Highsnobiety

Last week, UDL - Highsnobiety's experiential space in the heart of Berlin - hosted its first Listening Klub: an evening dedicated to slowing down and experiencing music the way it was intended to be heard. The night brought together live performances from New York experimental pop artist Queenie and nu-jazz collective Universal Space Jam alongside DJ sets from Noah Becker & Hanaby, all played through TEILE's newly launched Klub sound system. Alongside the music, RadioHack unveiled a reinterpretation of Dieter Rams' iconic 1960s Wandanlage, reimagined and built by Bujar Aruqaj. The transparent, fully functional installation revealed the craftsmanship and engineering usually hidden beneath the surface, bringing together design, sound, and technology. Guests enjoyed a bespoke cocktail menu and bar by 818 Spirits and ALMAVE, with additional drinks from Maison Saint Aix and Paulaner Brauerei Gruppe GmbH & Co. KGaA A huge thank you to everyone who joined us for the first edition of Listening Klub. See you at the next one. Photos by: Eva Luise Hoppe

LVMH-backed L Catterton reportedly wants a stake in HYROX. If it goes ahead, the move isn't an outlier. L Catterton has been steadily building a portfolio around wellness, fitness, and participation - not just products, but the communities and lifestyles that surround them. A few years ago, a luxury investor chasing a fitness community would have sounded unlikely, but today, it makes perfect sense. In Highsnobiety's Guide to Good Sports Marketing, we unpack some of the forces that explain why companies like L Catterton and others are moving into performance culture, why sports has become one of culture's most powerful forces, and what brands need to understand if they want to play a meaningful role in it. 📬 Download the report via the link in bio. ❓What do you think will be the most exciting investment deals in sports this year? #SportsMarketing #Highsnobiety #Hyrox cc Getty Images

💡 Job alert: We are hiring! 🇮🇹 Ciao Italia: We are looking for a Brand Partnerships Director based in our Milan office. More infos here. https://lnkd.in/dtwusv9s 💼 Also check out our other open roles https://lnkd.in/d8yZeFVh #Highsnobiety #Hiring #JobAlert

Run clubs as dating pools, Strava as a new social network, and running shoes on everyone and their mom (even those who don't run). There is no escaping running. Yes, Harry Styles is a running icon, but he's not the only one. Satisfy was atop the horse that pulled running into the cultural relevancy sunrise. And who are we if not ever-curious? Our in-house insights investigator Anna Burzlaff looked into this and more with Satisfy’s Chief Brand Officer, Daniel Groh. Read up on how Satisfy makes its product right at home in any sporting niche within 18 months, and what running was, is and can be. The full interview is dropping next week.  📥 Sign up to our Insights Newsletter via the link in bio and receive the full interview in your inbox on July 14. #SportsMarketing #Satisfy #Highsnobiety 📸: Satisfy

Ask Cultural Pioneers who is shaping culture right now, and they will tell you athletes overtook musicians. For decades, athletic success was the entire story, but the athletes resonating today are the ones with perspective, taste, identity, and cultural fluency beyond the game itself. Performance still earns an athlete credibility, but cultural resonance is what makes them matter. That's Rule #1 of our latest report "Guide to Good Sports Marketing": Treat athletes as your cultural editors. The brands winning here aren't picking athletes for reach. They're picking them for what they represent and building around that. If athletes are now cultural editors, what does that mean for your brand? FIND: Which athletes on your roster shape taste, not just performance? ASK: Who would audiences still follow if they stopped competing tomorrow? CONSIDER: Are you using athletes to sell products, or to build cultural worlds? Everything behind this - the cases, the data, the how - lives in the report.  Download link in the comments. #SportsMarketing #Highsnobiety #Culture 📸: Getty Images

