True

brand partnerships

Why ​the NikeSkims brand partnership is one to watch in 2025
brand partnerships kim kardashian nike skims By Mita Mallick

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 By Qing Na

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 By Staff Reporters

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.