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].

Oct. 27, 2022: Duke + Dexter has released its autumn/winter campaign. Titled “Right to Roam,” the brand tests out its newest collection outside in the elements in Scotland. “This winter, we took human instinct and removed all figurative boundaries, welcomed some of the brand’s closest friends, laced AW22’s footwear collection on-foot and hightailed it up to the picturesque Scottish Highlands for four days of hiking, exploring and open water swimming,” the company said in a statement. Styles highlighted in the campaign include the collaborative Fracap hiking boot, the Wilde penny loafer, and both the Christie and Ritchie sneakers.

Oct. 25, 2022: Nobull has added British track-and-field athlete Jessie Knight to its ambassador roster. Knight, a decorated athlete who competed at the Tokyo Olympics, is currently ranked 14th in the world in the 400 meters hurdles. Aside from her athletic career, Knight is a primary school teacher. Her love of sport and teaching, Nobull said, made a partnership with Knight attractive. Nobull’s athlete roster is strong and includes the likes of NFL standout Mac Jones, CrossFit Games champion Tia-Clair Toomey and several others. The addition of Knight is Nobull’s latest effort to expand globally, specifically in the UK and Europe, after delivering several activations and events in the European market. Next year, Nobull said it will open a community-focused concept store at the new Battersea Power Station in London that will “seamlessly blend equal parts of shopping, café, town hall and functional training space.”

Oct. 24, 2022: Snipes has revealed its Snipes Young Geniuses program, which is an effort created to increase access to and participation in higher education for youth from underserved communities. It will kick off with Snipes Young Geniuses: Innovation Lab, which is a creator’s space that will teach students design and technical skills to create a more diverse and inclusive footwear industry. With this initiative, Snipes said it will partner with the mobile innovation lab STE(A)M Truck for an eight-week curriculum for the program, and the first lab will launch on Oct. 24 in Atlanta and will target high school students in the greater Atlanta metropolitan area. The lab will focus on the fundamentals of footwear design and innovative technology, including sneaker construction and deconstruction, entrepreneurship in the sneaker industry, computer design and 3D printing, consumer interaction and engagement, and more.

Oct. 13, 2022: Tom Brady’s namesake apparel brand Brady has inked a new partnership with star college athlete Shedeur Sanders, quarterback for the historic Jackson State University (JSU) Tigers. As part of the partnership, Sanders will have input on everything from product development to wear testing and will be outfitted in Brady clothing for his upcoming games and throughout the fall season. The son of NFL Hall of Famer Deion Sanders, the quarterback seized headlines across the country when he made the decision to de-commit from Florida Atlantic University and instead attend JSU in support of HBCUs. “I’m so excited to work with the Brady team,” Sanders said. “Tom has been a longtime mentor to me, both on and off the field and I’ve been a fan of his apparel brand since its inception, so this partnership feels like a natural next step. I couldn’t be more grateful and excited to join the list of world-class athletes that represent the brand.”

Oct. 7, 2022: Converse has tapped more than 20 different creatives from around the world for a new film series. Called “Create Now. Create Next,” the new campaign features the talents of musician and actor Vince Staples, DJ and producer Honey Dijon, Canadian basketball player Shai Gilgeous-Alexander, hardcore punk band Turnstile, and British hip hop duo A1 x J1 among others, each person shares their artistic vision through a series of 20 individual, six-second films. In the spirit of experimentation, Converse also enlists longtime partner, Tyler, The Creator to serve as executive music producer for the campaign. As part of his role, he draws from his own archive to present an exclusive instrumental arrangement to serve as the soundtrack for the long form versions of the film in the campaign. What’s more, a playlist of 10 tracks from the campaign – spanning beats from hip hop, rap, afro punk, Latin, Indian, K-pop, and punk – is available on Converse’s Spotify channel.  Converse will also be showcasing musicians and highlighting music from some of the 6 second versions of the campaign on Tik Tok.

Oct. 5, 2022: Fendi has released a new video featuring French footballing legend and Real Madrid star Karim Benzema, who was tapped in September as the Italian luxury brand’s new ambassador for its “Faster” sneaker. With over 50 million followers on Instagram, Benzema “embodies the progressive spirit of the Maison’s latest sneaker design,” Fendi said in a statement, citing the player’s recent naming of the UEFA Men’s Player of the Year. Featuring technical fabrics and high-end athletic touches, the made in Italy sneaker features details like an embossed “FF” motif on the sides, corrugated running soles with “FF” on the toes and white “FF” fabric inserts. The new Fendi Faster sneaker, part of Fendi’s fall/winter 2022 collection, is now available on Fendi.com in a range of colors.

Oct. 4, 2022: Off-White is teaming up with Italian football club AC Milan as its official style and culture curator. As part of the deal, Off-White will provide clothing for the men’s and women’s teams, with the former wearing their new official outfits for the first time in their Champions League away match in London this week. According to the brand, the new uniforms advocate for “wearing your heart on your sleeve” with a new “I Support” patch on the left sleeve of the uniform’s jacket. The “I Support” pledge debuts in an original video that joins voiceover narration by current AC Milan’s men’s and women’s players with iconic football objects tagged with “I Support” statements. Matching actions to words, the ongoing partnership will also include community activations and projects to support Fondazione Milan, AC Milan’s charity foundation. Through its “Sport For Change” program, Fondazione Milan works to provide young people — especially the most vulnerable and those in poverty — the opportunity to grow and develop their talents.

Sept. 27, 2022: Merrell chief marketing officer Janice Tennant has won the Marketing Leader of the Year Award by the Women in Content Marketing Awards (WICMA), the brand announced today. The award, according to Merrell, recognized the “exceptional content marketing contributions made by Tennant, and how she has used her voice to inspire and lead others in the industry.” Since joining Merrell in June 2020, the company said Tennant tasked her team with building an agile market strategy to grow market share within her first 60 days. Merrell also said Tennant was responsible for an aggressive digital and direct-to-consumer strategy, which included the development of a strategic roadmap to double its e-commerce business within a year. From a campaign perspective, she led Merrell’s “More Less” effort created to confront “the gimmicks and endless chase of the women’s self-care market” by encouraging people to get outside and get moving. Tennant, according to Merrell, has also worked to enforce its mission to make the outdoors more inclusive by launching a social accountability task force “committed to amplifying diversity and social justice within the company and broader outdoor industry.”