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Culture of Sport

David Skilling
Tens of paid subscribers

Independent stories and analysis exploring sport, culture, business and marketing.

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Substack
PricingFreemiumPublishesDaily
Issues202Founded2 years agoLast Issue4 days ago
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Latest Issues

McLaren Has 60 Years of F1 History. Fashion Is Finding New Ways to Use It

Contact here for Advertising & Partnerships // Support the newsletter here.

Image: Jason Lloyd photography, McLaren Racing

Written by David Skilling

The first time I walked into the McLaren Technology Centre, I wasn’t there covering the...

4 days ago
10

Why Do Some Sports Marketing Partnerships Just Work?

Sport looks very different today than it did even ten years ago.

Football shirts are fashion; Formula 1 has moved deeper into luxury, music and entertainment, and athletes are building businesses alongside their careers. Fashion designers...

7 days ago
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A$AP ROCKY × PUMA × FORMULA 1: WHY PUMA MADE A CREATIVE DIRECTOR, NOT AN AMBASSADOR

Puma gave A$AP Rocky responsibility for product, campaigns and F1 activations, using cultural talent to influence the work itself instead of simply amplify it.

Puma made A$AP Rocky Creative Director for its Formula 1 partnership in October...

9 days ago
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Paid

ON × FEDERER, LOEWE AND ZENDAYA: HOW ONE BRAND USES DIFFERENT PARTNERS FOR DIFFERENT JOBS

On uses Roger Federer for sport and product credibility, Loewe for luxury design and Zendaya for broader cultural reach across film, fashion and lifestyle.

Roger Federer, Loewe and Zendaya each occupy a different role inside On’s brand wor...

9 days ago
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ADIDAS × WALES BONNER × JAMAICA: HOW CULTURAL CREDIBILITY SHAPED A FOOTBALL KIT

Wales Bonner’s existing relationship with Jamaican culture gave adidas and the JFF a more credible foundation for a national-team football collaboration.

Adidas gave Wales Bonner the first Jamaica kits of its new federation deal in 2023. T...

9 days ago
2
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  • David Skilling

    Unpacking the culture and business of sport. Covering Football (Soccer), Formula 1, Boxing, NBA, Golf, and brands in sport.

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