Gabriela Passos

The brand also invited more than 60 cyclists from local clubs, Decathlon stores, and specialized media outlets to attend a brand presentation, Q&A session, and autograph signing. Afterwards, guests joined the “Ride with the Pro” event alongside all seven team riders.

From the fiercely competitive UCI WorldTour Tour of Guangxi to the vibrant Beijing... See more

On the final day of Shanghai Fashion Week, Adidas hosted its “Power of Three” show at the historic Bund City Hall Plaza, alongside a series of immersive fashion experiences celebrating the 20th anniversary of its Creation Center Shanghai. Drawing inspiration from its iconic three-stripe symbol, the show unfolded across four creative chapters —... See more

The collaboration broke the conventional mold of running events. It combined immersive elements, such as ancient-style TCM pharmacy décor and on-site consultations with TCM experts, and creative touches like herbal gelato and wellness gift packs, running routes linking city landmarks and brand stores, and social media check-ins paired with... See more

The organic fan edit offers something that Bayer believes marketers should tap into: deeper emotional resonance and internet fluency.

“We approach the film with a fan’s emotional instinct for which moments and songs truly resonate with audiences,” Bayer said. “It’s not just about selling a movie—it’s about giving audiences a taste of the experience,... See more

For some wellness brands, like Cowboy Colostrum, partnering on smoothies, beverages and, most recently, a protein bowl — at Pressed Juicery — has been key to growth. Cowboy Colostrum launched in January 2024 and, just a month later, was included as an ingredient in Sofia Richie Grainge’s Sweet Cherry Smoothie at Erewhon. At Erewhon, brands pay to... See more