Pop-ups reinvented + rugby’s brand moment

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Updates ☕️

🚀 Apple now sells ads directly on Apple News, including premium sponsorships and banner placements, sharing 70% of revenue with publishers.

📌 TikTok is testing product links in posts, letting creators share affiliate products directly, streamlining shopping and boosting its reputation as an e-commerce hub.

👀 Blockbuster-brand collabs, like Wicked's Aldo shoes and Beís luggage, are redefining marketing, driving buzz and boosting sales—but risk oversaturation if they lack thematic connection.

Pop-up shops are evolving—here’s what works now

Pop-ups, once the go-to marketing play for brands, have hit a wall. Rising rents and shrinking retail vacancies make them costly and unsustainable for most emerging players. Yet, savvy brands are finding ways to recreate the magic of in-person experiences without breaking the bank.

Why pop-ups are struggling

Pop-ups used to be the perfect mix of low-cost and high-impact, but times have changed. Retail vacancies are at decade lows, and locations in places like SoHo have seen rents soar up to 60% year-over-year. Add in build-outs, staffing, and marketing, and the costs pile up fast.

For smaller brands, the ROI just isn’t there anymore. Pop-ups are one-off events, and scaling them is nearly impossible without deep pockets.

Smarter strategies emerging…

1. Partner with existing spaces: Brands like Petite Plume and Draper James are teaming up with hotels and cafés to piggyback on foot traffic. Petite Plume’s aprons are showcased at Maman cafés, while Draper James sets up shop at Hilton Graduate Hotels during high-traffic football weekends.

2. Host exclusive events: Trunk shows and intimate events offer a buzzworthy way to build brand affinity. Amir Taghi, for example, hosted trunk shows in client homes, generating $1M in sales and landing deals with retailers like Moda Operandi.

3. Meet consumers where they are: Brands like HigherDose and Loops Beauty are thriving by activating at festivals, college campuses, and other natural gathering points. These activations let brands target their ideal customers without needing a physical store.

The new reality…

Pop-ups aren’t dead, but they’re no longer the ultimate retail play. For scrappy brands, partnering with established spaces, hosting targeted events, or meeting customers where they already are offers better ROI and long-term growth potential.

Rugby is on the rise—how brands can participate

Rugby is having a moment. From Ilona Maher’s rise as a social media star and bronze medalist to the sport’s growing momentum in the U.S., brands are taking notice of rugby’s potential to break through. With upcoming events like the 2028 Olympics in LA, Rugby World Cups in 2031 and 2033, and the launch of Women’s Elite Rugby, the sport is primed for growth—and for brands, it’s an opportunity to get in early.

Why rugby, why now?

• Star power: Athletes like Maher are putting rugby on the cultural map with 7.4M social media followers, blending athletic prowess with a relatable, body-positive message.

• Big events: The U.S. will host both the men’s and women’s Rugby World Cups in the next decade, plus Olympic rugby sevens in 2028—a recipe for audience growth and mainstream visibility.

• Global appeal: Rugby boasts 500M fans worldwide and a devoted, affluent audience, making it a prime target for brands seeking international exposure.

What’s in it for brands?

• Unique storytelling: Unlike saturated sports markets, rugby offers brands a chance to stand out. Supporting the sport can create authentic stories about driving inclusivity, athleticism, and community impact.

• Smarter sponsorships: Rugby’s sponsorship opportunities—like USA Rugby’s team uniforms or stadium assets—offer direct connections to fans without the high costs of bigger sports.

• Aligned values: For brands championing women’s sports, diversity, or body positivity, rugby aligns seamlessly with these narratives.

Challenges to watch…

• Unfamiliar terrain: Rugby isn’t yet a household name in the U.S. Building awareness will require investment in education and marketing.

• Data gaps: New leagues like Women’s Elite Rugby are exciting but lack the long-term metrics that brands often rely on.

Rugby’s growth in the U.S. mirrors soccer’s trajectory in the ‘90s—except this time, brands can get ahead of the curve. Whether it’s backing athletes like Maher, sponsoring new leagues, or capitalizing on major global events, the potential for storytelling, community impact, and ROI is undeniable.

NOTES 📝

Today’s top marketer & brand reads.

Read: China’s e-commerce upstarts will start to look more like Western ones. (The Economist)