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[ELEVEN ALL STARS 2 // FRANCE x ENGLAND] When the teaser already is a show   @aminematue comes back from months of silence and drops the announce that breaks the live streaming industry. Why it’s cool After being absent on Twitch, Amine comes back with something to say. The @eleven_all_stars_ 2, France against England, on May 24th, at the iconic Parc des Princes, home of @psg . But what makes the announce so effective is the casting of the video itself. @sdm__92 by Amine’s side on the French side, @ksi and @wroetoshaw for England, and then @rayan_cherki showing up like a cherry on the cake. Those five faces in the same frame are the whole argument. They bridge internet culture, rap and football all together in a way that feels completely natural in 2026. Why we like it Amine describes it simply: “Je réalise un rêve de gosse.” (“I’m fulfilling a childhood dream”) and adds that this is the first time in history that an event of this kind is being organised at the Parc des Princes outside of official matches. That context matters because it reframes the entire thing. It stands as a YouTube event that earns a whole football stadium to make history. And the best part: the full lineup and all event details drop live on Amine’s Twitch two days after the teaser’s release. We have the pleasure to witness iconic French and British faces battling against each other, such as @xsqueezie , @michou , @inoxtag , @djilsi or even @cocottee._ . Ramenez la coupe à la maison (!)

[APEX // Times Square] When the promo embodies the film @charlizeafrica just scaled a billboard in Times Square to promote Apex, the new @netflix thriller in which she plays Sasha, a rock climber hunted through the Australian wilderness. Why it’s cool The promotion starts at the top of a building in Midtown Manhattan. Charlize, strapped in, climbing the side of a giant Apex billboard while New York watched from below. What she did on that wall is exactly what she did on set. Netflix just moved the location, because Times Square is the loudest place on earth. Thousands of screens fighting for your attention, and then one woman starts climbing a wall, making people stop to capture it. Why we like it Theron trained with rock climber Beth Rodden to prepare for her role, and ended up completely falling in love with climbing. The best celebrity stunts work when the celebrity and the character share the same physical vocabulary. When that alignment exists, the promo doesn’t feel like a marketing activation. It feels like a natural extension of the work. Netflix didn’t have to manufacture anything or build a new concept around her, they just had to let her do what she was already capable of doing. The biggest billboard in the world, and she still made it look personal (!)

[SAISON × OAKLEY // BRAZIL THROUGH THE SCAR] When Marseille Shoots Brazil @saisonshop and @cesxcommercial took the Oakley Scar somewhere no brand brief could have written. Why it’s cool Marseille and Brazil share the same instinct: loud, textured, unapologetic. @cesxcommercial captures the vibe of the streets of Brazil the way he breathes, with that specific tension that only belongs to street photography. No set, no direction. And that’s exactly where the Scar belongs. Why we like it This is what happens when a concept store operates like a creative agency. Saison Shop built an entire visual world around the glasses. By bringing in @cesxcommercial , they handed Oakley an earned perspective that no internal campaign team could manufacture. And the detail that changes everything: part of the visual process incorporates AI-generated imagery, not to replace the photographer’s eye, but to push the boundaries of campaign storytelling. In 2026, the best campaigns no longer choose between the authentic and the digital; they merge them. This is Marseille looking at Brazil. And both destinations carry exactly the same energy // bold.

