How DSW’s CMO is overhauling the brand for a new age of retail

Sarah Crockett detailed her approach to rehabilitating the brand during a keynote presentation at the eTail Palm Springs conference.

By Chris Kelly • Feb. 28, 2025

WeWard lines up Venus Williams to stand out in fitness app crowd

Venus Williams has signed on as an investor and brand ambassador for the app, which incentivizes walking by offering rewards.

By Aaron Baar • Feb. 27, 2025

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Campaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett

Johannes Leonardo helped craft a social-first campaign that captures true-to-life conversations between stars from different generations.

By Chris Kelly • Feb. 21, 2025

Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV

Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.

By Sara Karlovitch • Feb. 13, 2025

True Religion centers on authenticity for ‘Own Your True’ brand platform

The effort includes a tie-up with pop star Anitta and comes weeks after private equity firm Acon Investments bought a controlling stake in the brand.

By Aaron Baar • Feb. 13, 2025

How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’

The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.

By Chris Kelly • Feb. 13, 2025

Adidas tackles sports sideline pressures with ‘You Got This’ campaign

An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

By Peter Adams • Feb. 11, 2025

As Super Bowl’s cultural cachet grows, brands look beyond in-game ads

Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.

By Chris Kelly • Feb. 6, 2025

Oreo hypes Post Malone cookie drop with new Snapchat ad format

The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.

By Peter Adams • Feb. 5, 2025

Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play

A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.

By Peter Adams • Feb. 3, 2025

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Creators can be a full-funnel marketing tactic, Snap study finds

Conducted with OMG, the study touts Snapchat’s creator ecosystem at a time when TikTok’s future in the U.S. remains undetermined.

By Aaron Baar • Jan. 27, 2025

Kind embraces Gen Z trend bed rotting in new campaign

One of Dictionary.com’s 2024 new words, bed rotting — laying in bed during the day — has been embraced by younger consumers as a form of self-care.

By Sara Karlovitch • Jan. 24, 2025

Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?

At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.

By Peter Adams • Jan. 15, 2025

McDonald’s value menu launch gets inspirational boost from John Cena

The actor-wrestler appears in new ads that turn into a oddball spiel about the transformational power of the McValue platform. 

By Peter Adams • Jan. 7, 2025

Inside Athletic Brewing’s marketing as reach expands for nonalcoholic beer

CMO Andrew Katz explains how a new multimillion-dollar campaign addresses the entrance of more "big guys" into the nonalcoholic category.

By Chris Kelly • Jan. 6, 2025

Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign

The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.

By Peter Adams • Jan. 2, 2025

NFL teams with Betches Media to grow viewership among women

The women-focused entertainment platform will have access to tentpole events like the Super Bowl to fuel content including social and digital campaigns.

By Aaron Baar • Dec. 19, 2024

How JBL’s college marketing is evolving to deliver long-term brand value

Influencer content on Instagram and TikTok is “blowing away” industry benchmarks, according to marketing execs at the Harman-owned brand.

By Chris Kelly • Dec. 18, 2024

An ‘anti-marketing’ marketing channel for Gen Z

How the FLVR social channel has grown into one of the biggest branded food entertainment communities on TikTok.

By James Clarke, Senior Director - Digital & Social, D3 (PepsiCo Foods US) • Dec. 16, 2024

J. Crew taps Skims marketer as CMO to boost cultural relevance

Julia Collier helped turn Kim Kardashian’s Skims into a trendy name with moves like striking its first major sports sponsorship last year.

By Peter Adams • Dec. 6, 2024

Cameo welcomes over 31,000 self-enrolled creators with CameoX

The fan connection app is appealing to the masses with a new onboarding policy that has resulted in over 155,000 Cameos over the last 18 months.

By Aaron Baar • Dec. 5, 2024

Why Powerade is letting athletes pause partnerships to prioritize mental health

Part of the Coca-Cola brand’s “Pause is Power” platform, The Athletes Code program was created by WPP Open X and led by Ogilvy.

By Chris Kelly • Dec. 5, 2024

7 top campaigns from 2024 and the tactics that drove success

These breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.

By Peter Adams , Jessica Deyo , Sara Karlovitch , Chris Kelly • Dec. 3, 2024

Why Google Shopping turned holiday gift-giving into a game show

A campaign around the friendly competition of gifting also includes ads with Dwyane Wade and Gabrielle Union and Charli XCX and Troye Sivan.

By Chris Kelly • Nov. 25, 2024