How to market like old money (or a punk)

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Best (High-Fashion) Foot Forward. 

During CELINE’s Spring/Summer 2027 menswear presentation in Paris, creative director Michael Rider unveiled a new footwear partnership with an unexpected brand: Reebok. 

The collaboration centers on the iconic Reebok Freestyle, with CELINE removing the strike logo and instead adding intentional scuffs and wear to premium lambskin leather uppers. Each pair is completed with a co-branded tongue label featuring the Reebok Classic logo. The collection will span six different Freestyle releases. The first installment, which features three colorways, will drop in September, with the rest coming in 2027.

This week, Asics also dropped a new collab with Empty Behavior, the Shanghai-based experimental label whose footwear is loved by Blackpink’s Lisa. The new Hypersync model has a ballet-meets-wrestling narrative, using elements reminiscent of dance skirts and ruff collars to create functional, yet fashionable, sneakers. Asics is using this partnership to further tap into local creative networks, especially in China.

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Is the EV Market Revving Up?

Production and delivery updates from Rivian and Tesla show that the US EV market may be picking up. Rivian previously said it would ship between 62,000 and 67,000 vehicles this year, but now it expects to deliver up to 70,000. Tesla delivered more comparatively (480,000 in Q2 2026), and also saw an increase of 120,000 from Q1. Both have been struggling to drive demand in the US after the US government squashed the $7,500 federal EV tax credit. 

🎧We broke down why Tesla should be experiencing a boom right now in a recent installment of our After Dark podcast. Only Future Commerce Plus members get access.

Your Nails Have an AI Workflow Now.

In today’s installment of “robots are stealing our jobs,” a robotics company has raised $23.5M in new funding for its incredible niche focus: full-service robotic manicures. 10Beauty has received the cash injection from Story Ventures to support technological development, operational readiness, and a broader rollout to retail and salon partners. 

The machines, which handle the entire “manicure workflow”—polish removal, nail shaping, cuticle care, color and top coat application, and drying—are currently live at Ulta Beauty in the Greater Boston area and are expanding into Chicago. A Massachusetts Nordstrom location has also rolled out the tech.

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Resale Gets a New Dopamine Rush.

StockX has become a digital Mecca for sneakerheads and collectors, but now it’s expanding into peer-to-peer resale with StockX Listings. This new feature makes it easier for sellers to quickly upload and price products, so the company can integrate used sneakers and vintage apparel into the marketplace experience. StockX Listings uses AI photo analysis, pricing guidance, and proprietary data, so sellers can get up and running faster, and customers can make more informed buying decisions. Buyers will also be able to purchase product verification for certain items. 

StockX reselling vintage and pre-loved fashion shows how the resale market is evolving. Ebay remains the dominant figure in this sector, and has invested heavily in being “the face” of the category in high fashion and luxury. But StockX has a clear advantage: an incredibly loyal customer base that trusts the platform and will be more willing to expand into new categories.

Nacho-World Cup Win. 

Taco Bell has always managed to turn pillar cultural moments into taco-fueled celebrations—even moments of uncertainty. For the emotional World Cup Moments (wins, losses, and everything in between), the company has dropped L.O.C.O.S., which stands for Loss Or Celebration Outcomes Support. It sounds like something a Fortune 500 company’s HR team would launch, and that’s why it’s so genius. 

Now through July 13, Taco Bell Rewards Members can tap into L.O.C.O.S. in the Taco Bell app to receive a personalized, gamified experience tailored to their mood. They can also participate in weekly challenges, win exclusive L.O.C.O.S. merch, and earn points. Taco Bell will also be bringing the L.O.C.O.S. mission, free tacos and all, to IRL activations in select markets worldwide. This is Taco Bell bringing its fun, cheeky attitude to a global stage. While many are tapping national pride and cultural unification in their World Cup marketing, the brand is leveraging what truly connects us: a love for tacos.

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A Meaty Valuation.

Jersey Mike’s, the NJ sub shop that has turned into a global chain, is officially going public. The IPO values the purveyor of the “sub in a tub” at $12B. Its filing noted that between 2020 and 2025, same-store sales rose 50% as restaurants, even QSRs, struggled.

Blackstone acquired a majority stake in the company for $8B about two years ago, and Jersey Mike’s founder and longtime CEO, Peter Cancro, stepped down shortly thereafter. With Charlie Morrison, the former CEO of Wingstop, at the helm, Jersey Mike’s has become a multinational corporation with an aggressive global strategy. There are currently 3,300 locations primarily in the US and Canada, but the company plans to open 400 stores across the UK and Ireland over the coming years.

Ironically, Jersey Mike’s was a topic of conversation during this week’s After Dark, before the IPO news dropped.

LLMs: They’re What’s for Dinner. 

Square is giving sellers access to a new ChatGPT app and Claude plugin so they can be part of consumers’ LLM shopping experiences. Food and beverage sellers will go live first, and other AI integrations, such as Alexa+, are in the pipeline. Eligible sellers are opted in without additional work, setup, or fees. They can manage their AI discoverability through their Square dashboard, while Square handles all the infrastructure, including business information, menu data, hours, and ordering information.

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Klarna FTW. 

PriceRunner, a subsidiary of Klarna, went to court against Google…and won. Sure, Google can still appeal the judgment, but as of now, the company was found liable for favoring its own comparison-shopping service over independent players. As a result, Google must pay Klarna/PriceRunner $1.97B in damages. Klarna acquired PriceRunner in 2022 to add product discovery, price comparisons, and product reviews to its mobile app.

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