Fountain of Yus - #013
Salaam, how are you? Serving issue #013, where we cover Fashion, Sports and Tech, Enjoy!
NBA pull the fans closer
At the recent All-Star Tech Summit, NBA commissioner Adam Silver unveiled new innovations that will excite fans. Using Web3 technologies, fans can scan their own avatar into a live game on the NBA app and replace a player of their choice, revolutionising what it means to live vicariously through your favourite players. Fans can now not only watch the match but also be in it, almost like having a dream whilst you're awake.
Atop of this, the NBA unveiled the latest iteration of its ongoing Luk.Ai project. Partnering with chess.com and Luka Dončić, fans can now play against the NBA superstar in one of his favourite hobbies, chess. This new innovation allows fans to have a connection with Luka beyond the court and makes it more personable, giving us a glimpse of the new heights fan interaction can take via technology.
It's no surprise that the NBA is using technology to improve the fan experience, they’ve been light years ahead of their European counterparts when it comes to providing various forms of entertainment for their audience, keeping them engaged. Throughout the years NBA fans have been allowed to experience the game beyond the traditional match format. For instance, players are often mic'd up during the game, giving fans the opportunity to hear the nature of conversations players have during the game. Fans have also had the pleasure of enjoying all-star weekends, which consists of the 3-point contest, dunk challenges, celebrity all-star matches and the highlight of the weekend, the conference all-star matches, where fans get to see some of their favourite players play together.
These are some of the experiences fans yearn for across the pond, especially with the younger generations, with the idea of a North v South Premier League all-star match being floated amongst football fans online and even by Chelsea FC's new chairman, Todd Boehly (no surprise, he's American). But while in America, there's an appetite for all-round entertainment, it seems that match-centred entertainment is the preference across Europe. However, with younger fans demanding more from the sport they love, the European model may have to evolve sooner rather than later, especially considering the technological strides the NBA is making.
Pharrell at Louis V
After months of speculation and curiosity, Louis Vuitton finally announced who will take over the helm from the late Virgil Abloh, Pharrell Williams. Many were shocked and some even disappointed. Personally, I thought the role would be given to someone who would bring a high-tailored look to the fashion house, a devoted fashion designer, à la Wales Bonner, Martine Rose or Bianca Saunders, who were all rumoured to be on the shortlist. However, based on their choice, it became clear that Louis Vuitton’s decision-makers weren’t basing their choice through that lens and rather wanted to bring in someone who could carry the torch from Virgil’s legacy, as a worldbuilder. When your choice is made through that criteria, there were only two people who could replace Virgil, Pharrell and you know who...
Pharrell is a cultural polymath, a Mount Rushmore candidate of multi-hyphenates. He transcends so many subcultures; music, fashion, skating and even jewellery design.
Not to mention, he has years of experience co-creating with major houses, having previously worked with Chanel and even Louis Vuitton too as well as being a frequent collaborator with Moncler and adidas. On top of this, he has a massive audience in Asia, partly thanks to his long-standing relationship with Japanese cultural guru, Nigo, who he co-owns streetwear brand Billionaire Boys Club with. The Asian market is increasingly becoming an important region for major houses, and Pharrell’s appointment is certainly one that will continue Louis V’s growth in that region in an upward direction.
One of the things that made Louis Vuitton a cultural phenomenon under Virgil Abloh was his ability to bring in various subcultures under the umbrella of the house and this is certainly something Pharrell can carry on considering his vast network and multi-faceted skill sets. He is Skateboard P after all.
Under Pharrell, Louis Vuitton is set for market domination, through a combination of factors, his talent, pedigree, network, the collaborators he brings into the house and the talent he involves in his shows. I wouldn’t be surprised if we saw the likes of Clint walking the runway and even a potential collab with Corteiz plus other streetwear brands too. Pharrell demands attention and with all things considered, it’s safe to say the runway shows are bound to be a spectacle.
One thing we can pull from this appointment is that major fashion houses don’t want to just be known for their design but rather as an ecosystem of intersections of various subcultures. They are not just here to serve luxury clothing but media and entertainment too.
Exciting times ahead.
