Past, Present and Still Playing
From Chelsea’s “Return of the Rebel” and TAG Heuer’s revived Formula 1 watches to fans co‑creating future kits with AI, clubs and brands are using nostalgia to draw in fans, blending archive with the present day to offer continuity in a culture where the past is as valuable as the future.
The ‘Richness’ of Female Athletes and Why Brands Need to Go Deeper
Brands are falling over themselves to get into women’s sport, but too many still treat it like a bolt-on sponsorship. The real wins, however, can be found in telling richer stories, tapping into their wider passions, and committing to the game long after the final whistle.
Hannah Bowler
Why Lo-Fi is Winning the Music War (And What Brands Should Steal)
The $160 billion indie music scene figured it out first: lo‑fi isn’t a compromise, it’s a trust hack. Cultural analyst and Studio Hamida founder Bomo Piri explains why brands that keep chasing perfection are optimising for the wrong era.
Edward Bomo Piri
