Brands like UrbanStems, H&M and Chobani are refining their partnership strategies to match audiences, drive cultural relevance and unlock new growth. Here's more on how execs from these brands say their approach to partnerships has changed over the years.

P&G's $3.8 billion acquisition of Thorne is yet another strong signal that large CPG conglomerates are increasingly seeking out science-backed, high-growth brands to add to their portfolios as consumer priorities shift.

Even without official FIFA sponsorship, Crumbl and Olipop are getting into the spirit of soccer this summer, with product releases and activations tied to the World Cup.

As more shoppers use AI chatbots for recommendations, supplement brand Olly is updating its product pages with clearer descriptions and FAQs to boost AI-driven sales.

Kim Kardashian is the latest name to dive into the energy drink sector. The celebrity mogul was announced as the co-founder of energy startup Update in February as more brands target young women interested in wellness and better-for-you products.

The new co-branded NikeSkims makes a splash with its debut collections, featuring designs for serious workouts that still offer style.

As digital marketing costs continue to spike this season, brands are shifting budgets to direct mail holiday catalogs.

EssilorLuxottica, the owner of brands like Ray-Ban and SunglassHut, is purchasing the brand from VF Corporation, which itself paid $2.1 billion for Supreme in 2020. In a statement, EssilorLuxottica chairman and CEO Francesco Milleri said, “we see an incredible opportunity in bringing an iconic brand like Supreme into our company.”...

Etsy is asking sellers to participate in its holiday cyber sale by offering 25% off at some point over a five-week period.