‘Advertising Doesn't Work On Me,' Says Chosen One Who Will Lead Humanity Out Of Dark Age Of Commercialism
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Yahoo
9 hours ago
- Yahoo
Why Jack Draper stunningly left Nike for new brand before US Open
Jack Draper's rise to the top of men's tennis has seen him sport the iconic, clean look of Nike since his days as a junior up until his Wimbledon bow and historic Indian Wells Open victory. But all of that has changed last month when his Nike deal expired and not only did he switch brands, but Draper took the decision to enter the unknown as the face of Vuori's venture into tennis. Draper has been a trend-setter and has found his career entwined with fashion, notably through his deal with Burberry and a recent campaign alongside model Rosie Huntington-Whiteley, while Vogue's global editor Anna Wintour is a fan. Enter Vuori and the latest opportunity for a tennis player to pursue one of the non-traditional brands of the sport, with the apparel brand based in California identifying the world No 5 as the face of their new tennis line. 'You're used to seeing yourself a certain way, and now other people are seeing you differently, too,' Draper said, with the launch off to a fine start in the controversial US Open mixed doubles and a place in the final four on Wednesday. 'That sort of makes them curious: 'What's this brand?'' Draper unveiled his new look at the US Open in the mixed doubles on Tuesday, partnering up with Jessica Pegula, and the No 1 seeds, due to their combined singles rankings, swept into the semi-finals, with victories over Carlos Alcaraz and Emma Raducanu first, then Daniil Medvedev and Mirra Andreeva in the quarter-finals. Draper will even have his own signature line in a deal that Joe Kudla, Vuori's founder and chief executive, has described as a 'fairy-tale dream.' From an athleisure brand to leading apparel for one of the best athletes in the world, Vuori appealed to Draper due to their 'creativity'. Draper explained: 'I think there's a real creative element to what they do. And I've always been someone who likes to have my own style, who likes to be my own person. It is quite an essential part of an athlete's journey, because it's our kit.' While Nike still retain some of the best players in the world, including Jannik Sinner, Alcaraz and Aryna Sabalenka, Draper's move is in line with players pushing for greater commercial flexibility and he could also pursue campaigns that are more closely aligned with his own personal brand and style, which have become so distinctive in recent years. The deal was helped by Draper's brother, Ben, who was familiar with the brand, who will offer the 23-year-old full access to designers and developers to shape his look for years to come. 'I think a lot of people, especially in the U.K. market, they don't hear a lot about them,' Draper added. 'That's the thing with Vuori. It's something different that people haven't seen before.' Draper is the latest in a trend of players leaving the swoosh, with Taylor Fritz partnering up with BOSS and Frances Tiafoe linking up with Lululemon. The landscape has changed over the last decade in tennis, with more brands breaking into the industry, including Roger Federer and his venture with On, who sponsor Ben Shelton and Iga Swiatek, following a $50m investment for a three percent equity stake in the company in 2019.
Hypebeast
9 hours ago
- Hypebeast
Carnival Unveils Exclusive Nike Folding Chair
Summary Carnivalhas unveiled an exclusiveNikefolding chair that's available for a limited time only. Propped up by a sturdy aluminum frame in black, the chair is crafted with durable 600D polyester that arrives in the orange hue that's distinctively Nike. Soft cushioning makes its way on to the arm rest while stitching adds a textured rectangular look around the Carnival and Nike logos. The Carnival x Nike folding chair is not for sale, but can be gifted to Carnival customers who purchase Nike or Jordan sneakers worth ฿7,000 THB (approximately $215 USD). If the total amount is below ฿7,000 THB, other Nike, Jordan and Carnival items can be added to hit the minimum spend.
Fast Company
a day ago
- Fast Company
Mschf to corporate America: Don't sue us, pay us
The Brooklyn-based art collective has spent the past five years commandeering the internet's attention through product drops like Satan Shoes (Nike Air Maxes filled with blood) and Big Red Boots, alongside community experiments like turning Venmo into a game of Survivor. Mschf's 30ish-person team regularly ruffles the feathers of brands, products, culture, and even its own investors. Over the years, Mschf has faced cease-and-desist orders and lawsuits from the likes of Nike and VF Corp. for turning their products into creative clay. But now Mschf has decided to stop poking fun at brands—at least some of the time—to do business with them. It's launching a creative consultancy, called Applied Mschf, to offer services to between 5 and 10 brands a year, and restructuring its business entirely to support this project. The collective has previously collaborated with companies on one-off products: For Tiffany it made a participation trophy for being rich; for Mattel, it produced a rusted jalopy with 'Wash Me' on the window. But Applied Mschf is a much more ambitious and far-reaching effort. Mschf is codifying its services—including marketing, industrial design, digital design, and even architecture—as a full-on creative consultancy.
