Jordan Brand Uses the Air Jordan 41 to Reclaim the Basketball Court
Jordan Brand’s revenue fell to $7.3 billion. The Air Jordan 41 is Nike’s answer, a performance shoe meant to prove the franchise can still win on the court.
Nike Brings the One Piece Universe to the Air Max Plus
Nike rebuilt three Air Max Plus around One Piece’s Devil Fruits. The manga collab is less a logo drop than a test of how far design can carry fandom.
Liquid Death and Garage Beer Turn Data Center Backlash Into a Song About Pee
Jason Kelce wants your urine shipped to a data center. The real story is how two challenger brands turned AI’s water problem into content people share.
Gap Rewrites Robyn’s Dancing on My Own to Sell Denim to Gen Z
Gap’s fall denim campaign has Malcolm Todd reworking Robyn’s “Dancing on My Own” with “Obsession” star Inde Navarrette. The clearest sign yet its music playbook is working.
Burger King Retook Second Place by Committing to One Idea
Burger King spent years winning trophies and losing customers. Then it stopped trying to be clever, and the sales followed.
Nike Turns Kobe Bryant’s Legacy Into Basketball’s Best-Selling Sneaker Line
Kobe Bryant last played in 2016. In 2025 his shoes outsold every active NBA star’s. Here is how Nike turned a tribute into a franchise.
Sephora Is Putting Another Retailer’s Name on Its Own Shelves
Sephora exited Korea in 2024. On August 20 it hands more than 500 US stores a Korean retailer’s curation, running under that retailer’s own name.
Adidas Won the World Cup and Lost the Market
Adidas sold four times more jerseys than in Qatar and still watched its stock post the worst day in company history.
La-Z-Boy Stitched Itself Into Football Season
La-Z-Boy is not sponsoring football. It built a campaign out of a superstition fans already practice.
Coca-Cola Changed a Font and Found Out Who Owns the Brand
Coke updated its identity and the internet saw cigarettes. The reaction says more about ownership than about typography.
A Dentist Ad Beat Every Soccer Spot at the World Cup
The World Cup’s most effective ad never mentioned soccer. EDO’s ranking of every tournament spot exposes which brands turned attention into intent.
Adidas Won the World Cup Final Before a Ball Was Kicked
Spain beat Argentina 1-0. Adidas outfitted both finalists, and the German brand’s €1.5 billion tournament was decided long before kickoff.