Thick as a Brick, Soft as a Croc

Even Substack Wants to Be YouTube.

Substack, which has become known and loved for its commitment to longform, is apparently jumping the shark. The company has beta-launched a new TV app for Apple TV and Google TV that allows users to watch videos and livestreams from their favorite creators on larger screens. Both free and paid subscribers get access to the app, with viewing access matched to their subscription level. All users will have their own “For You” row that embeds curated video recommendations into their subscription feeds.

Comments on the Substack post promoting the launch are pushing back with gusto, noting that the platform's power lies in its commitment to the written word. We’ve even written about how the open platform and its emphasis on creative storytelling make it such a powerful platform for brands and even tech companies. This move shows that even the most “sacred” platforms are caught in the same product development cycle to capture more attention and dollars, even when consumers are screaming for the opposite.

Although it raises the question: just because consumers say something, does it make it true? According to the Hollywood Reporter, Substack saw significant growth within a four-month period, largely due to its strategic push towards (you guessed it) video and audio. As of March 2025, 82% of its top 250 creators were using audio and video as part of their regular content mix. Will this growth translate to TV time? We’ll have to wait and see.

Super Bowl Spruce-Up.

The NFL is pre-gaming the big game with an Abercrombie & Fitch fashion show. Kyle Smith, the league’s first fashion editor, revealed that the runway event will be inspired by A&F’s storied history, but with an NFL “lens.”

Our Take: Sports and commerce have always intersected, but the ties have grown even closer over the past year, as brands ranging from True Religion to SKIMS, Tiffany & Co., and Louis Vuitton have established partnerships with leagues, teams, and individual players. A&F and the NFL first announced their partnership in August 2025, with the apparel brand being named the first “Official Fashion Partner” for the league. The goal, according to a joint announcement, was to capitalize on the $4.5B American football apparel market, which is on track to grow at a 7.3% CAGR through 2033.

A&F has always been associated with “the jocks and popular kids,” but its cultural context has evolved, especially as it has sought to modernize and revamp its image for a more diverse audience. The vibes are less “logo-wearing, prep school prom king,” and more “edgy, eclectic king who happens to play football sometimes,” proving that the future of brands is mostly shaped by how consumers interact with and interpret them.

These Bricks are Made for Walkin’.

Crocs is adding to its list of chaotic-energy collabs with a new LEGO-shaped clog that, surely, no one wants or needs. Priced at $149.99 (USD), we expect half of the collection to end up on resale sites right after the launch on Feb. 14, at 4X the price to boot. Because who doesn’t want to strut the streets like Emmet Brickowski?

Will Trade Turf for Tariffs.

President Trump says he will call off planned tariffs on European nations in exchange for Greenland. The President worked with NATO Chief Mark Rutte on a deal that gives the US “total access” to the territory amid discussions about the security of the Arctic region. Danish Prime Minister Mette Frederiksen said that, despite being open to constructive dialogue with allies, “we cannot negotiate on our sovereignty.”

A Taste for Speed.

KitKat is the Official Chocolate Partner of Formula 1, which means we’re getting what we’ve all been secretly craving: wafer chocolates molded into the shape of F1 race cars. The edible automobiles are launching in Australia and several European countries first, and will head into the majority of KitKat markets through the end of the year to align with the F1 events calendar. Beyond extensive brand presence at 12 races during the 2026 season, KitKat will also collaborate with F1 on a series of social media campaigns, in-store activations, prize promotions, and even exclusive merch drops.

The Belly of the (P&G) Beast.

Wonderbelly Co-founder Lucas Kraft announced on LinkedIn yesterday (of all places) that the company has been acquired by Procter & Gamble for an undisclosed sum. Lucas started the company with his brother, Noah, to provide clean-label alternatives to OTC gut health products like Tums and Gas-X. Since starting the business in 2023, the Kraft brothers have seen consistent growth, due in part to the brand’s expansion into Target and Walmart stores.

“Gut health” has become a major trend in CPG, with the market on track to reach $270B by 2034. Most of the hype has fallen within food and bev, creating a major opportunity for players like Wonderbelly that operate in other categories. Regarding next steps, the only detail Lucas shared was that the team would be “partnering” with P&G during the transition, “making this not a period but an ellipsis.”

TikTok Clocks a $14B Price Tag.

After nearly a year of drama and deal-making, TikTok has finalized an agreement with a group of investors to create a new US subsidiary and avoid a sweeping ban. Adam Presser, Head of Operations and Trust and Safety at TikTok, will now serve as the company's CEO. While TikTok’s parent company, ByteDance, will retain a 20% stake in the business, it will no longer own its algorithm. Instead, the new owners, which include PE firm Silver Lake, Abu Dhabi-based AI company MGX, Oracle, and the Dell Family Office, will retrain and update the algorithm based on US user data. Oracle will control the algorithm within its environment, contrary to earlier reporting, but users are already pushing back against new data collection policies.