Brand Waves This Week
Reformation and Umbro turn sportswear into lifestyle, New Balance and Miu Miu reinterpret tennis with Coco Gauff, and Pinterest takes inspiration beyond the screen with Manifestival.
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: Reformation collaborates with Umbro; New Balance and Miu Miu bring tennis into the luxury world with Coco Gauff; Mercedes-Benz collaborates with KidSuper; NOYZ turns a restock into a marketing campaign; Gucci celebrates Italian identity with Jannik Sinner; Pinterest takes inspiration beyond the screen with Manifestival; SIPMARGS creates a new summer spotlight with Alix Earle; Spotify Beach puts fandom at the center of Cannes Lions 2026; and Doritos Loaded combines food and Formula 1 with Gordon Ramsay and George Russell.
Reformation launches a new collection in collaboration with Umbro
Reformation expands its brand universe with a new limited-edition collection created in collaboration with Umbro.
The six-piece capsule reinterprets heritage sportswear through the American brand’s distinctive aesthetic, featuring feminine silhouettes, coordinated color palettes, and a contemporary approach to everyday dressing.
In doing so, the stadium, the pub, and the city streets become new spaces for self-expression, transforming spectator style into an extension of the fashion lifestyle.
New Balance and Miu Miu continue their collaboration with Coco Gauff
New Balance and Miu Miu continue their collaboration with a new campaign featuring Coco Gauff, the tennis player who has won 11 singles titles and is currently ranked world No. 2.
At the heart of the project is a collection that reinterprets the tennis wardrobe through the intersection of athletic performance and contemporary luxury.
Photographed by Chaumont and Zaerpour, the campaign brings this vision to life through imagery that highlights strength, dynamism, and personality while maintaining a refined and sophisticated aesthetic.
Translating The Brand Waves for the Boardroom
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Mercedes-Benz collaborates with KidSuper to launch a collection inspired by football heritage and automotive history
Mercedes-Benz renews its collaboration with Colm Dillane, the American designer and creative director of KidSuper, with a new cultural project that brings together 140 years of automotive history, international football heritage, and a contemporary creative language.
The project connects seven nations with a strong football tradition - Brazil, Uruguay, Germany, Argentina, France, England, and Spain - with exclusive Mercedes-Benz models.
The decision to collaborate with KidSuper further strengthens this strategy: the brand brings a younger, more creative, and unconventional approach, able to reinterpret luxury through fashion, storytelling, and cultural crossovers.
NOYZ turns a restock into a marketing strategy
To celebrate the return of Mylk De Parfum, NOYZ transformed a simple restock into a full marketing campaign.
Instead of sending hundreds of full-size bottles to creators, the brand sent small envelope samples, prioritizing getting the product back on shelves for consumers.
The campaign is built around this idea, with outdoor ads featuring messages such as: Mylk is back. Not in PR boxes. In stores. At a time when many brands create desirability through scarcity and unavailable products, NOYZ is choosing to put accessibility and trust at the center.
In partnership with SARAL
The Creator Edit - NOYZ
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Gucci presents the Made in Italy campaign featuring Jannik Sinner
Gucci presents its new Made in Italy campaign starring Jannik Sinner, the world’s number-one tennis player and the brand’s global ambassador since 2022.
The campaign features Sinner wearing an elegant white suit against a green and red background, the signature color combination of the fashion house.
The campaign launch was followed by a private dinner hosted by Salma Hayek-Pinault at Dante Mayfair at Claridge’s in London, coinciding with Sinner’s sixth consecutive return to Wimbledon.
Pinterest returns to the Croisette with Pinterest Manifestival
Pinterest returns to the Croisette with Pinterest Manifestival, an immersive experience that brings the platform’s world off-screen and into real life.
The project is based on the idea that Pinterest is not just a place where people collect ideas, but a space that guides users from inspiration to action.
Manifestival becomes an example of experiential marketing where the brand does not simply communicate a message, but creates an environment where users can directly experience the platform’s values.
“People come to Pinterest to go from inspiration to action, not perform for likes. Pinterest Manifestival brings that difference to life in a way only Pinterest can: a real-world space where trends become tangible and guests leave with something they made, tasted, wore, or created. It's a reminder that the most meaningful thing you can find online is a reason to go offline,” explains Claudine Cheever, CMO, Pinterest.
SIPMARGS launches Summer of the Serve
SIPMARGS announces a new phase of growth with its nationwide expansion across the United States through its partnership with Sazerac, one of the leading players in the spirits industry.
To celebrate this milestone, the brand launches Summer of the Serve, its biggest campaign to date, featuring creator and entrepreneur Alix Earle.
In the new campaign, Earle appears alongside KJ Dillard and the S.I.P. Servers, creating a world where everyone can feel like a S.I.P. - a “SIPMARGS Important Person.”
Spotify Beach returns to Cannes Lions 2026
This year, Spotify returned to the Cannes Lions International Festival of Creativity with Spotify Beach, an experience designed to bring fandom to the center of the conversation around music, culture, and marketing.
Throughout the day, Spotify Beach hosted conversations with some of the most influential voices in music, entertainment, fashion, and culture, exploring the role of communities and how fans can become a true cultural force. After sunset, the space transformed into a stage featuring performances from major international artists, creating a direct connection between digital experiences and live moments.
Among the activities offered to guests were the Coffee Bar, where they could create their ideal matcha, and the Shape Your Taste Froyo Bar, where they could customize their Spotify profile while creating their perfect dessert.
Doritos Loaded unveils new commercial starring Gordon Ramsay and George Russell
Doritos Loaded unveils its new global commercial starring chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 Team driver George Russell.
The campaign strengthens Doritos’ official partnership with the Mercedes-AMG PETRONAS F1 Team and Formula 1®, bringing together two high-intensity worlds - culinary creativity and the adrenaline of Formula 1® - through a spectacular storytelling approach built around speed, precision, and performance.
In the film, Ramsay is inside a Doritos Loaded food truck preparing his Doritos Loaded Hellfire Chicken Nachos. The situation suddenly changes when the mysterious driver accelerates, creating chaos as ingredients, sauces, and toppings fly around inside the vehicle.
Despite the unexpected disruption, the chef remains focused on his goal: creating the perfect Doritos Loaded. Only at the end is it revealed that the person behind the wheel is none other than George Russell.
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
Hollister enters the home category with Target; Polaroid launches a campaign against over-digitalization; e.l.f. Beauty brings haircare into its creative universe.
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.