Brand Waves This Week
Samsonite redefines lifestyle, Abercrombie & Fitch celebrates New York, and SNICKERS® Ice Cream Minis turns recruitment into a viral campaign.
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: Samsonite transforms lifestyle bags into everyday companions; Abercrombie & Fitch returns to its New York roots; YSL Beauty and Prada Beauty entrust Alisha Boe and Zendaya, respectively, with the storytelling of their iconic fragrances; adidas by Stella McCartney embraces co-creation with athlete Anna Hall; Johnnie Walker Blue Label names Callum Turner to embody its message of progress; Kith reinterprets Cinelli’s heritage through a collaboration celebrating Italian design; and SNICKERS® Ice Cream Minis turns a hiring campaign into a brand engagement initiative.
Samsonite renews its partnership with Olivia Culpo with the It's Not Just a Bag, It's a Samsonite campaign
With the latest chapter of its It’s Not Just a Bag, It’s a Samsonite brand platform, Samsonite renews its partnership with Olivia Culpo while expanding its brand narrative.
Following the debut of the Chocolate Mauve collection, the campaign shifts the focus to the brand’s lifestyle bags, positioning them as everyday companions rather than accessories designed solely for travel.
By showcasing simple, authentic moments from Olivia Culpo’s daily life, the campaign turns the product into a natural part of her routine, making the brand relevant not only for travel but also for everyday life.
Liquid I.V. enters the world of Off Campus
Recently, Liquid I.V. partnered with Amazon Ads Brand Innovation Lab for the launch of Off Campus, the new Prime Video series based on Elle Kennedy’s bestselling novels.
At the heart of the partnership is a 30-second co-branded spot featuring the show’s lead actors, Ella Bright and Belmont Cameli, appearing in character.
In the ad, hockey player Garrett Graham finishes practice and spots Hannah Wells in the stands. Before walking over to her, he pours a packet of Liquid I.V.’s new Sugar-Free Ring Pop Cherry flavour into his water bottle.
The message - “giving your body what it needs so you can go after what you want” - directly connects the product to energy, sport and the romantic tension that defines the series.
Tracking The Brand Waves - Liquid I.V.
Our partner Tracksuit’s data shows a brand on a strong growth trajectory. Between February 2025 and May 2026, Liquid I.V.’s awareness increased from 45% to 52%, while consideration rose from 30% to 35%.
The brand is already perceived as one of the most innovative in the category, but it still has room to grow on the attribute “is for people like me.” Only 35% of consumers who are aware of Liquid I.V. associate the brand with that statement, compared to 45% for Gatorade.
This is where the Off Campus partnership becomes particularly meaningful. Rather than simply driving awareness, it aims to make the brand more culturally relevant by embedding it in credible, highly relatable usage occasions.
For challenger brands, the goal isn’t just to be known - it’s to become the brand people naturally think of when the need arises.
This is the kind of insight Tracksuit shares fortnightly in their newsletter, Shorts: brand tracking analysis, consumer insights and case studies designed to understand what is really driving brand growth.
Abercrombie & Fitch Co. unveils the Denim Made Iconic campaign
Abercrombie & Fitch Co. has introduced its new Denim Made Iconic campaign, transforming denim from a simple wardrobe staple into a symbol of identity.
With its Fall 2026 collection, the brand reaffirms its New York roots, dating back to 1892, while building a contemporary narrative.
By setting the entire campaign in New York and featuring photography by Cass Bird, Abercrombie & Fitch reinforces the authenticity of its storytelling and strengthens its connection to the city where the brand was born.
Starring Emily Ratajkowski, Paloma Elsesser, and New York Giants players Jaxson Dart and Malik Nabers, the campaign brings together fashion and sports in a cast that reflects the brand’s increasingly cross-cultural positioning.
YSL Beauty names Alisha Boe as the new Global Face of BLACK OPIUM
YSL Beauty has announced actress Alisha Boe as the new Global Ambassador for BLACK OPIUM, continuing its strategy of championing talents who shape the cultural landscape of new generations.