Corteiz Just Keep Doing It
The collab of the year thus far continues to intrigue and keep fans glued to their screens for what's next. Over the weekend Corteiz hosted a crossbar challenge where fans were given a chance to bag a pair of the collab kicks before their wider release, which is expected to come this month. The rules were simple, in order to get a pair, you were given two chances to hit the crossbar from 18 yards, with further incentives being added for the first to do it and the first one to do it in a pair of Air Max 95s.
The challenge was announced in style, with Real Madrid's wonderkid Eduardo Camavinga (a fan of the brand himself) doing the challenge himself dressed in an unreleased Corteiz jersey. Having previously been seen wearing the brand, as well as hanging out with founder Clint too, the relationship between them is already known by some but it was still news to a wider audience of football fans. See, Camavinga is not just your rising baller, born in a refugee camp and only 19 years of age, he already has a World Cup final appearance, plays for Real Madrid, and is the youngest player to win five trophies for the club, including a Champions League too - a fitting announcement for the ‘rules the world’ brand.
Through the challenge and execution of it, Corteiz was able to expand its audience into the global football community while also spotlighting London's unique relationship with fashion and how it intersects with football. Fans came together at a football pitch in West London, with Baiteze Squad's Joel Mensah hosting the occasion. There were laughs, cheers, probably some tears and certainly a lot of UGC. Some of the highlights from the day include a dad who did the challenge to win his son a pair of the collab sneakers and young Carter, a 10-year-old who showed nerves of steel and seized the moment.
The activation shows that Nike have given Clint creative licence in this collaboration and this has been earned through the foundation he has built his brand on, an inspiring sight for future brand-builders. As it's common for brands to steer away from their roots as they ascend, Corteiz is thus far proving this won't be the case with them. While of course, the activation makes the sneakers more accessible to those who may not have the means to afford them, it also highlights an element that keeps a younger audience engaged; gamification. Through gamification, brands are able to create memorable moments for their fans whilst keeping them entertained and also increasing a brand's visibility both physically and online too, a tactic that has worked so well for Corteiz so far and has played a crucial role in growing the brand too.
With the sneakers set to be released in March, it will be interesting to see the next phases of the rollout, especially with Air Max day being around the corner.
Spotify continues its Web3 expansion.
Following a series of announcements, Spotify is utilising Web3 tools to improve fans' music experience. Starting off with a personalised DJ made possible through AI, listeners will now be able to have an individual DJ catering to their sonic needs and supposedly provide "culturally relevant commentary" in between too. The idea is that the more users interact with the AI DJ, the better it will understand their listening needs and give them more of a passive role in their music consumption, layered with entertainment. The 'Dee-JAI' will use your listening history to play your favourite songs and introduce you to new ones based on your listening data. And if users don't like a song they can give feedback simply by tapping the DJ button, allowing the AI tool to better understand your current mood or taste in general. Spotify has long been a leader in using technology to improve the user's experience and if the introduction of 'DEE-JAI' proves to be a success, it will take personalisation to a whole new level - but only time will tell. The feature is only available in the US and Canada for the time being.
The buck didn't stop here though, with the platform also introducing token-gated playlists. Trialling a select group of NFT projects, the platform aims to grant members of the selected communities exclusive access to playlists by connecting their crypto-wallets with their Spotify accounts.
While the NFT hype died down quite quickly, token-gated access arguably shows the best use case for them at the moment. A host of Web3 communities are already using tokens as a way to grant members exclusive access to a host of goods, events and more - rewarding them for their loyalty. Spotify's introduction of token-gated playlists is a testament to this and signals what the future may be for Web3 communities and cross-platform integration.
Moncler steal the show
Moncler stole all the headlines this past London Fashion Week with their genius exhibition. This was certainly the most talked about event of the London Fashion Week schedule with almost everyone and their grandmom having attended, and those who didn’t go still spoke about it. There was a wide demographic in attendance thanks to the targeted advertising done prior to the event and programming ensured that there was something for everyone. With a venue capacity of more than 10,000, there was also space for everyone.
