Travis Scott Is Oakley’s First-Ever ‘Chief Visionary’

John Dody

06/24/25 10:58AM

Oakley has tapped Travis Scott as its inaugural Chief Visionary, handing over the creative reins to the rapper and his Cactus Jack collective in a multi-year partnership designed to reshape the brand’s future—one pair of shades at a time.

The role isn’t just honorary. Scott will be involved in revamping Oakley’s classic styles, co-developing new eyewear and apparel, and starring in upcoming campaigns that blend Oakley’s action-sport DNA with the Cactus Jack universe. In doing so, he becomes part of a growing trend of brands handing real creative control to artists, echoing Ray-Ban’s recent appointment of A$AP Rocky as its first Creative Director, and throwbacks like Alicia Keys for BlackBerry or Will.i.am at Intel—a lineage of unexpected yet culturally potent corporate titles.

The move also adds to Scott’s growing empire of brand collaborations, which already includes a now-legendary McDonald’s meal, multiple Jordan Brand drops, and a 2023 Audemars Piguet team-up that saw a limited-edition Royal Oak fly off shelves. In the tech-meets-fashion space, it’s worth noting that Oakley and Ray-Ban have each forged partnerships with Meta on smart glasses, signaling that these creative titles aren’t just about style—they’re also about shaping the future of wearable tech.

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Her latest project, LETHAL, dropped last month via Atlantic Records and sounds exactly like the name suggests: unfiltered, unrelenting, and impossible to ignore. The project is a return to form—but also a flex. It’s Rico at full blast, blending punk fury with trap maximalism, and reminding everyone that just because the mainstream shifted toward soft-spoken alt-rap doesn’t mean she plans to lower her voice.

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The 21-year-old Nigerian singer has spent the last two years quietly becoming one of the most streamed African artists in the world, though “quietly” might be misleading. Her debut album 19 & Dangerous put her on the map, but The Year I Turned 21, released last May, made it clear she isn’t interested in staying on just one. Her newest single, “Gimme Dat” featuring Wizkid, dropped this April via Republic and Mavin—and it’s already sounding like summer across Lagos, Bogotá, and Santiago.

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What began in 2015 as a passionate plea to get the Foo Fighters to play Cesena, Italy—via a viral video of 1,000 musicians playing “Learn to Fly” in unison—has evolved into a global phenomenon. Think Glastonbury meets garage band. Rockin’1000 has since become a musical movement of over 100,000 musicians across more than 100 countries, performing massive rock covers with the full force of stadium-sized humanity. Picture 250 drummers, 500 guitarists, and a wall of vocals belting Queen—all on the same stage.

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Music 2 mins read

Miguel Has Signed With The Chamber Group for PR Representation

Miguel has signed with The Chamber Group for PR representation. He continues to be repped by CAA for live/touring, because of course he does; at this point, Miguel’s concerts are less about ticket sales and more about fabric softener demand from fans throwing silk shirts on stage.

Spotify tells us he’s still floating north of 27.5 million monthly listeners, with his most obsessive fan clusters living in Los Angeles, Sydney, Jakarta, Chicago, and London. You could attribute that geographic spread to global streaming habits or simply assume those are the cities with the most well-lit bedrooms.

Miguel’s live footprint is equally cosmopolitan. Over the years, he’s graced the stages of Coachella, Lollapalooza, and Made in America, typically as the guy you book when you want the crowd to stop scrolling TikTok and feel something in their soul—or, at minimum, in their hips.

In print and pixels, Miguel’s been a fixture of the glossy magazine world. He’s landed in GQ, Billboard, Flaunt, and more, usually photographed somewhere between mid-conversation and mid-seduction, in a silk robe or leather pants, occasionally both. Fashion, like genre, bends around him.

A Chamber Group partnership

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Rauw Alejandro is back in our feed and this time, he’s not just dropping chart-toppers or flexing choreography sharp enough to slice air—he’s manning the grill. Kind of. The Puerto Rican reggaetonero has partnered with Buchanan’s whisky for its latest culinary-meets-cultura spectacle: the Asados Unidos campaign.

If you’re unfamiliar with the term asado, it’s basically barbecue—but make it Latin American, deeply emotional, and a battleground for generational grilling philosophies. Enter Buchanan’s, the Scotch brand with a Latin soul, whose entire brand identity now seems built around making whisky as comfortable at a backyard cookout as it is on a mahogany bar cart in the Andes.

The campaign’s core thesis is one part sociology seminar and one part travel ad: despite our differences in spice level, smoke preference, and playlist choices (Merengue or Bomba? Discuss), it’s Buchanan’s that brings us together. Rauw, of course, plays the cultural diplomat here—grilling with friends from Puerto Rico, Argentina, Colombia, and Mexico across a four-part video series that’s basically Anthony

Endorsement Deals 2 mins read

Vintage Culture Has Been Named Global Brand Ambassdor of Von Dutch

Somewhere between the Y2K renaissance and the revival of logo-core lies Von Dutch, a brand once favored by mid-2000s starlets and now freshly dipped in relevance. And who better to helm its return than Brazilian DJ and producer Vintage Culture, a man who knows a thing or two about high-octane nostalgia.

As the new global ambassador, Vintage Culture isn’t just posing in flame-stitched hats—he’s co-creating an exclusive capsule collection under Von Dutch’s new creative platform, Von Dutch Loves. Launching June 15, the line leans all the way in: distressed trucker hats, oversized graphic tees, and all the blurry-after-3am rave energy your feed can handle. The collection is, as the artist puts it, “a celebration of individuality,” though cynics might call it a well-timed play for post-ironic fashion supremacy.

And let’s be clear: this isn’t a vanity license plate gig. Vintage Culture, born Lukas Ruiz, has spent the last few years quietly becoming one of the most bankable names in dance music. With a sound that fuses deep house with melodic grooves and a stage presence that lights up arenas

Boxing 2 mins read

Anthony Joshua Has Been Named New Brand Ambassador for Prep Kitchen

Two-time heavyweight world champion Anthony Joshua is trading uppercuts for upper crust, at least in the kitchen. He’s just been named a brand ambassador for Prep Kitchen, the performance meal prep company aiming to make chicken-and-rice feel a little less like a punishment and a little more like a privilege. But this isn’t just another athlete sticking his name on a food box and calling it a day. Joshua is diving in—literally flavor first.

In partnership with Prep Kitchen’s Head of Food, Paul Mason, Joshua is co-creating a limited-edition recipe collection inspired by his Nigerian roots. Among the culinary haymakers in the lineup: West African Style Red Pepper and Peanut Chicken, Suya Beef with Jollof Rice, and Nigerian Fish Curry. It’s both a nod to heritage and a branding move that tastes as smart as it looks bold. In a sea of “clean bulking” and “macro-balanced” platitudes, Joshua’s take adds actual flavor—an underutilized nutrient in performance marketing.

This isn’t Joshua’s first foray into the food and beverage space, either. He’s previously been backed by Lucozade and EQ Nutrition, names synonymous

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Travis Scott Is Oakley’s First-Ever ‘Chief Visionary’

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