9 NEW CULTURAL ACTIVATIONS, MILESTONES, AND CAMPAIGNS TO TRACK NOW
9 NEW CULTURAL ACTIVATIONS: subculture doesn’t sit still. whether it’s reclaiming historic concert halls for global afrobeats films, taking headwear design into technical athletic realms, or celebrating two decades of independent channel heritage, modern culture is defined by those who build their own spaces.
We’ve broken down the core movements shaping our current editorial rotation. read the full brief below.
01 / bang & olufsen x john legend
acoustic precision meets timeless artistry. multi-platinum, egot-winning artist john legend joins bang & olufsen as global brand ambassador under a two-year partnership. rooted in emotional expression and meticulous design, the collaboration celebrates a shared belief in how sound connects people across generations.
02 / new era 9forty® apex
technical performance meets streetwear headwear. new era fundamentally rethinks the structured cap by replacing traditional stiff buckram with lightweight spacer mesh and introducing an eva foam visor insert. the result is a flex-fit, highly breathable silhouette finished with subtle tonal rubber branding.
03 / louis bekk x von dutch
spontaneous street culture in central london. to celebrate his debut collaboration with von dutch, french creative louis bekk transformed tileyard into a massive open-air street party. with the secret location dropped only hours before, over 2,500 people gathered for an un-ticketed celebration of music and summer energy.
04 / fera ‘three pikes’ collection
taking tournament celebrations away from the city grid. english label fera introduces its ‘three pikes’ campaign for summer 2026—a countryside-rooted twist on the ‘three lions’ celebrating english waterways, farmers, and outdoor culture far removed from standard urban campaigns.
05 / asake m$ney live in london (spotify live)
historic concert documentation. asake’s landmark, black-tie performance at theatre royal drury lane drops as spotify’s first-ever full-length live album performance film. accompanied by a live orchestra, a 40-person choir, and the compozers, the film captures the nigerian star performing his chart-topping project alongside four unreleased tracks.
06 / rimowa x walton goggins
elevating traditional sport into high-end aluminum craftsmanship. rimowa collaborates with industry leaders winmau to introduce a limited-edition grooved aluminum dartboard case. the launch is accompanied by a cinematic campaign directed by grégoire dyer and shot at the maison’s historic cologne factory, starring american actor walton goggins.
07 / SB.TV 20 @ the o2 london
two decades of groundbreaking UK music history. SB.TV celebrates 20 years of defining platform heritage with a landmark takeover at the o2 on 11th november in association with the jamal edwards self belief trust. the massive phase-one lineup brings together cultural mainstays including chip, wiley, dappy, lady leshurr, roll deep, and professor green.
08 / soulection 15th anniversary
fifteen years of genre-bending beat culture. joe kay’s global movement lands at magazine open-air on greenwich peninsula for its biggest UK showcase to date on 16th august. spanning r&b, amapiano, future beats, and soul, the full day-to-night experience celebrates over a decade and a half of borderless curation against london’s skyline.
09 / chilly’s series 3 flip
hybrid utility built for long-term cold retention. chilly’s raises the thermal standard with the series 3 flip insulated straw bottle, keeping drinks cold for up to 75 hours in its 1L format to move seamlessly between city commutes, gym sessions, and weekend festivals.
Full event logs, campaign breakdowns, and cultural archives are live now.
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