Josh Allen leaves Nike for New Balance in major endorsement shift. The reigning NFL MVP is now the face of New Balance football, a move he framed as “coming home,” tying his personal story to Firebaugh, California, where he and the brand will jointly fund community sports programs.

Allen already debuted New Balance’s Prodigy cleats at Bills minicamp, making the transition official. The partnership

Doja Cat named MAC Cosmetics’ new global ambassador. The move arrives amid a vintage VMAs-style entrance—she appeared to take a bite out of her signature “Lady Danger” lipstick on the red carpet (the bullet was actually a chocolate replica) to announce the partnership in bold fashion.

Doja Cat brings over 24

Patrick Mahomes has been named the new brand ambassador for Hublot, joining elite company like Usain Bolt, Novak Djokovic, and

Tom Holland is stepping off the set and into play mode as LEGO’s newest ambassador, fronting the Never Stop Playing short film and joining the toy brand’s ongoing Rebuild the World campaign. The two-minute “brickbuster” opens with Holland as an overwhelmed actor—forgetting how to play—until a simple snap of two LEGO bricks sparks a cascade of inventive characters:

Burna Boy signs multi-year deal with On as their “Clubhouse President.” The global Afrobeats star will spearhead the brand’s tennis-oriented Clubhouse Nights events and co-create lifestyle experiences that blend music, sport, and community. “Everything I do comes from the same place—music, sport, community, and culture,” Burna Boy said. “On gets that. Our partnership is about shaking things up and creating new energy in the

Anderson .Paak is back behind the boards—and the brand. For the second year in a row, he returns as Music Distiller for Jameson Irish Whiskey’s Distilled Sound, a global music initiative curated through his creative collective, APESHIT INC.

Now in its sophomore run, Distilled Sound continues its mission of cross-cultural collaboration, bringing together 20 emerging artists from around the world to co-write, record, and perform original tracks. The 2024 lineup is genre-spanning and globally wired: South African soul artist Lloyiso, Portuguese experimentalist EU.CLIDES,

Adidas’ “Superstar” campaign returns with cinematic flair and an all-star cast, highlighting the timeless influence of its iconic sneaker. Narrated by Samuel L. Jackson, the campaign kicks off with a moody teaser titled “Pyramids,” which compares the shoe’s cultural permanence to, well, actual pyramids. “No Wi-Fi. No food court. But 4,000 years later, people still fly across the world to see ‘em,” Jackson quips.

The full spot, “Clocks,” ups the tempo and the roster. Music legends Missy Elliott, GloRilla, Teezo Touchdown, and BLACKPINK’s Jennie appear alongside NBA star Anthony Edwards, skateboarding icon Mark Gonzales, and model-actress Gabbriette.

The campaign—shot

Jets star and All-Pro cornerback Sauce Gardner has found his latest matchup off the field—this time with the Q-Collar, the first and only FDA-cleared sports device designed to help protect the brain from repetitive head impacts.

Gardner wore the collar throughout the 2024 NFL season after discovering it during a personal deep dive into player safety. The journey started with a solo purchase and ended, naturally, with a full-blown ambassadorship. Now officially part of the Q30 Innovations team, Sauce brings both star power and lived experience to a product built around performance

Travis Scott is blending vibes—literally. The rapper and creative polymath has joined the Erewhon smoothie club with the debut of his first-ever signature drink: the “Storm Storm Smoothie,” named after his daughter, Stormi. Equal parts nutrient-dense and brand-aligned, the smoothie is the latest move in Scott’s ever-expanding empire of unexpected partnerships.

Curated by Scott himself (because of course), the drink brings his signature touch to Erewhon’s lineup—a menu already known for turning celebrity collaborations into $20 cultural events. He joins a tight club that includes BLACKPINK’s Lisa, Tyla, and Sabrina Carpenter, all of whom have previously lent their names (and presumably taste preferences) to the upscale grocery chain’s blender.

The Erewhon deal follows a bigger one: Scott was recently named Oakley’s first-ever Chief Visionary, tasked with shaping the brand’s creative future. And if you’re sensing a marketing wave building, you’re not wrong—Scott is also teasing the release