The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Sleep sells.

February 28, 2023

The NBA updates its brand playbook.

Recent fashion deals carry clout with younger, hipper cohorts. In November, Kith founder Ronnie Fieg became the NBA’s first-ever creative director, ushering in an era of stylish sophistication in sports. Under his reign, KidSuper will bring an artistic edge to the league's iconic brands with an upcoming NBA collection. Fan art from NBA Paint finds its way to Cleveland Charge jerseys and potato chip bags in a collaboration with Ruffles. Beyond a cosmetic makeover, the league stays in step with gaming trends, dabbling in NFT marketplaces like Top Shot and Sorare. There's a lesson here: when the game changes, so should your moves.

Sleep has re-entered the chat.

Sleep is once again a top priority in the wellness trend cycle, bringing an influx of new offerings and innovations. Emphasis on melatonin shifts to magnesium, while limited screen time before bed evolves to nightly red light therapy rituals. Sleep technology veers sci-fi in Muse S, an EEG-powered brain-sensing headband referred to as a “digital sleeping pill.” Consumers are vacationing specifically for beauty rest at hotels offering sleep programs, such as The Cadogan & Seven Senses Ibiza. Make sure your business is up to date on the newest sleep developments and capitalize on this growing need for Z’s. Look to Anya Hindmarch’s recent sleep-inspired pop-up, a superstar in all-things slumber.

Acid-trip colored pasta—artful food is selling like hot cakes.

Chef Fiona Afshar has amassed a cult following blending art and science in colorful patterned pastas. Drawing on Gucci’s aligned maximalist sensibility for a limited-edition branded pasta set, Fiona joins a growing cultural crossection of art and food. From Loewe’s whimsical twist on traditional English teatime, to Gohar World’s surreal cake candles, the proof is in the pudding (served in a silver bowl, of course).

Recession? Don’t know her.

Despite a grim financial forecast, consumers show they’re still willing to drop dough on the things they love (or can post on Instagram). Everyone’s swiping right as American Express CFO says spending on experiences like travel and entertainment is “off the charts” (cue the Taylor Swift-Ticketmaster debacle). The Royal Caribbean reported higher than expected Q4 profits, selling more expensive tickets than pre-pandemic prices. Some call it YOLO spending, others a “split-brain” mentality. Either way, people are risking it for the biscuit. Consider strategic partnerships within the travel, hospitality, and entertainment sectors.