Brand Waves This Week
Giorgio Armani unveils the Mare 2026 campaign, adidas and Bad Bunny turn sneakers into culture, and Wingstop redefines loyalty as an exclusive club.
Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This newsletter is sponsored by Tracksuit, the always-on brand tracker built for marketers and agencies to answer the question “Is my strategy working?”
Today’s newsletter includes: Giorgio Armani presents its new campaign set on the Amalfi Coast; adidas Originals and Bad Bunny launch the new Ballerina Vivid Red; Tommy Hilfiger brings New York preppy style into global football; Wingstop reinvents loyalty with Maura Higgins; Chili’s revives one of pop culture’s most iconic jingles.
Giorgio Armani unveils The Mare 2026 collection campaign
The new Giorgio Armani Mare 2026 campaign is set against the evocative backdrop of Villa Cimbrone in Ravello, suspended between sky and sea along the Amalfi Coast.
Armani continues to refine one of its most recognizable brand pillars: the construction of a narrative form of luxury defined by restraint, light, and controlled naturalness. The images shot by Francisco Canton and the video directed by the Pantera collective do not aim for spectacular impact, but instead create an almost cinematic interpretation of everyday life.
At the center of the campaign, models Valerie Scherzinger, Nakul Bhardwaj, and Balthazar Dib embody this idea of effortless elegance, moving naturally through a setting that enhances without overwhelming.
The proposed wardrobe fully reflects Giorgio Armani’s aesthetic language, defined by fluid silhouettes, weightless fabrics, and a palette that interacts harmoniously with summer light.
Translating The Brand Waves for the Boardroom
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adidas Originals and Bad Bunny Launch the Ballerina Vivid Red
With the launch of the third colorway, Vivid Red, adidas Originals continues to strengthen its creative partnership with Bad Bunny.
The Vivid Red tone is inspired by the blooming Flamboyán tree, a key element of Puerto Rican cultural imagery, and further reinforces the silhouette’s positioning as a cultural object before a commercial product.
The Ballerina, introduced in 2025 and rooted in the heritage of the adidas Taekwondo, combines a low-profile aesthetic with premium details such as suede overlays, bungee-cord laces, and “Benito” branding.
After gaining strong cultural relevance through appearances during Bad Bunny’s residency in Puerto Rico, the Super Bowl, and adidas’ global FIFA World Cup campaign, the Vivid Red Ballerina will be available worldwide starting May 30 at a retail price of $120, via the CONFIRMED app, adidas.com/bad_bunny, and selected retailers globally.
Tommy Hilfiger presents new campaign featuring Liverpool FC players
Tommy Hilfiger returns with a new campaign featuring some of the most recognizable players from the Liverpool FC, at a moment when football is preparing to reach one of its most significant cultural peaks.
The Summer 2026 collection is presented through a cast that includes Virgil van Dijk, Florian Wirtz, Alexander Isak, Dominik Szoboszlai, Cody Gakpo, Ibrahima Konaté, Ryan Gravenberch, Alexis Mac Allister, Joe Gomez and Giovanni Leoni, building a collective narrative in which New York preppy aesthetics meet the identity of Anfield.
Set in a bright visual environment, the campaign portrays the players in a moment of anticipation ahead of major international fixtures, a choice that reinforces the theme of transition between club football and the global stage.
“I've always seen sport as one of the most powerful cultural languages — it connects people through identity, emotion and self-expression,” said Tommy Hilfiger. “What excites me about football today is how personal style has become part of that conversation. This campaign captures Liverpool FC players bringing our Tommy icons into a new era of athlete influence and modern dressing.”
Wingstop launches Club Wingstop program with Maura Higgins
Wingstop introduces Club Wingstop, a loyalty program that goes beyond the traditional points-and-rewards model, built around the idea of Members Eat First. The project positions itself as a true experiential ecosystem, where customer loyalty becomes a gateway to exclusive content, products, and moments.
Club Wingstop operates as a “club” in the most literal sense, with tiered access, exclusive benefits, and a strongly community-driven language.
For the launch, Wingstop partnered with Maura Higgins, a figure already embedded in the mechanisms of pop culture and media-driven fandom.
Reinforcing the experiential dimension is the launch of Club in a Box, a limited edition designed as a physical extension of the program. The box is not just a product, but a symbolic object that translates the brand promise into a tangible experience.
Chili’s revives the legendary Baby Back Ribs jingle
In celebration of the recent upgrade to its Baby Back Ribs, Chili’s is bringing back the iconic product jingle with the help of four-time Grammy Award winner Lizzo.
The video features references to the original commercial before evolving into something unmistakably Lizzo, including a new verse and a flute solo performed on a custom instrument designed to resemble a Baby Back rib.
In addition to the remix, the launch also includes a version in which Lizzo performs the classic jingle entirely a cappella, singing every part herself.
If you’re looking for even more inspiration, check out last week’s edition of Brand Waves This Week for more standout campaigns and unmissable creative ideas!
Brand Waves This Week
On and Erewhon transforming wellness into a cultural ecosystem; Zara launching BENITO ANTONIO with Bad Bunny; Victoria’s Secret relaunching its It Girl aesthetic with Hailey Bieber.
The wave doesn’t stop here.
We’ll be back next week with more stories shaping the future of brands, tech and culture. Catch the next one with us.