Brand Waves This Week
On and Erewhon turn wellness into culture, Zara stages Bad Bunny between hype and data signals, and Victoria’s Secret redefines the “It Girl” aesthetic with Hailey Bieber.
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: 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; DIESEL entrusting Dove Cameron with the launch of ONLY DESIRE; McDonald’s entering the sneaker world with Nike and Devin Booker; Samsung and Google unveiling intelligent eyewear developed with Gentle Monster and Warby Parker; e.l.f. Cosmetics entering the SURVIVOR universe; and Calvin Klein reinterpreting its icons with Jung Kook.
On announces a new partnership with Erewhon
On and Erewhon announce a multi-year partnership launching with a running collection and the introduction of the On x Erewhon Wellness Club.
The collaboration brings together product, community, and culture, and also includes a co-branded On x Erewhon beverage designed as a post-run ritual for hydration, replenishment, and recovery.
The launch campaign, shot inside Erewhon’s Manhattan Beach store, reinforces this direction by reinterpreting the everyday grocery run through the language of movement and performance.
Runners moving through the aisles transform the retail space into a hybrid environment between supermarket and training ground, highlighting how the boundary between daily life and physical performance is increasingly dissolving.
At the center of the partnership is also the launch of the On x Erewhon Wellness Club, a community-driven initiative debuting in May 2026 and engaging Erewhon’s wellness-focused community.
Zara launches the BENITO ANTONIO collection with Bad Bunny
Zara launches BENITO ANTONIO in collaboration with Bad Bunny, a 150-piece collection deeply rooted in the artist’s personal identity.
The collection was previewed during major cultural moments such as the Super Bowl Halftime Show and the Met Gala, as well as through a surprise store takeover at Zara’s Plaza Las Américas location in San Juan.
The collaboration with Bad Bunny’s longtime creative director Janthony Oliveras further strengthens the project’s coherence and translates the artist’s personal point of view into a retail product.
Tracking The Brand Waves – Zara
Despite Zara continuing to operate on a global scale and maintaining strong cultural visibility - to the point of dressing one of the most closely watched artists at the Met Gala - brand perception data tells a more complex story.
According to Tracksuit data, Zara’s consideration has decreased by 6 percentage points over the past year, falling from 21% to 15%. At the same time, preference has also declined from 7% to 5%.
This points to a structural challenge affecting the fast fashion category as a whole rather than the individual brand. Even in the presence of high-visibility cultural collaborations such as BENITO ANTONIO, the data suggests that visibility is not translating into a proportional increase in consideration or preference.
This analysis is powered by the kind of continuous brand intelligence Tracksuit shares fortnightly in their newsletter, Shorts. If you want marketing advice, consumer insights, and case studies like this delivered to your inbox, subscribe below.
Victoria’s Secret unveils the Summer It Girl Dressing campaign featuring Hailey Bieber
Victoria’s Secret introduces its new summer direction with a campaign built around Hailey Bieber and a curated selection of lightweight, versatile silhouettes designed to define the season’s It Girl wardrobe. The focus is on a hybrid aesthetic where lingerie, loungewear, and ready-to-wear merge into a single visual language.
At the center of the drop is a selection of six key pieces that translates the brand’s current positioning into wearable summer essentials.
From wireless bandeau bras to cropped bralettes and VSX sporty silhouettes, the collection is designed to move between intimacy and exposure, reinforcing the idea that underwear is no longer meant to stay hidden but becomes part of the look.
DIESEL presents Dove Cameron as the face of the new ONLY DESIRE fragrance
DIESEL Fragrances announces award-winning actress and artist Dove Cameron as the new Global Ambassador for ONLY DESIRE, marking a bold new chapter for the first feminine fragrance launched under the creative direction of Glenn Martens.
The choice of Dove Cameron also serves to strengthen the brand’s dialogue with a generation that values emotional honesty and fearless self-expression.
The campaign, directed by Amber Grace Johnson and photographed by Harley Weir, presents ONLY DESIRE as a symbol of personal empowerment, portraying a confident protagonist moving through a world of sculptural orchids toward the throne of desire.
McDonald’s launches the new Nike Book 2 McDonald’s sneaker
McDonald’s launches the Nike Book 2 McDonald’s, a new limited-edition sneaker designed in collaboration with NBA star Devin Booker.
The sneaker reflects Booker’s personal and athletic journey, from his years as a McDonald’s All American to his career as an NBA superstar, while maintaining a strong connection to Arizona.
The dual release - a limited-edition Friends & Family version and a General Release - fully leverages the dynamics of exclusivity, hype, and scarcity typical of the sneaker market.
“McDonald’s has been part of my story long before the league – from being a McDonald’s All American alum to giving back through Ronald McDonald House, my roots with the brand run deep,” said Booker, five-time All-Star. “My sneakers have always been about honoring the places in Arizona that have shaped me over the years and the Nike Book 2 McDonald’s take inspiration from a place I return to every offseason.”
Samsung and Google unveil new intelligent eyewear
Samsung and Google present their new intelligent eyewear, developed in collaboration with eyewear partners Gentle Monster and Warby Parker, marking another step toward transforming AI devices into everyday wearable objects.
The collaboration is built on the integration of complementary expertise: on one side Samsung’s leadership in hardware and the Galaxy ecosystem, and on the other Google’s AI technology, combined with the design and aesthetic expertise of two eyewear brands already strongly positioned in the premium segment.
Designed to understand the world alongside users in real time, the new intelligent eyewear provides everyday support while keeping hands free and allowing users to stay fully engaged with their surroundings.
e.l.f. Cosmetics announces partnership with SURVIVOR
e.l.f. Cosmetics partners with SURVIVOR through the e.l.f.ie Advantage campaign, actively entering the show’s narrative universe and the fan community that has supported it for decades.
The collaboration unfolds through a series of vignettes aired alongside the live broadcast of the show, starring content creator Delaney Rowe and contestant Tiffany Ervin.
The brand’s three hero products - Power Grip Primer, Suntouchable Whoa Glow SPF 30, and Camo Concealer - are integrated directly into classic SURVIVOR dynamics, reimagining the reality show’s challenges through an ironic and branded lens. In this way, the product is no longer just a simple advertising asset, but becomes a “competitive advantage” within the story itself.
Calvin Klein unveils a new limited-edition capsule in collaboration with Jung Kook
Calvin Klein presents Jung Kook for Calvin Klein, a limited-edition capsule collection created in collaboration with global brand ambassador and pop star Jung Kook, marking his first-ever fashion collaboration.
The 20-piece unisex capsule blends biker attitude with the brand’s minimalist design language, updating iconic silhouettes such as denim and underwear with details that reference Jung Kook’s personal visual universe.
The launch campaign further reinforces this direction, building a cinematic narrative that emphasizes Jung Kook’s rebellious spirit and performative presence.
“This collaboration brings together two cultural forces at full power, combining the unmistakable influence of Jung Kook with Calvin Klein’s iconic brand codes to create something with real impact,” said David Savman, Global Brand President, Calvin Klein.
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
Hawaiian Tropic launches its new campaign with Alix Earle; Aerie strengthens its positioning around authenticity with Pamela Anderson; Burberry partners with Hôtel Belles Rives.
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.