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

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

New Balance has a sneaker called the T-500, which is not a robot but a tennis shoe — and in its latest campaign, it turns out that tennis can, in fact, be played inside a shoebox. A real one. With real football phenom Endrick volleying around not with a racket, but a soccer ball, because the rules are flexible in surreal brand worlds.

The new installment in New Balance’s “Quiet Please” series places the Real Madrid-bound striker in the middle of a match that’s less Wimbledon and more meta-sport satire. The kicker? It’s all happening inside an oversized shoebox. Watching from the sidelines of this box-universe are Endrick himself (life-sized this time) and model Gabriely Miranda, lounging at a country

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