Brand Waves This Week

LOEWE and On launch the Cloudsolo sneaker; Sweetgreen debuts the Ranchy Baddie Bowl; Tim Tam takes the UK by storm with a Down Under campaign.

Image © On

Welcome to 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 the way brands connect with audiences.

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This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies prove the impact of their boldest brand work.

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Today’s newsletter includes: LOEWE and On launch the Cloudsolo sneaker; Sweetgreen debuts the Ranchy Baddie Bowl; Burger King rolls out the It’s Only Natural campaign; Tim Tam takes the UK by storm with a Down Under campaign; Burberry showcases London through short films and experiential pop-ups; Kith presents the Road to Victory collection; Spotify launches Tunetorials; Kittl previews 2026 design trends; Lay’s unveils a new visual identity; ASICS launches Everyday Escape; Domino’s unveils its first brand refresh in 13 years.

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LOEWE and On Launch the Cloudsolo Sneaker in Collaboration

The Autumn/Winter 2025 collaboration between LOEWE and On has resulted in the launch of the Cloudsolo, a sneaker that blends LOEWE’s Spanish craftsmanship with On’s Swiss engineering precision.

The collection includes footwear and technical apparel, including seamless base layers designed to support the body in its natural movements.

Image © On

The campaign, shot by photographer Ryan McGinley and directed by Bleunuit, features dancers from the MazelFreten company, with movement direction by Ash Rucker.

Filmed at the Faculty of Fine Arts at the University of La Laguna in Tenerife, the campaign showcases MazelFreten’s choreography, embodying the central theme of the collaboration: the mastery of movement as an expression of life, where struggle and success coexist in a rhythm that connects people and transcends the boundaries between stage and street.

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Uber Eats launch Football Is For Food

Following the buzz generated by this year’s Super Bowl campaign, Uber Eats returned with the next chapter of its playful Football Is For Food campaign.

This time, the spotlight is on Bradley Cooper, Philadelphia Eagles superfan, who humorously defends his team’s Super Bowl win against executives convinced that football exists solely to sell snacks.

The campaign combined seasonal promotions, local restaurant partnerships, and social-first content, encouraging fans to share their delivery experiences and engage with the brand in fun and culturally relevant ways.

Tracking the Brand Waves - Uber Eats

According to Tracksuit data, Uber Eats has continued to grow across the brand funnel since the Super Bowl, with a solid progress:

• Awareness: 84% (+2pp vs. February 2025)

• Investigation: 56% (+6pp)

• Consideration: 54% (+3pp)

• Usage: 50% (+4pp)

Growth is particularly strong among 35-54 year olds, who drove increases across all stages of the funnel, while women contributed most to gains in consideration and usage.

Although the Super Bowl spot with Matthew McConaughey was a one-off, the autumn campaign leveraged the brand’s maturity and Uber’s strong halo effect to maintain market momentum.

The campaign demonstrates how Uber Eats can convert viral attention into sustained growth, reaching both younger and older segments while reinforcing its position at the intersection of sports, food, and fandom.

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Sweetgreen Launches the Ranchy Baddie Bowl with Nicolandria