NIKE SNEAKERS INSPIRED BY TIKTOK AND KOOLAID
Kool-Aid is also launching its first new product in five years to mark the tie-up. Even as it gears up to launch an entirely new brand in NikeSkims, Nike’s marketing team is not sleeping on other buzzworthy collaborations.
The sportswear giant has announced an unlikely partnership with Kool-Aid, which it said blends “sneaker culture, self-expression, nostalgia and ultimate comfort” with Kool-Aid’s spirit of “flavor and creativity.”
Inspired partly by a TikTok trend where young people mix Kool-Aid flavors to create custom blends (which has racked up 26 million videos and counting), the mash-up includes two new colorful sneaker drops for NBA Memphis Grizzlies star Ja Morant’s signature Ja 2 line.
The sneakers feature two colorways: bold, two-tone designs inspired by Morant’s favorite Kool-Aid flavors, Blue Raspberry and Cherry, blending into Orange and Lemon Lime on the sole. Each pair features mascot the Kool-Aid Man breaking through a wall.
Inspired by Morant’s childhood in South Carolina, he wanted the sneaker colorways to nod to the special memories at his grandma’s house.
A second merch drop will follow in July.
Kraft Heinz-owned Kool-Aid will launch a mix-and-match limited-edition flavor pack to coincide with the sneaker debut. It marks the first new product from the almost 100-year-old brand in five years.
HIGHER BUDGETS FOR INFLUENCER MARKETING
A new study by the World Federation of Advertisers (WFA) shows that influencer marketing is becoming increasingly important, with as many as 61% of global marketing professionals expecting its role to grow further, while more than half are already planning to increase their influencer marketing budgets for 2025. The WFA study also reveals that brands are increasingly relying on specialized influencer marketing agencies – now used by 74% of brands, a 20% increase compared to 2019 – and are formalizing their practices in the process. However, shortcomings remain, as only 42% of these brands monitor influencers’ compliance with advertising standards.
In response to these findings, the WFA has introduced Global Guidelines for Influencer Marketing, offering practical advice to help brands navigate increasing regulatory pressures. The guidelines, developed in collaboration with global advertising standards bodies, outline how brands can ensure more transparent, ethical, and effective implementation of influencer marketing.
META INTRODUCES ARTIFICIAL INTELLIGENCE FEATURES IN EUROPE
Meta has introduced innovative artificial intelligence features on its WhatsApp and Instagram platforms in Europe, now available in 41 countries. This move comes after a year-long wait, as the tech giant first had to overcome regulatory hurdles before entering the EU market with its new tools. As Meta rolls out these features, the European Commission is closely monitoring their implementation to ensure full compliance with EU legislation.
