Celebrity sports teams are the new alcohol brand.

Celebrities turn side-hustles from tequila to team sports as they forge a new path to cultural clout and profits. Ryan Reynolds and Rob McElhenney, who delighted the world with their purchase of Welsh football club, Wrexham A.F.C., are now also part owners of the Alpine Formula 1 race team. Mathew McConaughey is a minority owner in MLS team Austin FC, and Natalie Portman spearheaded the creation of Angel City Football Club, the first women’s soccer team in L.A., including various high-profile owners like Eva Longoria. In retirement, Tom Brady bought an electric boat racing team, while Drake and Michael B. Jordon have invested in the Brooklyn Aces Pickleball Team. With endless opportunity in entertainment, promotion, and merchandise, expect to see more celebrity names enter the sports arena.

Ralph Lauren returns as it-brand.

Following years of focus on a highly commercial strategy, the iconic brand is shifting gears. To “boost brand prestige,” they will lift average prices and product quality, also eyeing expansion in the India and China luxury markets. And, after a four-year hiatus, Ralph Lauren is returning to New York Fashion Week this fall. Smartly tapping into booming home and hospitality categories, Ralph’s Coffee has rapidly expanded. This summer, the café popped up in the Hamptons, hosted a Wimbledon activation in London, and collaborated with popular Hong Kong food brand Doughbeings, on top of recent openings in Manhasset, Miami, Tokyo, and Kuala Lumpyur. As New Americana and Quiet Luxury design influences take hold, this household name is poised for a revival. We expect to see Kendall Jenner in Ralph Lauren Collection on a red carpet soon.

Produce is a hot commodity.

No one thought a $50 pack of 11 perfect strawberries would last when luxury fruit brand Oishii first broke the internet, but the vertically grown fruit has proven its staying power, now distributing to Whole Foods and specialty stores across the U.S. and collaborating with buzzy brands from Lady M to West Bourne. As consumers increasingly gravitate towards earth-connected activities like gardening and growing, fruits and veggies elevate to objet d'art. Catching The Co.'s eye: the new Apollo Palm Hotel in Athens hosted an apertivo hour using over 40 kilos of fruit for the centerpiece table, which they later turned into preserves for hotel guests. Meanwhile, the newly minted Slop Magazine is an aesthetic delight dedicated entirely to produce, published seasonally, just like its subject.

Speaking of print, for more on its modern revival, download out latest report, Promoting Print.

The circus is in town and consumers are down to clown.

Gen Z loves campy fashion, extravagant makeup, and absurd spectacles, so it’s no surprise Cirque du Soleil is eyeing this audience as they rebrand and “elevate the art of clowning.” Diversifying beyond live shows, Cirque just launched a video game on Roblox and a line of merchandise including perfume and maximalist home goods. A documentary called “Down to Clown” is in the works. These moves are well aligned to current consumer sentiment—if you’ve been anywhere near a movie theater in the last two weeks, you’ve seen the spirit of clowning up close in a plethora of Barbie/Barbenheimer costumes. Consumers are chomping at the bit to "dress up and live," a guiding principle of our namesake, Tobe Coller Davis. Lean in with fun-focused product, partnerships, and promotions. Cirque du Soleil, call us.

Product turns up the technical features.

Consumers expect products to do more for them and the planet. Catering to rising air quality concerns, Thule’s baby carriage, Olend’s backpacks, and Asahi Soft Drinks’ CO2-absorbing vending machines all clean the air around them. Within outdoor apparel, functionality has always reigned supreme. Now micro-perfected features are the focus, swaying bigger spends. Claudent’s UPF fabric is so fast-drying, it maintains its 50+ rating even when wet. LifeLabs’ patented WarmLife and CoolLife fabrics reflect 100% of the wearer’s body heat back to their skin and continually cool the body more than any other material, respectively, with half the environmental impact. Emphasize material innovation in marketing and presentation to milk this mindset.