively shaping it? Are we just following trends, or are we creating the moments that define what’s next?

Because the best magazines weren’t just documenting culture—they were deciding its future. And if we want to create work that lasts, we need to channel that same fearless originality.

The Fight for Culture: Why UK Music Venues Are Under Siege—And Why We Must Keep Fighting

11th March 2025

Simeon Aldred, a pioneer in cultural venues, recently shared a powerful reflection on LinkedIn about the reopening of Drumsheds—one of London’s largest and most ambitious entertainment spaces. His words cut through the noise of bureaucracy, legislation, and public scrutiny to deliver a hard truth: music venues are fighting for survival.

Aldred and his team at Broadwick Live have opened 20 venues in six years, despite a hostile climate that continues to squeeze independent operators. The fight is real, and it’s not just about one venue—it’s about the survival of live music culture in the UK.

A Crisis in the Industry

The UK’s grassroots music scene is being systematically dismantled by rising costs, restrictive legislation, and planning laws that favour developers over culture. The statistics paint a bleak picture:

• 31% of UK grassroots music venues closed between 2020 and 2023 (Music Venue Trust, 2024).

• The UK lost 125 grassroots venues in 2023 alone—the highest number in a single year (MVT, 2024).

• In London, 35% of grassroots venues have shut down since 2007, largely due to gentrification and noise complaints (Greater London Authority, 2024).

• Festivals aren’t immune either—the UK lost 36 festivals in 2023 and 78 in 2024 due to spiralling costs and licensing challenges (Association of Independent Festivals, 2024).

This isn’t just a problem for music lovers—it’s an economic issue. Live music contributes £5.2 billion to the UK economy and supports over 200,000 jobs (UK Music, 2024). Yet, instead of supporting the industry, many councils and licensing bodies are making it harder for venues to operate.

The Legal Minefield

Aldred’s post highlights a key issue: venues are being held accountable for the actions of individuals, rather than being supported in their efforts to create safe spaces.

• The Night Time Industries Association (NTIA) has long campaigned against excessive licensing conditions that unfairly penalise venues.

• Increased policing and security costs are crippling independent operators, with some reporting a 300% rise in costs since 2019.

• Planning laws continue to prioritise property developers, meaning music venues are forced to shut or comply with impossible restrictions due to noise complaints from new residential developments.

It’s no surprise that Aldred, a man who has risked everything to keep cultural venues alive, has questioned whether it’s all worth it. But his conclusion is powerful: it is worth it.

A Call to Arms

Despite the challenges, venues like Drumsheds are reopening, new spaces are launching, and independent operators are still standing. Aldred and his team are leading the charge with five new venues set to open or reopen in London this year.

The fight is far from over, and the industry needs urgent action:

• Better legal protection for venues, ensuring they are not held liable for individuals' actions beyond their control.

• A reform of planning laws, so that cultural spaces are safeguarded from the impact of new residential developments.

• Financial support for independent operators, recognising their contribution to the economy and culture.

The UK’s nightlife and live music scene is a global asset. But without intervention, we risk losing the very spaces that define our cultural identity.

Simeon Aldred and his team stand as a beacon of resilience in this fight. It’s time for policymakers, councils, and industry leaders to do the same.

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.

Red Bull Culture Clash is BACK

10th March 2025

In an era where brands are desperate to attach themselves to culture, few actually add to it. Red Bull Culture Clash stands as a towering exception.

Last weekend, following a hiatus, Red Bull UK revived one of the most electrifying cultural moments in contemporary music: Culture Clash. And in doing so, they reinforced a fundamental truth—authenticity in cultural marketing isn’t about borrowing relevance, it’s about building it.

The DNA of Cultural Marketing Done Right

There’s a reason why Culture Clash isn’t just another brand-backed event. It’s a movement, a global phenomenon that has amplified the heritage of sound system culture while elevating the voices of emerging and established artists alike.

