Sports Marketing Mbappé didn't just switch sponsors. He reportedly took equity in On Mbappé left Nike for On, with The Athletic reporting an equity stake as the Swiss brand prepares its first football boots for 2027.
News Starbucks turns Jay Chou's songs into collectible coffee rituals Starbucks' Jay Series turns Jay Chou songs and lyrics into collectible drinkware, making music nostalgia part of everyday coffee routines.
News UGG turns Wonyoung's off-stage self into a comfort campaign UGG casts IVE's Wonyoung in relaxed everyday scenes, using the contrast with her polished stage image to make comfort easier to see.
News TRIP turns Kendall Jenner, Joe Jonas and Madeline Argy into 3 types of calm TRIP gives Kendall Jenner, Joe Jonas and Madeline Argy distinct happy places while keeping one clear calm proposition.
News PUMA appears to remove Joanna Wietrzyk collab page after HYROX incident PUMA appears to remove Joanna Wietrzyk’s collab page after a HYROX Beijing incident, as HYROX updates rules on welfare and contamination risk.
News Coach turns Spotify into the connective tissue of its Gen Z campaign Coach links campaign films, custom Tabbys, playlists and the Tabby Tour through Spotify, turning Fall 2026 into a participation system.
News NESCAFÉ turns 4 no na members into 4 flavour personalities NESCAFÉ pairs four no na members with four coffee flavours, then stretches the idea across music, OOH and social participation.
News Flipkart turns a five-minute celebrity film into a social content factory Flipkart's Big Billion Days film uses a time loop and rotating stars to turn one long campaign into reusable social cutdowns.
News Pangdonglai turned customer service into its strongest marketing channel Pangdonglai shows how customer service, product trust and employee policies can turn retail operations into word-of-mouth marketing.
News Carrefour uses Fortnite to make food careers feel playable Carrefour built a Fortnite experience to showcase food careers via mini-games, with cross-market support from social, DOOH, CRM, and in-store.
News Overwatch x LE SSERAFIM returns as Steam traffic jumps The third Overwatch x LE SSERAFIM wave ties K-pop fandom, new skins and BlizzCon into one recurring live-service moment.
News Anker’s Valorant gear turns a USB-C hub into a collector item Anker’s Valorant hub and 100W charger use smart displays and OTA character updates, plus a limited gift box for early buyers.
News Riot Games and Pop Mart tease VALORANT collectibles, starting with Jett Pop Mart confirms a VALORANT figure collection with Jett revealed first. Key open questions: release timing, regions, pricing, and blind-box format.
News Guinness turns matchday identity into a customizable fan uniform Guinness reunites with Tobyato for a customizable Singapore football jersey as Guinness 0.0 enters Southeast Asia.
News Wonderful Pistachios turns 7 college athletes into a year-round NIL content engine Wonderful Pistachios signs seven college athletes across six sports, turning its first NIL roster into a year-round social content engine.
News Bluey enters 5 Mattel brands as fandom moves beyond the screen Mattel and BBC Studios are extending Bluey beyond the screen through five established toy and game franchises.
News Liverpool FC expands premium lifestyle push with new Firma collection Liverpool FC’s Firma collection leans into understated fan fashion, backed by a faster global e-commerce platform, personalised recommendations, and member
News Levi’s turns ROSÉ’s denim drop into a fan-first pop-up tour across Asia Levi’s brings ROSÉ’s denim capsule to Asia with custom patches, charms, and pop-ups in Tokyo, Seoul and Shanghai, plus a wider APAC release.
News HSBC turns its celebrity ambassadors into a pop group for RewardCash HSBC combines Charmaine Sheh, Keung To, Fatboy and Ah Dee as Rewardor, using a pop song to explain its broader RewardCash proposition.
News ENGWE turns Robin van Persie’s GOAT status into a reliability pitch ENGWE uses Robin van Persie’s reputation for consistency to turn a football partnership into a broader reliability story for e-bikes.
News Matin Kim taps Stray Kids’ Lee Know for its FW26 campaign Matin Kim’s FW26 campaign with Lee Know uses intimate visuals and genderless silhouettes to translate brand philosophy into wearable styling cues.
News Rexona’s new Southeast Asia ads turn “sweat anxiety” into a real storyline Rexona’s new SEA campaign in Indonesia and the Philippines frames sweat as a social “mental load,” extending its global platform with local moments.
News Hyunjin x GUESS Jeans shows how K-pop teasers turn fashion drops into events GUESS JEANS revealed Hyunjin after a cryptic teaser. A look at how fandom decoding, Reels, and fast availability shape fashion demand.
News HYROX addresses Beijing race incident as PUMA gets “Pooma” comments HYROX says medical and biocontaminant rules were unclear in Beijing. The backlash also pulled PUMA into a fast-moving comment-section narrative.
News G-Dragon leads McDonald’s gochujang campaign across 13 Asian markets McDonald’s Korea brings G-Dragon to a 13-market campaign built around gochujang butter menu items and limited PEACEMINUSONE merchandise.
