After what feels like a trillion years, adidas is losing the DFB jersey partnership to Nike after this World Cup. And Nike didn’t wait for the handover to make noise.
During Germany’s third group match against Ecuador, played in New Jersey of all places, they soft-launched the new jersey with a gigantic OOH and a campaign that simply said: HELLO NEW JERSEY. Starring Jamal Musiala, FC Bayern and DFB star and Nike athlete, plus Mario Götze and 6PM founder Achraf Bouzalim.
Musiala isn’t just caught between two chairs right now. He’s the face of German football’s future. And Nike just made sure everyone knows that future belongs to them. Bravo.
At her Primavera Sound set in Barcelona earlier this month, Peggy Gou did something quietly brilliant. The intro video showed her plugging a USB stick into her computer. Except it wasn’t just a USB stick. It was a cowboy-boot shaped chain containing her favorite music, created in collab with Catalan jewelry brand TwoJeys and her own merch label PEGGY GOODS.
Did she actually use it during the set? Probably not. But that’s kind of the point. It was part of the moment.
It’s a small collab. But it does something most collabs don’t: it has an actual benefit. Not just a cute t-shirt with two logos on it. Something that’s genuinely connected to both partners, that has a reason to exist, that works online and IRL. That’s harder than it looks. And way more brands should try it.
Okay I kind of love this campaign.
Collina Strada and Converse dropped their Chuck 70 collab and the campaign is giving full fairy dream: whimsical, girly, pastel colors, gem embellishments. The kind of visual world that makes you want to live inside it.
The shoes already walked the NYFW runway twice before becoming shoppable, so the wait was real. Four unisex silhouettes, $160 to $200. And this is only drop one of a multi-season partnership, so there’s more where that came from.
Okay, I wish I’d thought of this one.
Vans partnered with Parisian streetwear brand Fugazi (not the band!!) for a collab collection that, on its own, is fine. Nothing that’ll keep you up at night. But what they did with it? That’s the story.
Instead of a fashion week event in a rented white space, they took it to the streets. Literally. A co-branded truck drove through the hot streets of Paris, handing out shoes to people they met along the way. Creating content. Building heat. And last night, it all landed at the Vans store in Le Marais, where Fugazi handed out shoes, caps and teddy bears to a massive crowd, straight from the truck – accompanied by Outlander.
It’s not the biggest activation of the week. But it incorporated the city instead of using it as a backdrop for fashion week. It was about content and community. And that’s exactly why it’ll be remembered.
Last June, Kenyan runner Faith Kipyegon did the impossible at Nike’s BREAKING4 event: she ran the mile in 4:06.42 – breaking her own world record. World Athletics refused to recognize it. Nike didn’t forget.
One year later, they got together with graphic designer Erwin Sanvictores and artist dodleyz to turn Faith’s story into a comic book – and honestly? This might be the most stunningly designed thing a brand has ever put into print. <3
I get why people are hating on this one being peak capitalism – and it is! But hear me out:
Meta is in trouble. Nobody cares about Facebook anymore, and even Instagram feels less sticky than it used to. So they did the obvious thing: Meta Glasses. Smart move in theory. In practice? The Ray-Ban collab gave us bulky fake Wayfarers that a handful of people used to film themselves scootering through Thailand. Cute, but not exactly the mass desire Meta wanted (and needed).
Here’s the thing though: the ultimate use case for AI glasses is content creation. And who on earth is more representative of that world than the OG, the blueprint, the one who turned “just existing” into a billion-dollar business? King Kylie.
The Kylie Jenner collab didn’t just make Meta Glasses look good. It makes people want them. And that’s the only thing that matters. Hate it or love it, this will sell more pairs than anything Meta has done before.
Patting myself on the back, because this idea has been living in a concept deck for THREE YEARS. Back when I worked with CUPRA at THE AMBITION, we came up with both the car cover and the special edition charging cable for CUPRA. Now it’s coming to life in the next iteration of their partnership with 032c – and I’m proud to see work out there that shows that when a fashion brand and a car brand come together, the outcome doesn’t just have to be fashion – it can be car items reimagined.
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