Paris Fashion Week needed a tennis tournament 🎾 Why? Because for the Cultural Pioneer, sports and sports culture are officially 2x more influential than fashion right now. If you need the hard data to prove it, check out our latest white paper on everything sports (download link in the comments section) Back to Paris Fashion Week. What began as years of chaotic text chains searching for players and open courts became the first-ever Highsnobiety Invitational, hosted by Tennis Club de Paris in partnership with WHOOP. The teams included the legendary pro skater Paul Shier, the musician Dev Hynes, Thistles co-founder Callan Malone, Setinn boss Shingo, Mike Cherman, New York Times fashion writer Jacob Gallagher, and Noah Johnson, the organizer and Highsnobiety’s Editor-in-Chief, who, despite some rumors, did not in any way rig the tournament. After a sweaty morning on the red clay Mike Cherman and Philip Andelman took home the trophy plates. Our friends left with goodie bags featuring merch designed in collaboration with the Japanese tennis brand Setinn, racquets and strings from Solinco, and WHOOP devices courtesy of our amazing partners. Who’s joining next season? 🎾 📸 Kevin Buitrago

It’s time to Go*Off the Wall. Our TRIFECTA collaborations with Zalando have been some of our most rewarding and exciting projects to date, and this one is no exception: we partnered with Vans to center art and creativity through unconventional style. We called it Go*Off the Wall, and for the last two months we’ve lived and breathed its ethos. When Vans first began 60 years ago, they were known for their boat shoe design, more primed for the yacht club than the skate park. It was the blossoming Californian skater community that adopted the utilitarian integrity of their now-famous “waffle sole” and transformed them into a titan of the footwear industry. That inventive ethos and flair for the unconventional is what has carried Vans well into the 21st century. This is what Go*Off the Wall is all about—the confidence and power to set your own rules. To bring it all home, we tapped three artists from across different mediums–music, design, and movement–to embody this spirit of self-assured creativity for a once-in-a-lifetime event. Last week, set designer Ibby Njoya, movement artist Daria Riya Dash and electronic musician Ouri performed for an intimate audience at Berlin’s Haus der Visionäre, a fully unbridled showcase that became a true meeting of the minds. Check out our editorial for a closer look at the full campaign. https://lnkd.in/dZRPtEBf

HIGHSNOBIETY’S GUIDE TO GOOD SPORTS MARKETING 🎾 ⚽ 🏀 🏈 Our latest report is out now. Sports became one of culture's biggest stages and Cultural Pioneers now rank it as more influential than music and fashion. A new role for sports calls for a new way of marketing it.  87% think sports brands rely too heavily on the same themes (performance, winning, motivation). The game used to be the whole story, but today everything around it has become just as culturally valuable. Understand that shift, and sports becomes your most powerful entry point into culture. This is a guide for brands unpacking sports' new role as a cultural force. Inside: New sports marketing rules, our favorite case studies, and insights drawn straight from our audience and the people shaping sports today. 📥  Download the report now – Link in the Comments section. — Featuring insights from Heikki Salonen (Salomon), Kyle Smith & Ian Trombetta (NFL), Ida Holmen (Pas Normal), Daniel Groh (Satisfy), Daniel-Yaw Miller (SportsVerse), Nikolaj Hansson (Palmes), Matteo Zuretti (NBPA), Luca Magni (Oakley) & more. #SportsMarketing #Highsnobiety #Culture

SPORTS ARE BIGGER THAN MUSIC, SPORTS ARE BIGGER THAN EVER. Cultural Pioneers believe Sports and Sports Culture are 1.7x more influential than music and 2x more influential than fashion today. The French national team's World Cup arrivals made that case before we even had to. For decades, sports brands chased culture, now culture is sprinting after sports, always a little out of breath. 📃 Enter: Highsnobiety's Guide to Good Sports Marketing. Sport isn't just a Sunday game or a hobby anymore; it's the way to say who you are and what you want. The receipts are everywhere: The NFL has a fashion editor, Fenty partnering with the WNBA, a Vogue alumnus launched a sports magazine. This seismic shift demands a new map to navigate, so we wrote it. What's inside: - a new set of rules for good sports marketing, - some of our favourite case studies, - audience insights from our very own Cultural Pioneer panel, - and interviews with sports' most interesting voices: the first-ever Creative Director at Salomon, the first Fashion Editor at the NFL, the CBO of Satisfy and many more. ‼️Update: Report out now - download here https://lnkd.in/dHAx5XpX 📬 To receive the report straight to your inbox, sign up to the Highsnobiety Insights Newsletter - Link in comments below 📸 IMAGO / PsnewZ