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Interesting Reads: How The Pandemic Accelerated Big Brand/Influencer Partnerships

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Interesting Reads. Industry news you that you may have missed.

NBA’s Steph Curry to create new brand with Under Armour - New York Post

NBA All-Star Stephen Curry, the most high profile athlete on Under Armour's roster, is working with the brand on a new sports apparel line. The line is called "Curry Brand," which will feature apparel, footwear, accessories and will extend to include golf, a women’s line and other sports. Also, Curry Brand is tapping into philanthropy aimed at creating 20 safe play spaces for young athletes and training more than 15,000 coaches and 100,000 youth by 2025.

Snapchat officially launches in-app TikTok competitor called Spotlight - The Verge

Snapchat is ready to take on TikTok with its newly launched platform called Spotlight. The new section on Snapchat will highlight user-created videos and takes the "most entertaining" snaps from Snapchat and puts them in a user's feed based on their preferences. To encourage people to post quality content on Snapchat, the company will pay one million dollars to the top creators on the app per day through the end of the year.

Snapchat Spotlight Tiktok Reels Competitor
Source: Snap

How Influencers Became Key to Big Brands During the Pandemic — and Why They'll Continue to Grow - dot.LA

It is safe to say that influencer marketing had amplified during the pandemic as well as a rise in e-commerce presence. Brands like Dunkin Donuts are grasping on to this industry with its recent partnership with TikTok superstar Charli D'Amelio to promote Dunkin’s new drink called "The Charli". This trend is only expected to continue with influencer marketing expected to grow to a $9.7 billion business by the end of the year.

Charli D'Amelio Dunkin' Brand Influencer Collaboration
Source: Dunkin'

General Mills Debuts Sesame Street Cereal, Bringing ABCs and 123s to the Breakfast Bowl - Yahoo!

Sesame Street and General Mills are teaming up to make breakfast a little more fun with its new Sesame Street Cereal made by General Mills. The Sesame Street Cereal boxes offer games and six dual-language stories with Elmo along with story themes. The new cereal will be available in January and includes two varieties, a berry flavor with number-shapes and a cinnamon flavor with letter-shapes.

General Mills Sesame Street Cereal
Source: General Mills
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