Hype Mode
Culture is The Game, Play it Your Way
Fashion
As the leading champion of sport for more than five decades, Nike has a starkly different perspective, offering a call to athletes across the globe: Do it anyway — and redefine the expectations of sport along the way.
NIKE, Inc. is dominating NBA All-Star Weekend, displaying its dedication to the game with exclusive events, exhibitions and product drops across its industry-defining portfolio of Nike, Jordan Brand and Converse.
Toma Live will bring together more than 150 of the world’s best young street footballers for small-sided competitions in Los Angeles, Mexico City and New York City — streamed live for fans around the world.
Following its US debut in Dallas in May 2025 and its European stop in Stockholm, Automobili Lamborghini returns to the United States for its third participation at DreamHack, the world’s leading gaming lifestyle festival. This time in Atlanta, the brand further consolidates its presence within the international digital entertainment ecosystem.
Music
Governors Ball has released details for its 2025 Lineup. Tyler, the Creator, Olivia Rodrigo, Hozier and more are headed for New York City this summer as part of this music festival.
The highly anticipated concert is expected to attract thousands of fans eager to witness his energetic performance and chart-topping hits live
Rap superstar Travis Scott recently surprised fans by dropping a rare comment on a fan page’s Instagram post — and the internet loved every second of it.
Hurley, the global apparel and lifestyle brand, and Travis Barker, the world-renowned drummer and producer, just lit the fuse on the most exciting collab of 2025! Get ready, because this isn't your average surf brand capsule—it's the counterculture spirit of Southern California.
Gaming
The LTA and Uber have formed a multi-year partnership, designating Uber as the official and exclusive rideshare and on-demand delivery partner of the league. This partnership will provide fans deals exclusive to Uber and integrate Uber Eats into the LTA North watch experience.
Audio-Technica (booth 15313), an innovator in transducer technology for over 60 years, is expanding its headphone offerings with the new R-Series line of professional open-back models.
The Epic Games Store on mobile just got a lot more epic, with the addition of nearly 20 third-party games from incredible developers, the launch of our Free Games program on Android worldwide and iOS in the European Union.
Sneakers
adidas and Pharrell Williams’ Humanrace continue to invite runners into a reimagined ritual of running, where movement takes ...
Reebok has introduced two new iterations within the award- winning FloatZig Running Shoes franchise, the FloatZig Tread and ...
Nike and Melitta Baumeister are joining forces to push the boundaries of Nike Running by reimagining the Vomero ...
Global sports company PUMA has signed an official agreement with the Premier League, the most-watched football league globally, ...
Latest News
Swatch has announced a new film project by French snowboarding legend and longtime Swatch Proteam athlete, Xavier De Le Rue. “Roamer”, a series that combines big mountain skiing with breathtaking cinematography, will delight outdoor enthusiasts around the world.
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Following the Mostro House takeover at Paris Fashion Week in January, PUMA returns to the French capital, this time unveiling a visionary collaboration with designer and new PUMA partner Salehe Bembury. The unique experience invites guests into a world of biomorphic beauty and engineered imagination, highlighted by the new Velum, Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM™.
Lexus has unveiled its latest design innovations at Milan Design Week 2025*3, the world's largest design event. Hosted in the heart of the Tortona District at Superstudio Più's Daylight Space, the exhibition features "A-Un", an immersive installation created in collaboration with Japanese creatives, and "Discover Together", an interactive exhibition showcasing next-generation designers following the legacy of the Lexus Design Award. The exhibition will be open to the public until April 13, 2025.
Reebok, the iconic and irreverent sports culture brand, and Icecream, founded by Pharrell Williams and NIGO®, continue the return of the Board Flip following its comeback at ComplexCon Las Vegas in October 2025.
The mischievous Lord Nermal is back in action as PUMA teams up once again with irreverent streetwear and lifestyle brand RIPNDIP for a second collaborative collection.
Lifestyle
On 1 November, the PUMA x BMW M Motorsport Art Car Capsule Collection by Cao ...
Nike and Dropcity, an emerging Milanese center for architecture and design, are ...
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Lifestyle Accessories
Auto / Tech / Watches
In Turin, in November 1965, it is not a car that captures the attention of the public, but a chassis. Bare, essential: made of folded sheet metal lightened by numerous drilled openings. On it sits a 4-litre V12 engine mounted transversely in the rear. It looks like a racing prototype, yet it is the foundation from which the Miura will be born.
This November, Sotheby’s will host an exceptional auction in Geneva, the largest dedicated to Breguet in over 30 years. This prestigious event, organized in collaboration with the Maison, will pay tribute to the unparalleled legacy of Abraham-Louis Breguet.
Seagull Watch, a historic manufacturer with over seven decades of mechanical expertise, announced the global debut of its highly anticipated the Seagull Rattrapante Chronograph Blue Dial Limited Edition, a timepiece that marries historical lineage with cutting-edge mechanical innovation.
LVMH is hosting the sixth edition of LVMH Watch Week on January 21-22 in New York, and January 30-31 in Paris. Nine LVMH watchmaking Maisons will showcase their latest creations during the events.
Casio Computer Co., Ltd. announced the release of a new MR-G timepiece, adding to the flagship line of the G-SHOCK brand of shock-resistant watches. The new MRG-B2100D features a three-dimensional latticework dial inspired by the functional beauty of kigumi,*1 the traditional Japanese art of woodwork joinery, adorned with hanada-iro, a stately blue color.
Art
Eight cities. Eight local designers. One Nike-only global experience. Nike Sportswear is gathering a new generation of designers from across the world to create the future of Air Max through the inaugural Air Works research, development and design program.
Nike and Dropcity, an emerging Milanese center for architecture and design, are presenting a preview of Air Lab at Milan Design Week 2026.
adidas and Tyrrell Winston have announced a multi-season collaboration with the unveil of a new Lightblaze POD model, reinterpreted through the lens of the Detroit-based artist.
On 1 November, the PUMA x BMW M Motorsport Art Car Capsule Collection by Cao Fei was officially unveiled at the M Festival at Chengdu Tianfu International Raceway (China). The Chinese multimedia artist designed BMW Art Car #18, which debuted in 2017, on the basis of a BMW M6 GT3.
