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The rush of a buzzer-beater, face paint, stadium delicacies, limited-edition merch, legacy seats, and yes, even tears. Sports have always been about more than the final score, holding the power to generate and perpetuate culture. But lately, its influence has reached even new heights. |
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Athletes are becoming fashion's most coveted faces. Game days are turning into opportunities to execute travel itineraries. A new generation of fans is finding its entry point into sports fandom through creators, culture, and communities, with little to do with knowing players by name and stats. |
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From luxury houses tapping athletes as ambassadors to hospitality brands reimagining the spectator experience, the lines between sports and lifestyle have never been more blurred. And as fandom takes on new forms, so do the opportunities for brands to get their heads in the game. |
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In this edition of The Pulse, we're exploring the people, partnerships, and cultural moments redefining what it means to be a sports fan. Because these days, you don't have to follow the game to be part of the conversation. |
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| | Pulse Check: Shaping Sports |
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| From Grand Slam walk-ons styled like red carpets to a Banana Ball star in the Dancing with the Stars ballroom, the talent shaping sports right now is building audiences far from the field. Meet the names brands should know before everyone else does. ➔ |
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| BMF Connects With Pri Shumate of LOVB Miami |
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| BMF Founding Partner Brian Feit caught up with Pri Shumate, newly named President, Business Operations at LOVB Miami, to discuss building the city’s only women’s pro sports team from the ground up, what’s driving the momentum behind women’s sports, and why the most meaningful brand partnerships start with genuine value alignment. ➔ |
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The New + The NoteworthyEverything Worth Doing/Seeing/Getting/Booking |
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| | BMF client Loews Hotels is putting movement on the itinerary with the launch of Active Stays. The new wellness program brings fitness beyond the hotel gym through in-room workouts, local studio partnerships, running routes, recovery experiences, and wellness-focused dining. As active lifestyles increasingly follow us wherever we go, Loews is making sure they check in, too. Book your Active Stay in NYC here. ➔ |
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| | BMF client Solidcore is stepping off the Sweatlana and onto the floor with Ascend, a new heated strength-training format built around heavier weights and progressive training. It arrives as fitness routines get increasingly mixed and matched, with running, strength and Pilates all sharing space in the same week. The takeaway? Picking one lane is out. Meet us on the floor here. ➔ |
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| | Prefer getting your steps in on the dance floor? Halloween in Miami Beach has you covered. On October 31, Delano’s ground floor becomes “Queen of the Jungle,” a one-night takeover hosted by Ladyfag. Expect music, live performances, and cocktails spread across a series of rooms, each built to reveal something new as the night goes on. Get tickets here. ➔ |
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| | Aviator Nation is putting its retro California spin on the NFL with a new collection spanning 25 teams. It’s the latest crossover between sports and style, turning team loyalty into something worth wearing well beyond Sunday. Shop the drop here. ➔ |
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| | Aryna Sabalenka is turning the tennis court into a jewelry case. As Material Good’s first ever jewelry ambassador, she’s been taking to the court decked out in high jewelry, bringing diamonds and gemstones into the heat of competition. Proof that performance and serious carats can, in fact, play doubles. Shop Sabalenka’s edit here. ➔ |
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| | Caitlin Clark changed who shows up to watch women’s basketball, and now she has a shoe built around how she plays it. The Nike Caitlin 1, her first signature model, with her initials and jersey number built right into the shoe. Shop the drop here. ➔ |
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| | Athletes are quickly becoming fashion’s newest front row. The latest? Bengals quarterback Joe Burrow, who stars in Alo’s Fall 2026 campaign. Already known for his tunnel style, Burrow fronts Conquer, a collection built around performance, recovery and life beyond the field. Conquer yours here. ➔ |
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| | Trinity Rodman has never kept her style off the field, from her hair to what she wears, so it makes sense that a beauty brand signed her. Sol de Janeiro named Rodman and Tara Rudd its newest ambassadors, with the pair fronting the debut of the brand’s Intense Perfume Mist. Check it out here. ➔ |
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| | Golf’s loudest new stage is Kevin Hart. The comedian launched his own YouTube golf channel, and now has the wardrobe to back it up. His golf collection with Fabletics covers styles built to go from the course to the rest of the day. See the drop here. ➔ |
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The FrequencyWhat We’re Listening To Now. |
