*buzzing IN POP-CULTURE WEEK 12
What happened in pop-culture this week: Adidas & DFB drop 125-year jersey, Riri unveils a non-sneaker for FENTY x PUMA, Mercedes launches "Class of Creators," & Bad Bunny stars in a CK campaign (!!!!)
*buzzing IN FASHION: FENTY X PUMA DROP SOCCER MULES
The “Cat Cleat Jelly” is arguably Puma’s most unexpected release in a while. Not only is it not a sneaker, but it’s also a sports—more precisely, soccer-inspired—stiletto-esque mule made of jelly. Or, as Rihanna perfectly put it on Instagram: “when you can’t decide on soccer VS summer.”
And while it’s not for me, I love seeing brands tap into strong cultural trends (in this case, soccer-inspired fashion)—especially when Rihanna is involved.
But Puma didn’t stop there—they also hosted a soccer tournament at Rihanna’s alma mater in Barbados. Riri wasn’t there, but the event was a celebration of Barbadian culture and football, all in the name of FENTY x PUMA.
*buzzing COLLAB: MERCEDES AND IT’S “CLASS OF CREATORS” FOR CLA LAUNCH
In last week’s newsletter I already mentioned that Mercedes launched their new CLA with an event in Rome where Tyle made a stunning performance. They then also used content produced in Rome to announce their new “class of creators”: Next to Ice Spice this class will include Gustaf Westman (whom you very sure recognize from his iconic tableware), KidSuper’ designer Colm Dillane, Hot Wheels and the (existing) partnership with League Of Legends. All of them are supposed to create their own world and vision for Mercedes and on their channels you can already see some stuff come to life.
As always, there's a lot to learn from Mercedes' new approach to collaboration. Instead of a single high-profile partner for a car or fashion collab, they’re building worlds and communities around the brand—spanning fashion, design, kidult culture, music, and gaming. A smarter, more inclusive way to stay culturally relevant.
*buzzing IN SPORTS: ADIDAS & DFB DROP 125 YEAR ANNIVERSARY JERSEY
The DFB is celebrating its 125th anniversary in 2024, and (still) partner Adidas has seized the occasion to release a special anniversary jersey. They've chosen to launch it under the Adidas Originals heritage brand, as the design is inspired by the 1950s and looks more like a retro Adidas shirt than the current DFB jerseys from last year.
Just like with the reveal of the best-selling DFB jersey ever last year, the campaign around this release is impressive: it brings together legends and current players. In addition to the film, there’s a cool streetwear shoot featuring the jerseys, with none other than Thomas Müller and Manuel Neuer – both ex-national team players not exactly known for their style – showcasing the jerseys in a look that screams Aimé Leon Dore 2021 – with a very German vibe.
*buzzing: BAD BUNNY FOR CALVIN KLEIN
I have nothing to add to the “the vibe is infinite” campaign except to praise Bad Bunny and Calvin Klein's ambassador strategy. EoO!
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*buzzing IN MUSIC: CHARLI XCX ANNOUNCES “PARTY GIRL FESTIVAL” FOR SUPERFANS
Superfans are spending more than ever—on merch, tickets, and exclusive experiences. Artists are leaning in by creating their own festivals and residencies instead of just headlining others.
From Adele’s custom-built Munich residency to Tyler, The Creator’s Camp Flog Gnaw, Bad Bunny’s upcoming residency in Puerto Rico, and now Charli XCX has announced her own festival in London—it’s all about catering to their most loyal fans.
For brands, this is a huge opportunity to go beyond traditional partnerships and truly engage with these high-value fan communities.
*buzzing IN GAMING: MCDONALD’S X MINECRAFT
McDonald's teams up with Minecraft for the upcoming movie, dropping a fully customizable Minecraft Movie Meal—pick a Big Mac or 10-piece Nuggets, plus fries and a drink, all in pixelated packaging. The real star? The Nether Flame Sauce, a limited-edition hot sauce inspired by The Nether.
Each meal comes with one of six exclusive collectibles (yes, including a Zombie Hamburglar) and a code for in-game extras. And because a collab like this needs the right vibe, McDonald's also nailed the campaign visuals with stunning Minecraft-inspired designs.
*buzzing ANNOUNCEMENT: LEGO X POKÉMON
After their big partnership reveal with Nike, Lego just announced another multi-year deal—this time with Pokémon. No products have been confirmed yet, but the hype is huge. And since other brick brands have been doing Pokémon sets for a while, this one is bound to be a massive hit.