For those unfamiliar, Red Bull Culture Clash is inspired by Jamaican sound clashes, where four teams from four different musical spheres battle it out in a high-stakes war of sound. The weapons? Custom dubplates, surprise guest performances, and an unwavering crowd whose energy determines the victor. The result? A pure distillation of music culture in its rawest form.

Culture Clash isn’t just a product of marketing—it is Red Bull.

And that distinction matters. Unlike many brand activations that attempt to retrofit themselves into a cultural space, Culture Clash is baked into the fabric of the UK’s musical landscape. The event isn’t a sponsorship, a co-sign, or a corporate buy-in—it’s a genuine cultural platform that serves both artists and audiences.

Why It Works: The Cultural Marketing Playbook

Too often, brands leech from culture, taking its aesthetics and energy without giving anything back. From the beginning, Culture Clash has done the opposite—it has elevated and expanded sound system culture rather than just using it as a backdrop. Red Bull isn’t a passive logo at the event; they are the architects of an entire movement that wouldn’t exist without them.

When Culture Clash was first conceived, virality wasn’t a buzzword, and social media wasn’t the behemoth it is today. Yet, the format—head-to-head battles, unexpected moments, and real-time audience reaction—naturally generates viral content. This year’s edition flooded timelines with clips, reactions, and remixes, proving once again that the best way to engineer virality is to create something so genuinely entertaining that people can’t help but share it.

For the die-hard music heads, the nuances of dubplates, diss tracks, and guest appearances tell a rich, interwoven story of genre, heritage, and competition. But even if you don’t grasp every detail, the sheer energy of the event pulls you in. It’s entertainment at its most primal—competitive, unpredictable, and deeply connected to its roots.

It’s about embedding yourself within a space so deeply that your presence feels essential rather than opportunistic. Other brands take note: this is how you build something that lasts. Culture can’t be bought—it has to be earned.

A Night That Reinforced Its Legacy

This year’s Culture Clash delivered on every front. Jyoty’s Homegrown team, Kenny Allstar’s Voice of the Streets, Spice’s Spice Army, and Teezee’s Native Soundsystem all brought their A-game. The night was a spectacle of heavy-hitting performances, star-studded surprises, and masterfully executed strategy. AI-generated dubplates sparked debate, but the real story was the overwhelming display of musical depth and diasporic power on stage. When Spice Army took the crown after a tiebreaker, it wasn’t just a win—it was a testament to the event’s impact on British Black music.

The Future of Cultural Marketing? Learn From This.

Red Bull Culture Clash isn’t just a marketing play—it’s a case study in how to do cultural relevance properly. It’s not about piggybacking on trends, nor is it about quick wins. It’s about embedding yourself within a space so deeply that your presence feels essential rather than opportunistic.

Other brands take note: this is how you build something that lasts. Culture can’t be bought—it has to be earned.

Why Diverse Storytelling is the Competitive Edge Brands Can’t Afford to Ignore

10th March 2025

In today’s saturated market, brands are battling not just for attention but for meaningful engagement. The difference between those that thrive and those that struggle isn’t just about having a great product—it’s about how well they connect with the evolving cultural landscape. The brands that win are the ones that understand and reflect the richness of the world around them.

Beyond Buzzwords: Why Inclusive Storytelling Drives Brand Growth

Authenticity has always been the backbone of great marketing. Consumers, especially younger generations, gravitate towards brands that feel real, relatable, and culturally in tune. But this isn’t about ticking diversity checkboxes or following fleeting trends—it’s about building creative narratives that resonate with real people and reflect the world they live in.

Brands that have mastered this aren’t just making a statement; they’re seeing tangible business results. Campaigns that tap into broader perspectives tend to generate higher engagement, deeper brand loyalty, and stronger cultural relevance. It’s no coincidence that some of the most talked-about and commercially successful campaigns of recent years have been those that embraced a wider lens on storytelling.

