Paula Ironside

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. Culture is now...

What last week's campaigns are really telling founders Every week there's a new batch of campaigns to admire, dissect, or scroll past. But every so often the week's stories line up just right, and a pattern emerges that's bigger than any single launch. Last week, it was five of them: Meta baking Kylie Jenner's literal voice into AI glasses. Prada and Gentle Monster choosing imagination over technology in the same breath. Alo floating a tennis court in the middle of the ocean for a colour...

Consumers aren't buying your formula. They're buying your point of view. There's a conversation I have with almost every founder I work with, usually early on, usually when they're frustrated. They've built something genuinely good. The formula is right. The packaging is considered. The website is clean. They've done the work, all of it, the hard, expensive, unglamorous work of actually making something worth selling. And still, they feel invisible. They look at the brands getting traction,...