_ [ON x Zendaya]’s The collection the internet has been waiting for @on and @zendaya are releasing their first co-created collection in three days, and it’s everything you’d expect from two entities that take creativity seriously. Why it’s cool Since becoming ON’s brand ambassador in 2024, Zendaya made one thing clear from the start: this wasn’t going to be a simple endorsement deal. She had been wearing the brand on set, while travelling and during rehearsals long before making it official, so the partnership always felt genuine. Fast forward to spring 2026, and she’s gone from face of the brand to co-creator, delivering ON’s first collection built in full collaboration with an artist rather than an athlete. At a time when Zendaya is everywhere, from the next Spider-Man to The Drama or Euphoria, her cultural reach is simply unmatched. Already the face of @louisvuitton , bulgari and @lancomeofficial , she gives ON a direct line to a new generation of high-end consumers. But what makes it truly refreshing is that ON has let her do what she actually does best: act. The collection was also developed alongside @luxurylaw , Zendaya’s longtime stylist and creative confidant, who had stepped back from the industry for a while, making his involvement here feel like a proper comeback moment. Why we like it The campaign film is where things get really interesting. ON handed the reins to Spike Jonze and gave him total creative freedom. The result is Shape of Dreams, a three-minute film set in Zendaya’s imagined creative universe, « The Dream Lab ». It’s smart casting in every sense: Jonze is the defining visual voice of one generation, Zendaya of the next. Bringing them together feels less like a marketing move and more like a genuine collision. The collection itself leans into versatility with the Cloudnova Moon sneaker as the centrepiece, a ballet-inspired silhouette that pulls ON firmly into streetwear territory. When a running brand, a Hollywood icon, a fashion legend and an Oscar-winning director walk into a studio together, this is what good looks like(.)

[RHODE x THE BIEBERS] When Skincare Meets the Stage When one of the biggest pop star headlines @coachella and his wife runs one of the hottest skincare brands around, we need to have a closer look and emphasise every move they make.
Tying @lilbieber ’s festival comeback to @rhode is a masterclass in modern marketing which spotlights two cultural forces in front of the most camera-ready crowd in the world.

Why it’s cool 
The campaign hits from every angle. Billboards along the Coachella route have been turning heads and generating social posts before the festival even kicks off, while a sharp digital rollout which started with a waitlist email drop on April 6th has built the hype to a fever pitch. This is the very first Rhode x Justin Bieber collaboration, but make no mistake, this is @haileybieber ’s play. She found the perfect moment, the perfect context, and used the biggest stage possible to push her brand into a whole new territory. Not just skincare, not just music, but a full lifestyle universe built around a couple that an entire generation fantasises about. Together, they represent something people genuinely craves. 
Why we like it Rhode has always known how to create desire, and this campaign is no different. The brand’s first ever pimple patches, hydrocolloid, waterproof and sweat-resistant, designed in playful shapes, are the kind of product that exists to be worn, shown off and photographed. They become the perfect festival accessory, because the new generation doesn’t just want to buy beauty products anymore, they want to wear them and be seen with them. 
Now all eyes are on what comes next. Everything drops on April 13th, maybe a pop-up? A surprise on stage? Whatever Rhode has planned, one thing is sure: Hailey is not done surprising us (.)

[VOGUE // MAY 2026] The Power of a Dialogue For the May 2026 cover, @annieleibovitz has captured an already-iconic duo. [Anna Wintour × Meryl Streep] have officially moved the editorial desk into the cultural archive, and into the Devil Wears Prada 2. Two legacies, one frame. Why it’s cool The industry just witnessed something genuinely unprecedented: the two most powerful women in their respective fields sharing the same frame for the first time. The line says everything: « When Miranda Met Anna. » A nod, a wink, a full-circle moment. Because Miranda Priestly has always been a mirror held up to what the world calls the Nuclear Wintour. And now, twenty years on, the real Anna sits across from the woman who immortalised her, for her very first Vogue cover. The editor becomes the subject. Meryl Streep spent twenty years embodying Anna. Now Miranda finally gets to meet her. Why we like it
The visuals treat the @voguemagazine office as a new kind of stage: somewhere between public influence and private wisdom. Whether the conversation circles back to The Devil Wears Prada’s enduring legacy or turns toward a shared vision for the future of film and print, this campaign makes one thing clear: fashion is most compelling when it’s intellectual. This cover becomes the ultimate cultural currency, and for once, it’s heavy enough to hold two titans at once. This could be the smartest PR activation for the film’s launch. 
Miranda Priestly never shared the spotlight. Anna Wintour just gave her half the page.

