My new podcast show, ʙᴀᴄᴋ2ꜱᴋᴏᴏʟ, is now live & direct.
Tune into EP01 where I have a riveting conversation with Brixton-born marketing legend Nadia Kokni ????.
In this episode, Nadia divulges how she, a south London gal, ascended to the position of CMO!
We delve into topics like:
???? How JD Sports has metamorphosed into a £9bn European business
???? The significance of an accurate customer understanding
???? The pivotal role of the JD sportswear core consumer in the youth ecosystem
Enjoy! ????
I'm thrilled to introduce 𝘉𝘢𝘤𝘬2𝘴𝘬𝘰𝘰𝘭, my new podcast series set to decode youth and culture, going live next week!
I'll be hosting a lineup of CMOs, academics, marketing leaders, cultural engineers, futurists, and consumers, all aimed at helping us unpack the motivations, mindsets, ideologies and associated sub-cultures of Gen-Z.
Through this podcast, I hope to equip you with the cultural intelligence you need to show up authentically in the heart of youth culture while playing a purposeful role.
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#YouthMarketing #CultureMarketing
Introducing the latest addition to our FA Campaign: the second video! Take a look and be inspired by our partnership details below.
We've joined forces with The FA Cup to revolutionize the competition, fostering cultural equity and social currency, and captivating a fresh generation of young, diverse football lifestyle enthusiasts.
To kick off the Fourth Round this weekend, we proudly present 'Emirates FA Cup Presents,' a collaborative project between the FA and renowned streetwear icons Gramm and Jehucal.
The core objective of this campaign is to provide a platform for Gramm, the Manchester-based label and creative collective, as well as London designers Jehucal. They have each crafted exceptional kit collections inspired by the local communities that have been the driving force behind their contributions to the dynamic UK streetwear scene. Through their creative process, they have brought to life the stories of their respective brands while uncovering the intertwined narratives of the Emirates FA Cup. These stories embody possibility, passion, and unwavering dedication.
Join us in celebrating the remarkable talents of Gramm, JehuCal, Ben Forrest, James Benenson, Ryan Armstrong, Xuxa Maya Deschamps, Joel Claude, Luke Sansom, Alex Johncock, and Charlotte Males. 👏
Starbucks’ groundbreaking blockchain-based loyalty program, Odessey, is truly remarkable. What sets it apart is its accessibility to all 29 million Rewards members, without requiring any prior knowledge of crypto or Web3. The benefits for the community go far beyond just complimentary coffee, as they extend to captivating experiences that embody the essence of the Starbucks brand. These include exclusive invitations to special events at Starbucks Reserve Roasteries, all-expenses-paid trips to the breathtaking Starbucks Hacienda Alsacia coffee farm in Costa Rica, and immersive encounters in the dynamic metaverse.
The program allows members to accumulate points by engaging in interactive challenges known as "Journeys." Although NFTs power these experiences behind the scenes, the term itself is never explicitly mentioned, ensuring simplicity and ease of understanding.
In light of the challenges faced by NFTs in the public eye last year, it has become crucial for brands to shift their focus towards delivering practical value to the blockchain-based community program and NFT holders, rather than solely emphasizing the technology.
Prepare to have your mind blown! The AI frontier has arrived, and ChatGPT is absolutely mind-boggling.
Developed by OpenAI, the same brilliant minds behind DALL·E 2, an AI system capable of transforming natural language descriptions into stunning images and artwork, ChatGPT is on a trajectory to become an accomplished lawyer, doctor, and business analyst. With its ability to pass rigorous examinations such as the US Medical Licensing Exam and the Wharton MBA Exam, this chatbot is pushing boundaries like never before.
Curiosity led me to pose a simple question, "What is culture marketing?", and what I discovered left me astounded. ChatGPT's algorithm generated a meticulously crafted definition that surpasses anything I've come across on the internet. Its comprehension and coherence were truly remarkable. This language model bot stands as one of the most groundbreaking technological advancements since the inception of search engines. Brace yourself for a revolution in how we interact with computers and online information – it's mind-blowing!
Cortiez, the renowned UK streetwear Icon that has captivated the hearts of young street culture enthusiasts nationwide with its viral street marketing strategies, made a powerful statement on Monday by projecting its logo onto Nike's flagship store in London. This momentous event signals a groundbreaking partnership between the esteemed homegrown streetwear label and the prestigious US sportswear giant. The collaboration presents an incredible opportunity for Corteiz to expand its reach and connect with new audiences, while allowing Nike to further enhance its cultural influence through meaningful grassroots partnerships 🙌🏻
Check out JBL The Orange Box S3 - EP1 ft Yung Filly & Nella Rose. Currently on 240K views.
This year, I had the opportunity to virtualize The Orange Box series, transforming talent into cross-game, full body 3D modeled avatars built on blockchain. We took Nella Rose, Krept, Filly, Ms Banks on a voyage into the metaverse. Our avatars were shot against a mixed-reality backdrop using a gaming engine. Once we finished shooting the series, we handed over the metaverse-ready avatars to the talent as NFTs. It was such a dope experience, combining my passion for web3 and street culture, as we pushed The Orange Box into a new dimension. I want to give a shout out to Gurleen Oberoi, Simona Gaia Bara, and the team.
Take a look at an article I've contributed to Campaign Magazine, delving into the paradox of tolerance versus the inclination to "cancel." In our studies, we've observed that a significant number of young individuals agree that those who don't share their outlook should be "cancelled", even while embracing highly progressive perspectives on gender and multiculturalism. This apparent contradiction is one of the facets that sets GenZ apart from other generations. In my piece, I explore this fascinating tension between Gen Z's liberal and illiberal attitudes. Will this generation shape our social dialogue, silencing dissenting views and consequently curtailing freedom of expression leading to social instability? Or will Gen Z spearhead a unique shift in social advancement unlike any witnessed in previous generations?
A big thank you to Gurjit Degun, for facilitating this opportunity.
https://www.campaignlive.com/article/gen-z-progressive-illiberal-both/1807918
SHEIN has emerged as the foremost and most extensive online fashion retailer, surpassing H&M, Forever 21, ASOS, and JD Sports in the fast-fashion realm. In a surprising move, they have recently introduced a marketplace that empowers external merchants to sell directly to customers, putting them in direct competition with AliExpress and Amazon ????????????.
Take a look at my most recent article in The Drum magazine, where I explore the evolving cultural trend of young people primarily using brands as their culture and status symbols.
