Tennis’s evolving fanbase has made it the newest cultural phenomena for brands to tap into in creative ways. By leveraging the power of the tennis season, these brands have capitalised on the buzz.

These brands aren't riding a trend; they’re reimagining relevance by embedding themselves in the narrative. Smart marketing today isn’t about visibility—it’s about resonance. And tennis, with its blend of tradition and transformation, offers the perfect stage.

Welcome back to Culture Talk where this volume is all about power pairings and unlikely partnerships that are rewriting the playbook. From The Gstaad Guy teaming up with One&Only Resorts to celeb salad collabs and superheroes hanging from skyscrapers (yes, really) – every drop, stunt, and surprise appearance is engineered to start conversations.

Whether it’s Emma Chamberlain manifesting Pinterest boards into real products, Stormzy putting cinema in the hands of the people (literally), or Brad Pitt merging Hollywood and the pit lane—this week’s picks show how culture is being shaped not just by stories, but by who’s telling them, how, and with whom.

These collaborations show that brand strategy is no longer about fitting in or standing out—it’s about tuning in. Whether it’s softness as strength, casting as narrative, or chaos as clarity, the brands winning now are fluent in culture, not just commerce.

Explore how talent and creator collaborations are shaping the future of culture. From Tate McRae’s authentic partnership with Rhode Skin for the Peptide Lip Shape campaign to Burberry’s inclusive ‘Burberry Portraits’ featuring GrimeGran, these campaigns highlight the power of connection, creativity, and inclusivity in redefining brand narratives.

From Bella Hadid’s Y2K-inspired Miss Sixty SS25 campaign to Sol Campbell’s Google Pixel ad, talent collaborations are redefining culture. Harris Dickinson brings edgy sophistication to Prada, while Lisa of BLACKPINK stuns in Louis Vuitton’s luxury campaign ahead of her White Lotus debut. Andy Murray adds humour to Uber Eats Australia, highlighting convenience with a cheeky twist. 

Discover how brand, talent and creator partnerships like Amelia Dimoldenberg x Bumble, Sabrina Carpenter x Dunkin’, and Loewe x On are driving culture forward in 2025. Culture Talk explores collaborations blending authenticity, innovation, and storytelling to shape how brands connect with their audiences. Dive into the campaigns sparking conversations and defining cultural moments.

Culture Talk Alert Vol. 6 highlights the latest cultural moments shaping conversations: Hinge x Culted tackles ghosting with Your Turn Limits, Danny Dyer stars in Paddy Power’s festive football ad, Paul Mescal sells iconic looks for charity on Vinted, NFL partners with Betches meme powergouse to connect with Gen Z and female fans, and Red Bull Culture Clash 2025 makes its triumphant return to London with crews led by Jyoty, Teezee, Kenny Allstar, and Spice.

Culture Talk Alert by MYTHOSMKRS—your go-to spotlight on groundbreaking partnerships at the intersection of creators, talent, and brands redefining the cultural landscape.

Introducing Culture Talk Alert—your go-to spotlight on groundbreaking partnerships at the intersection of creators, talent, and brands redefining the cultural landscape.

The luxury landscape is undergoing a seismic shift…

In today’s dynamic content landscape, creators have evolved far beyond their digital origins…

In a world dominated by bold colors and loud statements, there's a new trend quietly taking over—demure.

Barbiecore might be over, but Charli XCX has turned this summer into a BRAT world with her innovative and immersive album launch strategy.