See all the season’s biggest marketing moves, from ad campaigns and digital initiatives to major ambassador partnerships. Got some news to share? Send it to [email protected].

July 5, 2022: Boss has inked a new deal with the Aston Martin Aramco Cognizant Formula One Team (AMF1) as its official fashion partner. Starting next year, the German manufacturer will design and develop looks for the AMF1 team – including formal apparel for its race drivers and a range of high-performance race and travel wear for the entire team. In addition, the Boss name will return to the motorsport series when its logos are featured on the AMR22’s bodywork. It was first seen at this past weekend’s British Grand Prix – held at Silverstone, the home of British motor racing, on July 1-3. The partnership is set to explore and extend its collaboration beyond the track. In one of its first initiatives, it will jointly develop a limited-edition capsule collection featuring modern performance wear, due to be released in 2023.

July 1, 2022: Duke + Dexter is proving that style — and a competitive spirit — are ageless. The British footwear brand has unveiled the latest chapter in its L.A.-theme spring/summer campaign, and it’s set at the Holmby Park Lawn Bowls Club in Beverly Hills, Calif. The brand visited the club in February and took on the seasoned pros in a friendly game. “We got absolutely murdered — both on the field, but also off it in terms of swagger and fits,” said Duke + Dexter CEO and co-founder Archie Hewlett. The players were outfitted with the brand’s sporty and casual footwear styles, but otherwise styled themselves. “They just came dressed like true gramparents!” added Hewlett.

June 22, 2022: Snipes has announced “Crack the Code,” the retailer’s nationwide initiative that aims to “close the learning gap, promote digital equity and build the next generation of STEM leaders.” The campaign, Snipes said, will also shed light on the digital divide and will work to support communities that lack computer and online access. As part of the campaign, Snipes said it will build computer labs in key retail markets throughout the country. The computer labs will include laptop and desktop devices, iPads, printers and smartboards, as well as act as community hubs and provide access to those who don’t have reliable at-home internet access or devices. What’s more, Snipes said the labs will provide educational programming and digital literacy training, with an expectation that K-12 students, college students and adult learners “will be able to easily access the basic computer courses and continuing education courses that will be held in the labs.” Snipes confirmed it has already opened its first computer lab, which is located at the Wyckoff Gardens housing complex in Brooklyn, N.Y.

June 14, 2022: DTLR has partnered with the U.S. Army to provide educational and career opportunities in communities throughout the country. According to a statement, they will host block parties this summer to bring the aforementioned opportunities, fun and food to neighborhoods in Washington, D.C. and North Carolina, also promoting the advantages of the U.S. Army ROTC College Program. The first will take place on July 30 in Washington, D.C. from 3-7 p.m. at Unity Health Care. Also, the Army will sponsor the fall homecoming DTLR 2022 HBCU Tour, which will give it access to students at select institutions across the country, and DTLR will become the first retail partner of the Army’s PaYS program that guarantees soldiers an interview and possible employment at a corporate or management level at the retailer after leaving the Army.

June 7, 2022: Golden Goose unveiled its new Ball Star Campaign, bringing the popular sneaker back to the brand. The shoe draws inspiration from the world of basketball of that time, recalling the style codes of those years in the small details. The campaign accompanying the release, titled Roll with Time campaign, emphasizes the timeless identity of the Ball Star and shows the shoes during the different eras from the ’80s to present day. The sneakers are available now on Golden Goose’s website starting at $545.

June 1, 2022: This year, Saks Fifth Avenue celebrates pride month with its “Show Your Pride” campaign featuring singer and drag performer Adore Delano, designer Christian Cowan, actress Dominique Jackson and comedians Jes Tom and Sam Jay. In addition to the digital components, the Saks Fifth Avenue flagship windows are being transformed to create a deconstructed pride flag, which will be on view from June 2 to June 16. Saks is also hosting a private Pride-themed variety night with Stonewall Inn Gives Back Initiative at Le Chalet at L’Avenue at Saks on June 8. This is the fourth consecutive year that Saks has supported the LGBTQ+ non-profit.

May 31, 2022: Prepared meal delivery service Freshly and Asics are collaborating to create a range of dietician-designed meals with a goal of helping optimize the performance and recovery of runners. According to a statement, the Freshly and Asics meal plans will feature an array of meals made with clean, whole-food ingredients to let runners skip marathon meal-prep in order to focus on the run ahead. There will be three meal plans — pre-race (carb-supercharged with less fat and fiber), post-race (featuring moderate levels of protein and carbs) and sustainable wellness (which are carb- and calorie-conscious) — and runners can select the plan or plans that best fit their training needs. The companies said runners will receive an auto-populated cart with the corresponding meals that are curated by Freshly’s in-house nutritionist, which are ready to eat in three minutes or less. The meal plans are available now for a limited time via Freshly.com/asics.

May 31, 2022: Lululemon has added two track-and-field athletes as ambassadors: Olympian Tara Davis and Paralympian Hunter Woodhall. According to Lululemon, Davis and Hunter — a duo the brand has called “a united force on and off the track” — will use their commitment to being role models for inclusivity and mental health to show that running is not solely about competition and that it can be powerful in creating and uplifting communities, and bettering yourself.

