Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.
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brand partnerships
Why the NikeSkims brand partnership is one to watch in 2025
brand partnerships
kim kardashian
nike
skims
With around 40% of Nike’s customers being women, Skims has been testing the waters of the sports space for years.
Maotai halts its collaborations: A lesson in retaining a luxury brand identity
brand partnerships
luxury
Whilst brand collaborations can be a rewarding practice for generating digital sensation, as Chinese liquor giant Maotai has found out, they don't come without precautions and the possibility of short-lived consumer enthusiasm.
Campaign Crash Course: Tips for effective brand collabs
brand partnerships
Sometimes the best way to create a brand movement is to team up with other brands that already have something you need. Culture Group's Michael Patent tells us how to make it work.