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EXPIRED

CREATIVITY

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.

4 min read

FREE READING

EXPIRED

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.

5 min read

BUSINESS CREATIVITY

Miu Miu Still Owns the Culture and No Longer Owns the Growth

Miu Miu cast Hailey Bieber for fall in the same fortnight its sales growth came in at 2.5%. The campaign answers a problem the numbers had just posed.

5 min read

CREATIVITY STRATEGY

On Revealed Its Running Platform at a Fashion Week, Not a Race

On built its name on engineering claims and split times. Its new platform sells a sensation instead, and the reason sits inside its own sales data.

5 min read

ADVERTISING

Amazon Stopped Selling Attention and Started Selling Orders

Amazon's ad business grew 26% last quarter. The numbers it chose to disclose alongside that figure matter far more than the growth itself.

5 min read

TECH

Marketers Are Now Optimizing for Machines That Never Click

Bayer is chasing shelf space inside AI answers. Zoom handed product naming to an agent. Search marketing is being rebuilt in public.

6 min read

CREATIVITY STRATEGY

Brands Stopped Making World Cup Ads and Started Building Worlds

Nike skipped the hero film. McDonald's built an occasion. American Eagle renamed itself overnight. The campaign as we knew it is finished.

6 min read

FREE READING

EXPIRED

BUSINESS

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.

5 min read

FREE READING

EXPIRED

ADVERTISING CREATIVITY

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.

4 min read

ADVERTISING BUSINESS

Musk Dropped the Ad Boycott Lawsuit After It Already Worked

X walked away from the case. GARM is still closed, the FTC is still investigating, and brand safety is now a solo decision.

4 min read

SOCIAL MEDIA

The Industry Still Can’t Say the Word Influencer

Creator marketing outgrew its own vocabulary. The stigma is now a budgeting problem rather than a branding one.

4 min read

CREATIVITY STRATEGY

Brands Have Found a Use for Their Worst Reviews

Béis turned its harshest reviews into a relaunch. The tactic only works for brands willing to actually change the product.

4 min read