Known for her roles in acclaimed productions such as The Buccaneers and 13 Reasons Why, Alisha Boe embodies a recognizable yet authentic presence, conveying a vision of contemporary beauty that feels more genuine and less manufactured.
Through Alisha Boe, YSL Beauty refreshes the BLACK OPIUM brand narrative while preserving its aspirational identity, reinterpreting it with an aesthetic and a voice that resonate more closely with today’s younger generations.
adidas by Stella McCartney unveils a capsule collection co-designed with Anna Hall
With the Anna Hall Capsule, adidas by Stella McCartney strengthens the connection between performance and fashion through a collection developed in collaboration with heptathlete Anna Hall, one of the most promising athletes in international track and field.
The capsule is designed to support every stage of athletic performance, from competition and training to recovery.
The reintroduction of the innovative engineered floral fabric, a signature element of the collaboration’s earliest collections, demonstrates the brand’s continued investment in iconic design features that combine technical innovation with a distinctive aesthetic.
Prada Beauty announces Zendaya as its new Global Ambassador
Prada Beauty has announced Zendaya as the new global face of Prada Paradoxe, further strengthening the fragrance’s brand positioning.
The actress perfectly embodies the concept of duality on which Paradoxe has built its identity: a multifaceted personality, difficult to define and capable of moving seamlessly across different worlds while maintaining a strong and consistent narrative.
The partnership also marks the launch of Prada Paradoxe Sweet Chemistry, a new interpretation of the fragrance featuring a fruity-floral accord that blends blackcurrant syrup, orange blossom absolute, and a neroli milk accord.
SNICKERS® Ice Cream Minis launches a nationwide search for its first Chief Online Chill Officer
SNICKERS® Ice Cream Minis has launched a nationwide search for its first Chief Online Chill Officer, a paid two-week role designed to bring more positivity and humor to social media.
Built on the idea that today’s digital landscape is increasingly dominated by heated debates and over-the-top reactions, the brand transforms a simple contest into a campaign that directly engages its community while reinforcing its long-standing positioning around helping people “chill.”
The Chief Online Chill Officer role is designed to create content, encourage interaction with users, and make the product the centerpiece of a highly shareable brand story.
The selected candidate will identify the internet’s most heated moments and respond with witty comments and free SNICKERS Ice Cream coupons, turning online conversations into meaningful engagement opportunities.
Johnnie Walker Blue Label names Callum Turner as its new Global Ambassador
Johnnie Walker Blue Label has announced Callum Turner as its new Global Ambassador, entrusting the actor and style icon with telling the next chapter of the brand’s story.
The partnership is built around the concepts of progress, craftsmanship, and celebrating life’s most meaningful moments, with the aim of engaging a broader audience and strengthening the brand’s presence in contemporary pop culture.
With a rapidly rising career, including new films and international television productions, Turner becomes the face of a narrative centered on personal growth, reinforcing Johnnie Walker’s long-standing message of progress and its iconic Keep Walking spirit.
Kith reinterprets Cinelli’s heritage through a new collaboration
Kith has unveiled an exclusive partnership with Cinelli, the historic Milan-based performance cycling and lifestyle brand, reimagining the iconic Supercorsa Bike through a contemporary lens.
Originally launched in 1950 and widely regarded as the ultimate Italian road bike, the Supercorsa is built with a frame made entirely from Italian materials and is renowned for the exceptional craftsmanship that has made Cinelli a global benchmark in cycling.
The bike becomes the symbol of a collaboration that celebrates both tradition and innovation, demonstrating how a brand’s heritage can be reinterpreted to gain renewed cultural relevance.
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
Depop taps Zara Larsson to celebrate a more personal, creativity-driven approach to fashion; Miu Miu redefines contemporary femininity with Hailey Bieber and Xiao Wen Ju; Coca-Cola concludes its Feel It All campaign.
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.