The exhibition immersed attendees into the world of Moncler and highlighted the importance of working with partners and platforms to give your brand cultural relevance. Don't get me wrong, Moncler has a strong cultural hold, but it was certainly not solely the brand's status that lured attendees. What caught most people's eyes was a star-studded poster of co-creators that included heavyweights such as Jay Z, Pharrell Williams, Mercedes, adidas, Rick Owens and Alicia Keys to name a few. The collaborators each have their own audience, with some overlapping but all respectively attracting specific profiles and immersing them into the world of Moncler. adidas' involvement was a standout, with the brand making a habit of latching itself onto culturally significant moments. Not to mention, Pharrell sits at the middle of these two brands, highlighting his strong portfolio and what he can potentially bring to Louis Vuitton too.
Attendees were spoilt for options which each collaborator having their own segment at the venue, including Palm Angels and Boiler Room’s foam party, interactive recording studio by Jay Z's Roc Nation, a rave hosted by Rick Owens and Mercedes-Benz AG's immense rotating sculpture of Mercedes Benz's off-road G Class. To top it off Alicia Keys performed, with Little Simz and Cleo Sol making guest appearances. In the mix were a high profile of stars including Serena Williams, Marcus Rashford, Naomi Campbell, Pharrell Williams, FKA Twigs, Justin Bieber and more.
Over the next coming days, people's feeds were flooded with content from the exhibition as there were a ton of shareable and flex-able moments too, arguably making it the most talked about event in London so far in 2023.
Overall, the exhibition attested to the power of co-creation and showed what happens when you cross-pollinate audiences of different creators under an umbrella brand, you build a world. Certainly, an experience that will be etched in people's memories.
Yuseful Notes
One more time: 2 years after their breakup, Daft Punk are set to drop new music.
Year of the 501’s: Levi’s collab with Stussy in celebration of the 150th anniversary of their iconic 501’s.
Black Ambition Prize: Applications are now open for the 3rd year of the Pharrell Williams initiative.
Fake it till you break it: Fashion brand AVAVAV use the runway to provide commentary on the industry’s attitudes towards luxury.
Road Home: The Lionesses’ upcoming World Cup campaign is set to be made into a documentary.
Netflix and Ball: La Liga seeks growth through content with the 23/24 season set to be made into a docuseries, in similar style to the ‘Drive To Survive’ series.
Milano Drip: AC Milan drops a capsule kit in collaboration with PUMA and KOCHÉ.
Giving Back: Streetwear brand Trapstar host giveaway in celebration of co-founder’s birthday.
Creator Economy: Why going independent is becoming the norm for music artists.
Bonded: The connection between The North Face and graffiti.
Content for a Cause: How entrepreneur Simon Squibb is giving strangers the boost they need to chase their dreams.
Creator Economy again: How Generative AiI is making game creation more accessible on Roblox.
Fashion Forward: CSM magazine 1Granary partners with the Bear Scouts to make sustainable solutions more accessible for young talent.
Va Va Vroom: Tottenham Hotspur and Formula 1 sign 15-year strategic partnership.
Cultural Currency: How the Cadillac Escalade was popularised by Hip Hop.
Retro Style: adidas drop 90-s inspired football kits for their latest icons collection.
What Would Yus Do?
Sharing upcoming experiences that I find interesting and you may potentially too.
Archive Gems: Vintage designer store La Nauseé is hosting a ‘bazaar’ at DIJONSS over the weekend featuring handpicked archived pieces.
Extinction Beckons Exhibition: An exhibition by Mike Nelson touching on alternative ways of living and thinking.
Genesis are hosting a room at the next installment of Worlds Collide, taking place at 60 Dock Road on March 10th. Expect all things Jungle, UKG, Breaks, Footwork, 140 + more.
Glitch Sessions: Content series spotlighting African musicians.
Beyond the Streets: Street Art exhibition featuring over 100 international artists. Supported by adidas Originals.
KaplanKaplan: The 'Western Gaze' Exhibition, an exhibition of the aforementioned phenomena.
Support in Style: Fundraiser for Turkey + Syria featuring pieces from Palace, Cav Empt, and Supreme to name a few.
A day well spent: visit the Now Gallery.
‘Refracted Bodies’: Mixed Reality immersive exhibition by Matteo Zamagni.
Bigger & Better: An immersive exhibition by David Hockney.
Sonic Yus
A playlist consisting of all the songs I’m obsessing over in between each issue.
That’s all for now
Until next time,
Yus