[Vincent Luis // La Chance] Creation of the new hub What if the most tactical move an elite athlete could make wasn’t a faster split, but a perfectly pulled espresso? In June 2025, @vincentluistri opened a coffee shop without closing the finish line. The triathlon double World Champion is proving that the sharpest pivot in modern sport isn’t choosing between performance and passion. It’s holding both at once. Why it’s cool @lachancecafe : 16 rue Ferdinand Flocon, 75018 Paris Watching a world-class triathlete dissect an espresso extraction with the same surgical precision he brings to a podium finish reframes what excellence actually looks like. It legitimises the idea that you don’t have to choose: you can be an athlete, a barista, a curator, and a storyteller, all at once. Why we like it What makes La Chance genuinely compelling is how precisely it taps into the aesthetic obsession running through modern cycling and triathlon subcultures. Opening a coffee shop has become the ultimate cultural currency for the creative class, and Vincent has elevated it into a design sanctuary. In our generation, a café isn’t about the beans alone, it’s about the visual narrative. A place built to perform as well as it looks. And the concept goes beyond the counter. At the Montmartre location, La Chance became the beating heart of an urban backyard race, each loop starting and finishing at the café’s doorstep, where elite athletes and amateur runners shared the same pavement, and the same stamped cloth as proof of effort. The coffee shop as social stadium, not a metaphor. A reality. By creating this space, Vincent Luis gives his partners something rarely offered in the world of elite sport: a physical, tangible touchpoint directly connected to the end consumer. No intermediary, no screen between brand and person — just a place, an experience, a shared moment. Smart, deliberate, and entirely aligned with what consumers actually want today Vincent Luis put his name on a storefront to redefine what it means to compete. Just on a different terrain.

_ [Louis Vuitton // P9 Speedy] - The Anatomy of a Personality Why it’s cool @louisvuitton just turned the « What’s In My Bag » trope into a high-gloss cultural archive. The house made a brave pivot : selling the aura of their ambassadors without ever showing their faces. A deliberate shift from the face of the brand to the soul of the bag. @jeremyallenwhitefinally : a newspaper, dice, extra socks. @judebellingham : a passport, a plane ticket, his keys. @wemby : a mini basketball, a lucky spur, an alien charm. A Rubik’s Cube. A stack of Polaroids. A diamond chain. The kind of tangible intimacy a standard portrait could never reach. Why we like it There was a time when a « What’s in my bag? » video meant a grainy YouTube upload, a tote tipped out on a bedroom floor. LV took that format, inherently intimate, inherently voyeuristic and turned it into high fashion. The genius isn’t the bag. It’s the absence of the person that makes you feel closer to them. Where celebrity campaigns are over-produced and under-surprising, LV found the most intimate angle possible. What we carry tells a story. When personal identity defines luxury, In My Bag feels less like a campaign and more like a cultural snapshot. No stylist. No lighting rig. Just objects and the weight they convey. @pharrell started it by dropping his Grammys in his bag the morning after the ceremony. Turns out the best teaser of the year wasn’t a trailer. It was a zip.

[Adidas] just turned a traffic jam scene into a street-logy. Why it’s cool As the fourth episode just dropped this morning, @adidas is offering the world an ode to football and street culture. Filmed with a grainy style, stuck in a traffic jam, starring furtively @judebellingham , you dive into the universe through the sounds of a radio narrating a football match, the horns, the screams. Pressure is on, passion is organic, joy explodes when their team scores. Adidas transcribes what the love for football is within capsules, and we can expect others to drop soon. Why we like it This mini series highlighting Adidas’ play in the football universe is precisely what we expect from a sports brand storytelling: it’s fun, it’s relatable, it makes you feel something, just like football does. It takes the most recognisable, most universally frustrating piece of urban life and makes it feel like the greatest place on earth to watch a match. The approach is simple but powerful: engineer for performance, design for culture, tell stories that matter. And in a landscape where every brand event feels over-produced and under-felt, adidas chose chaos, smoke machines, a tunnel, and a crowd that didn’t need a dress code. [Adidas] turned one of the most hated experience into an incredible ad. The kind of energy you remember. The kind that actually looks like football.

