What a sports marketing report reveals about the next five years of wellness and beauty growth For decades, sports brands chased culture. Fashion, music, and streetwear told sports what mattered, and sports tried to get close to it. Highsnobiety's Guide to Good Sports Marketing 2026 opens with a simple observation: that flow has reversed. A fashion stylist joined the NFL. Fenty partnered with the WNBA. Naomi Osaka's tennis outfits generate more conversation than her matches.

Before I sit down with Brent Ridge, I've been sitting with his book. I came across Brent Ridge the way a lot of good things happen, unexpectedly, through a conversation that led somewhere I didn't anticipate. I looked him up, found the book, and by the time I was boarding a flight to Warsaw for a podcast recording, I had it downloaded on my iPad and ready. I didn't put it down for the entire flight. Not because it's a page-turner in the conventional sense, but because I kept