May 24, 2022: Clarks Originals has released a new documentary short, “Soles of The City.” Directed by Set Free Richardson, the short film features first-person accounts from cultural icons such as April Walker, Ronnie Fieg, Futura, Dave East, Ghostface Killah and Raekwon, as they describe their introduction to the Wallabee and how the classic Clarks style became synonymous with hip-hop in its most formative era. Tracing the emergence of the brand’s relevance to its popularization among Jamaican immigrants arriving in the U.S. during the late ‘70s and early ‘80s, the film goes on to illustrate the deep-rooted connection between the sneaker-alternative and the formation of new communities defined by resilience and forged identity. First introduced in 1967, the Wallabee has an enduring legacy and ties to many different sub-cultures and countercultures throughout its history. While hip-hop established itself as more than just an underground phenomenon, the Wallabee became the uniform for artists like Run DMC, Slick Rick and KRS1 who wanted to stay true to the genre’s Caribbean diaspora roots. The ‘90s saw an explosion for the style in New York and on the hip-hop scene, largely thanks to the adoption by Staten Island’s Wu Tang Clan.

May 19, 2022: Fila has entered into a sponsorship agreement with 26-year-old tennis star Barbora Krejcikova, the No. 2 ranked player on the WTA Tour. Krejcikova, the 2021 French Open champion, is back on the court May 19 as she starts here defense of her women’s singles tennis title in Paris, wearing Fila’s new Center Court Collection. Krejcikova was also the 2021 French Open women’s doubles champion, hitting the court with Kateřina Siniaková. Krejcikova’s most recent Grand Slam singles result was making it to the quarter finals at the Australian Open in January. “Barbora has made incredible strides to elevate her game over the last few seasons,” Fila global chairman Gene Yoon said in a statement. “Her rise to a top 5 ranked player in singles and doubles has been both impressive and inspiring, as she has worked to cement herself among the WTA’s top stars. We are thrilled to welcome Barbora to the FILA family, as we continue our legacy of sponsoring champions on and off the court.”

May 9, 2022: Mr Porter has launched a year-long campaign that “seeks to re-establish its core values by taking stock of where the brand is, reflecting on the progress made in the last 11 years and looking boldly ahead to the future,” the online fashion retailer said on Monday. Called “Discover Mr Porter,” the campaign, which spans across three short films, focuses on the themes of belonging, identity, and exploration. According to the e-tailer, the ambition of the campaign is to celebrate today’s modern world and embrace its complex makeup, while showcasing Mr Porter not only as a style destination, but as a place of discovery and self-expression. “The beauty of ‘Discover Mr Porter’ is that each film will mean something completely different to each person,” Ben Palmer, creative director at Mr Porter, said in a statement. “Across the three films, the campaign evokes our core pillars and signifies a pivotal moment in Mr Porter’s evolution, allowing people to discover and rediscover our brand in a refreshed light.”

May 5, 2022: Malone Souliers has released its spring/summer 2022 runway collection campaign inspired by the color-soaked travel photography and dazzling jet set style of the 1960s and ‘70s. The images showcase the runway collection against a leisurely backdrop of candy-striped lounge chairs, neon pool floats, and shimmering blue waters. Vivid hues, lightweight constructions and translucent textures are key themes in the collection. New mule styles Clio and Joella are made to grab attention, burning bright in neon orange mesh and hot pink PVC. The color story continues in its square toed Frida sandal, now reimagined with a series of playful chevron and multicolor elastics drawn from the brand’s archive for a zero-waste approach. Several signature styles also make a return, including the Savannah lace-up pump, now in a purple snake-print elaphe leather. Meanwhile, the bestselling Norah, featuring its signature curved silhouette and cross-strap details, is now available for the first time as an 10mm flat. The Malone Souliers spring/summer 2022 runway collection is now available on Malonesouliers.com and in its 19 Mount Street boutique in London.

April 28, 2022: Puma has revealed its “For All Time” marketing campaign, an effort that highlights its legacy as a classic sneaker brand and “examines the meaning of the word classic through products, content and impact.” The brand tapped a group of culture influencers “who have shaped the sneaker game over the last 50 years” to pull this off, dubbed “The Collective,” and tapped Puma basketball and classics creative director Jay-Z and Emory Jones of Roc Nation as executive producers. For the effort, Puma said “The Collective” members will highlight various classic sneaker via interviews, creative content and product designs “that help define both what it means to be a classic and what it means to have timeless influence.” What’s more, each member will select a rising member of the next generation of soon-to-be classic influencers within their fields and support their work via financial grant, mentorship and promotional support. Puma said “The Collective” will share personal stories of growth and development, as well as the story of their personally selected member, over the next seven months, and new content via advertising, web content and social media will be released each month. “The Collective” includes Jones, designer and Puma creative director June Ambrose, Dapper Dan, director and videographer Hype Williams, NBA icon Walt “Clyde” Frazier, designer Rhuigi Villaseñor, creative consultant Mike “Upscale Vandal” Camargo and photographer Lenny Santiago (the visual director of still photography for the campaign).