• 72% of consumers are more likely to purchase from brands that represent a diverse range of people in their advertising (Nielsen, 2019).

• 64% of consumers believe that brands should take a stand on social issues and be more engaged in matters that affect diverse communities (Accenture, 2018).

The Business Case for Representation

We’ve seen time and again that when brands expand their creative lens, they unlock new consumer segments and drive commercial success. Consider:

• Market Growth: Brands that engage diverse audiences gain access to untapped markets, increasing both reach and revenue. For example, 50% of US consumers are more likely to buy from a brand that supports diversity initiatives (Nielsen, 2020).

• Cultural Relevance: Storytelling that reflects a broad range of experiences is more likely to drive organic engagement and earned media value. 57% of consumers want brands to reflect their identity and culture in their ads, making authentic representation a key driver of consumer engagement (Deloitte, 2021).

• Talent & Creativity: The most innovative ideas come from teams that bring a variety of perspectives to the table—a proven driver of stronger business performance. Companies in the top quartile for racial and ethnic diversity are 35% more likely to have financial returns above their respective national industry medians (McKinsey, 2020).

From Campaigns to Culture

Brand storytelling is more than just advertising—it’s about creating an experience that consumers want to be part of. The most forward-thinking brands are integrating cultural insights into their creative direction, partnerships, and product innovation. This isn’t about corporate messaging; it’s about making smarter business decisions that lead to long-term brand loyalty and sustained relevance.

The takeaway? Brands that embrace inclusive storytelling aren’t just doing what’s right—they’re doing what works. In a competitive landscape where consumer loyalty is increasingly hard to earn, those who fail to evolve risk being left behind.

• 19% higher revenue from innovation is generated by companies with diverse leadership teams (Boston Consulting Group, 2018).

• 77% of people believe that brands should be culturally aware when promoting products, and 56% of them are more likely to engage with a brand that actively advocates for diversity and inclusion (Ad Age, 2021).

Now more than ever, authenticity, relevance, and commercial success go hand in hand—and the brands that understand this will be the ones shaping the future.

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

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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.

How 1309SR's Creative Carpool Activation Made Waves at Paris Fashion Week

8th March 2025

Paris Fashion Week (PFW) is known for its opulent shows, but one young shoe brand, 1309SR, made a lasting impression with an unconventional activation. Co-founders Serge Ruffieux and Émilie Faure turned the hustle of PFW into an opportunity by offering editors a "carpool" between shows. This wasn’t just a ride; it was a curated experience in a black van adorned with the brand's logo.

Over two days, Ruffieux and Faure transported editors from show to show while presenting their AW25 collection, which included the Medusa mule strap and Copy sock boots. The experience also featured a private screening of As Seen On TV, a short film directed by @RickDick, an Italian artist known for his AI-generated memes.

Creative Presentation on the Move

The "traveling presentation" was a clever, resourceful move. With limited budgets, small brands like 1309SR face difficulty competing with the extravagant spectacles of big names. Instead of hosting a traditional show, Ruffieux and Faure brought their creations directly to editors during the chaos of PFW. The intimate nature of the carpool, mixed with the brand’s exclusive presentation, provided a memorable experience.

The short film further pushed boundaries by combining high fashion with digital culture. The integration of memes with luxury speaks to the evolving nature of fashion, blending digital and physical worlds to engage today’s audience.

The Relevance of Creativity Over Convention

This activation highlights a significant trend in the fashion industry: prioritising experience and authenticity over size and spectacle. Ruffieux’s idea of presenting while on the move speaks to today’s fast-paced, time-starved fashion world. It’s a nod to inclusivity and creativity, with editors not just viewing fashion but living it.

1309SR's carpool activation proves that even with limited resources, small brands can stand out by offering something personal and unexpected. It sets a new standard for future activations at PFW and shows that innovation, not scale, can drive relevance in today’s fashion landscape.