Days before England knocked Norway out of the 2026 World Cup, Norwegian challenged British Airways to a public wager: the loser would wear the winner's logo on Instagram for 24 hours. The stunt out-performed official sponsors at zero media cost. We break down the timeline, the numbers, and the playbook emerging consumer brands can copy.

Anta is now the largest sportswear company in China, ahead of Nike. But the more interesting story is what it owns abroad. Arc'teryx, Salomon, Wilson, Descente, Maia Active and a fresh 29% stake in PUMA: a portfolio that looks less like Nike and more like LVMH in sport.

Six months ago, Lululemon's China business looked like the cleanest premium-import story of 2025: comparable sales surging in the +30s, US$1 billion in revenue, a textbook portfolio bet against a softening US business. Today, with Calvin McDonald gone, growth decelerating, and lower-tier expansion meeting domestic incumbents, the bet looks less clean.

The Olympics , held every four years, remains one of the most valuable commercial platforms for brands worldwide. As a top-tier...

Buzzword 1: Tiger & CNY Tiger (虎) is the zodiac of 2022 Chinese Year. In this January on Taobao, with the keyword "tiger", the search...