_ [LEGO] has officially traded the tactic board for the baseplate. The global 2026 World Cup campaign just turned the pitch into a modular masterpiece. Why it’s cool The brand just dropped a cinematic « Everyone wants a piece » film featuring Messi, Ronaldo, Mbappé, and Vini Jr. It is more than a commercial, it’s a high-stakes occupation of football’s elite. By deconstructing the legends into official minifigures, LEGO is positioning the kit as a piece of creative memory box. The collection shifts the focus from purely watching the game to the act of creation. From the 1:1 scale FIFA World Cup Trophy (built with 2,842 bricks) to the « Football Legend » sets, the narrative emphasizes the structural journey of the icons. It’s a deliberate bridge between the geometry of the pitch and the imagination of the fan. Why we like it What makes [the brand] genuinely compelling right now is their tactile storytelling. With this incredible campaign, LEGO goes beyond just selling plastic bricks; they are selling access to the dream. Each set carries a specific national identity, from Mbappé’s « M » shaped base in the colors of France to Messi’s iconic Argentina #10, all featuring hidden easter eggs that trace their careers. In an era of digital highlights, LEGO is betting on the patience of the build. It’s a smart move that recognizes the trophy and the player as the ultimate cultural currency, capable of being rebuilt by every generation. [LEGO]wasn’t just going to sign a sponsor to put a logo on a sleeve, so they build a new era of heirloom.

[818 x Salt & Stone] Getting Ready Is the New Happy Hour What if the best thing about a night out was never the drink, but the ritual of getting ready for it? _ [ @kendalljenner ] has officially moved the agave fields into the wellness routine. The global « Amber & Agave » launch just turned a tequila profile into a sensory ritual. Why it’s cool The brand is blurring the lines between beverage and body care by deconstructing the notes of a premium spirit into a high-performance deodorant. By partnering with @saltandstone , @drink818 is positioning tequila as a lifestyle olfactory staple. The move shifts the essence of the drink from the glass to the daily skin-care pulse. It is part of a broader shift toward fragrance as experience, where the appeal is no longer about projection but about scents that feel wearable, blend into the skin, and build naturally through layering. With the Natural Deodorant, Body Wash and Body Mist featuring notes of warm amber, raw agave and desert blooms, the collection emphasises vibe over purely functional hygiene, making the scent a key identity marker for a new generation of aesthetic-conscious fans. Why we like it What makes [the brand] genuinely compelling right now is their narrative agility. They are building a physical bridge between two hyper-growth categories, clean beauty and premium spirits. The Amber & Agave fragrance is inspired by 818 Tequila Añejo, blending top notes of vetiver and añejo tequila with a heart of dark plum and agave, and a base of vanilla, amber and white musk. All designed to fit as perfectly in a gym bag as on a bar cart. It is a smart pivot that recognises the smell as the ultimate cultural currency, capable of traveling through every pocket of a consumer’s daily life. For Jenner, this wasn’t a calculated brand move. Salt & Stone products had already been part of her getting ready routine long before any deal was signed. The collaboration was simply the next logical step. [818] isn’t just entering beauty. They are making the pre-game permanent. **Alcohol abuse is dangerous for your health, consume with moderation.

[adidas // FIFA World Cup™] The Sound of the Jersey Downtown LA. Lower Grand Tunnel. Midnight. Turns out the best seat at the World Cup wasn’t in a stadium. Why it’s cool Adidas officially traded the stadium lights for the club strobe. To launch their away kits, they took over the Lower Grand Tunnel in Downtown LA : smoke machine, truck bed catwalk, paleteros on standby, and trunks popped with drinks on ice. No press room. No podium. Just the city. Kaytranada on a big rig. Baby Keem on the trailer. By putting these two on the lineup, adidas made one thing very clear : these jerseys aren’t going to the pitch first. They’re going to the party. And the trefoil, back on a World Cup kit for the first time since 1990, just confirmed it. Why we like it They’re not building a stadium. They’re building a scene. Each kit carries a specific national story // Germany’s 90s-inspired chevrons, Mexico’s architectural Grecas patterns // all designed to be worn with baggy jeans as much as football boots. The jersey as cultural currency. Adidas called it first. LA is a World Cup host city this summer. They didn’t activate for LA. They activated as LA. A tunnel, a truck, a rave, and 22 national stories // all in the same night. That’s not a launch. That’s a statement of intent. Germany gets chevrons. Mexico gets Grecas. Argentina gets swirls. LA gets Kaytranada & Baby Keep on a big rig at midnight. Honestly? Best kit in the collection. credits : @adidas @adidasoriginals @adidasus @adidasfootball