💥 Brand
Ro x Serena Williams: Ro (a telehealth company) has teamed up with Serena Williams to launch a campaign normalizing GLP-1 meds.
The Zero Proof x SoulCycle: The Zero Proof (NA beverage curator) has partnered with SoulCycle for a Hamptons pop-up from August 26 to September 2.
Chomps Protein Pit Stop: Chomps hosted a back-to-school pop-up in Austin styled like a retro gas station. Over 1,000 people stopped by to grab protein snacks, branded swag, and even car clean-ups
Paula's Choice x Women’s Rugby World Cup: Paula’s Choice (skincare brand) is now an official partner of the 2025 Women’s Rugby World Cup
Life Time adds coworking spaces: Life Time gym is adding coworking lounges. It now has 55 locations where members can train, shower and log on to work, with more than 30 new spaces on the way in the US.
Alo x Joe Burrow: Alo has partnered with QB Joe Burrow for the launch of its Conquer Collection, securing Alo’s push beyond yoga into performance.
❤️🔥 Culture
Photo by: L’Appartement 4F
Food media brand Tipster is hosting the first NYC Bakery Run on September 21.
This half marathon kicks off in Bushwick and weaves through Brooklyn and Manhattan with pastry pit stops at 8 of the city’s best bakeries (you’ve probably seen them on your FYP)!
Participants will be selected by lottery, with 100 spots open, raffled off in pairs.
WNBA Star Caitlin Clark
Caitlin Clark (Indiana Fever) is now officially a Nike signature athlete, joining an elite group of players with their own logo and product line. Being a signature athlete goes beyond sponsorship, it means Nike is building a collection around her identity, with her “CC” logo at the forefront. The first T-shirt drops September 1, with the full apparel line debuting October 1 and footwear set for 2026.
Photo by: Empowered Yoga
LA launches “Boutique Fitness Loyalty Month” starting in September, mirroring NYC’s Gym Loyalty Month which is this month. Boutique studios across Los Angeles are banding together to push a direct booking movement, urging clients to bypass third-party platforms like ClassPass. The initiative includes in-studio perks, community workouts and more, designed to reclaim revenue and community from algorithms.
✨ Drops
AG1 launches AGZ, a new nighttime drink made without melatonin. It’s formulated with ingredients like magnesium, ashwagandha, and valerian, aimed at supporting sleep and recovery.
She’s The Sauce launches protein condiments, debuting Honey Mustard and Creamy Ranch that are low-calorie, sugar-free, and packed with protein and fiber.
Neap launches Protein Gel, a low-calorie pouch delivering 20g of collagen protein in 80 calories, the first of its kind on the market.
Tonal launches refurbished products, making its at-home strength training system available at a lower price point.
ThingX launches the Nuna Smart Pendant, an AI wearable designed to track emotional states through subtle cues like breath, tone and movements.
Liquid I.V. launches Energy Multiplier Sugar-Free, a hydration energy stick with 100 mg natural caffeine, zero sugar or artificial sweeteners, plus electrolytes.
Virtuagym launches Max AI Coach, an in-app assistant designed to help trainers program workouts and nutrition plans for clients.