Mbappe just walked away from a lifetime Nike deal for equity at On Running, and Thierry Henry has been quietly running the football strategy behind it since 2025. Meanwhile, Lily Reinhart built a viral press tour for The Love Hypothesis with basically no help from Amazon, then Amazon showed up after she hit 1.7M impressions on her own. Four stories this week about which brands are staying ahead and which are reacting too late. Timestamps 0:00 Intro 1:19 Mbappe, On Running, and Nike's brand crisis 19:03 Lily Reinhart's method dressing press tour 37:24 Netflix, A24, and the streaming wars 56:51 Xbox CEO Asha Sharma goes undercover in customer support 1:05:07 Takeaways 1:10:43 Wrap About Danielle Danielle Messler, head of marketing at Captivate Talent and content strategy practitioner. Fine her at https://www.daniellemessler.com/ and on X @danielleismessy

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