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| | Every college football Saturday has a soundtrack, and this season it belongs to Shaboozey. The GRAMMY-winning artist, who played football growing up in Woodbridge, Virginia, teamed up with Gunna on “High Noon,” ESPN’s official anthem for the 2026-27 college football season. Press play before kickoff. Listen here. ➔ |
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The DestinationNow Departing… Dallas |
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| | Dallas–Fort Worth brings together Texas-sized sports energy, standout dining, a thriving arts scene, and plenty of Southern charm. With football season in full swing and basketball tipping off, October is the perfect time to experience the city’s game-day excitement alongside its stylish hotels, buzzy restaurants, and vibrant nightlife. Whether you're here for the sports or the culture, Dallas has plenty to offer on and off the field. ➔ |
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| | Let’s chat about how we can keep your brand in tune with the pulse of culture. |
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The SublimeCreators, Innovators, And Cool $#!+ You Should Know About. |
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| | Tennis WAG turned influencer turned sports culture builder, Morgan Riddle is giving female fans a space of their own. With The 400 Club, she’s bringing women together through watch parties, cultural events, and brand collaborations across F1, basketball, and beyond. The message? You don’t need to know every stat to have a seat at the table. Follow the club here. ➔ |
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| | Zendaya is making her next move with On. The star is back with her second collection for the brand, co-designed with longtime stylist Law Roach, featuring python prints, oversized essentials, and a sporty take on the Mary Jane. To launch it, Zendaya stars in an action-packed short film that puts the collection to the test. See the campaign video here. ➔ |
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| | Knicks forward OG Anunoby is trading the tunnel for the trench. The NBA star appears in Burberry’s 170th anniversary campaign, joining a cast of British cultural figures and bringing basketball into the luxury house’s world. Another sign that athletes aren’t just influencing sports culture—they’re becoming part of fashion’s front row. See the campaign here. ➔ |
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| | Lamine Yamal had quite a summer: at 19, he left the World Cup as the youngest player ever to hold both a World Cup and a European Championship winner’s medal. American Eagle went all in and named a jean fit AE 19, after his age and his number. Then came his first capsule, check it out here. ➔ |
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| | F1 hospitality is getting the members’ club treatment. Created with Soho House, House 44 brings together racing, music, culture, and luxury hospitality in an exclusive trackside setting. With live DJ sets, signature cocktails, and behind-the-scenes access to the world of F1. See all House 44 locations here. ➔ |
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| | El Clásico is getting the GOLF WANG treatment. FC Barcelona and Spotify are swapping their usual jersey logo for Tyler, The Creator's GOLF WANG branding. The women's team debuts the look on October 24, followed by the men's team against Real Madrid on October 25, bringing music and fashion to one of soccer's biggest stages. Find out more here. ➔ |
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| | After 20 years with Nike, Kylian Mbappé is switching teams. The soccer superstar has signed with Swiss sportswear brand On, becoming both a global ambassador and shareholder. With Mbappé on board, On is stepping onto the soccer field for the first time, expanding into a whole new territory with one of the sport's biggest names leading the way. Get the insight here. ➔ |
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The Week in ReviewICYMI... |
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Travel Expedia Is Using AI And Sports Tourism To Build A Connected Journey ➔ Sports Travel Is Having Its ‘Eras Tour’ Moment. Airlines Have Noticed ➔ Inside The Luxury Sports Tourism Boom ➔ The Biggest Reason To Travel This Year? Sports ➔ Tapping Into The Global Sports Tourism Market ➔
Fashion & Beauty A Look Inside The Ever-Trending Intersection Of Fashion And Sports ➔ The Summer Of Sport Has Changed Game-Day Style ➔ How Fashion Is Shifting The Perception Of Women’s Sports ➔ How Athletes Became The Biggest Players In Luxury Fashion ➔ When Sports Stars Become Style Icons: Athletes Redefining Fashion Culture ➔
Entertainment Popular Culture Drives Gen Z Sports Fandom ➔ In Gen Z Romance Shows Like ‘Crew Girl,’ Sports Are The New Sex ➔ How Gen Z Is Rewriting The Rules Of Sports Fandom ➔ How Monumental Sports & Entertainment Turns ‘Full Stack’ Ownership Into A Power Play ➔ Four Growth Lessons From The World Cup For Sports And Entertainment Businesses ➔
Technology OneCourt Wins Sports Technology Of The Year At SBA Tech ➔ A Deep Dive Into Checkout-Free Tech ➔ How Fitness Trackers And AI Are Changing Equestrian Sports ➔ Explaining FIFA’s 2026 World Cup Technology Changes: Ball Out Of Play Firsts And Offside Advances ➔ Amateur Tennis Players Love Data As Much As The Pros. The Race To Monetize It Is On ➔
Media How The NHL Is Humanizing Its Players To Reach New Fans ➔ A Sports Frenzy For The Most Valuable Influencers ➔ Why So Many Media Outlets Are Rushing Into Sports ➔ How Creators Changed Sports Media With Access, Not Airtime ➔ Mixing Influencers And Sports: An Etiquette Guide For Brands ➔
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