Innholdsfortegnelse for September 2025 i Adweek

BUCKET HATS ARE back, and at Oasis Live ’25, they’re bobbing along to every chord and riff. The brand of choice among the 1.4 million U.K. fans who scored tickets to Oasis’ first live shows since 2009? Adidas, naturally. The sportswear giant was one of the first to seize the hype around the Gallagher brothers’ long-awaited reunion with a 26-piece range available online, in pop-up shops, and at official merchandise stalls in stadiums since the fully sold-out tour kicked off in July, with dates set for North and South America, Australia, and Asia through November. The partnership, promoted via a nostalgic spot from Johannes Leonardo set to the 1994 Oasis track “Live Forever,” celebrates “30 years of shared history,” nodding to the decade when the band made parkas, tracksuits, and…

AS SEARCH AND social algorithms change, two major affiliate marketing platforms, LTK and ShopMy, aim to become one-stop shopping and social destinations. This summer, LTK rolled out new features to its platform including public profiles for consumers and upgraded AIpowered search. LTK also plans to launch a two-way messaging feature between creators and consumers. Similarly, ShopMy recently revamped its platform with features like consumer profiles, follows, likes, a consolidated section for creators’ ShopMy links across social media platforms, and AIpowered search for consumers. Both companies’ main business is connecting brands with creators. But they both see a bigger role to play as social platforms for consumers to find and buy products. LTK and ShopMy’s recent moves show how influencer marketing tech companies are evolving into social shopping platforms. Emarketer expects…

THE WORLD’S BIGGEST sporting event of 2026 will be a home game for U.S. marketers. The 2026 FIFA World Cup kicks off in June across 11 U.S. cities—among them Los Angeles, New York, Dallas, and Miami—plus locations in Canada and Mexico. With more nations (48, up from 32) and more games (104, up from 64) than the last time the tournament was played in 2022, it will be the largest and most global World Cup ever. For marketers, this is a rare opportunity not just to reach massive audiences, but to fuel U.S. soccer’s next big jump in participation and popularity. The 2026 World Cup offers a scale and diversity of engagement no other sports or pop culture event can match—if marketers are willing to embrace the sport’s nuances and…

TAMMY HENAULT CMO, NBA WHEN 99% OF the NBA’s fans will never see a live game in one of its arenas, its marketers are tasked with bringing the game to them. Since arriving from Paramount Global in 2022, Tammy Henault has worked to put the game within fans’ reach with a reworked NBA App that puts clips, rewards, fantasy games, and broadcasts right in their hands. In a league that draws 25% of its players from beyond the U.S., Henault’s team promotes hundreds of games and fan events around the globe. Last year, amid a transition from veteran superstars to a new generation of championship talent, Henault’s crew familiarized the world with the NBA’s freshest faces while taking a multigenerational approach to its biggest moments. The NBA is about to…

WORKERS UNDER 25 are at their lowest level since 2020, according to U.S. labor data. Plenty of factors, from industry consolidation to economic uncertainty and the rise of AI, are driving this change. Figures from the federal government show employees aged 20-24 occupied 6.5% of all jobs in advertising, public relations, and other related services last year. In 2019, just prior to the Covid-19 pandemic, the same demographic represented 10.5% of the industry. The downward trend aligns with struggles young educated people are facing throughout the job market. In recent years, the unemployment rate among college graduates aged 22-27 has inched higher than jobless levels for all workers. This is a new development: Young degree holders have consistently experienced lower unemployment than the general public going back to at…

FINDING YOUR FOOTING as an agency is hard enough, let alone keeping it amid economic uncertainty and technological leaps. That’s what makes ADWEEK’s 2025 Fastest Growing Agencies so impressive: These shops, both new offices of bigger agency groups and independent ventures, are delivering results in a crowded and strained market. Each of these agencies has reached new heights by pushing into specialized areas of marketing, disrupting staid categories, and, most importantly, delivering breakthrough work that moves the needle for their clients. 01 HYBRID HQ..................... PHILADELPHIA REGION................. NORTHEAST SIZE............................. 201-500 GROWTH....................... 1,304% CATEGORY.......... FULL-SERVICE EDUCATION-FOCUSED GLOBAL agency Hybrid has been working with universities and colleges since 2009 to drive student enrollment. In 2023, Hybrid opened its first U.S. office in Philadelphia, which has won several multimillion-dollar accounts and helped institutions such as…