People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

SKIMS has struck a multi-year partnership deal with the NBA as the organization’s first underwear sponsor. The move is the latest in a long line of cross-industry collaborations as the worlds of fashion and sports grow increasingly intertwined in attempts to reach fresh audiences.

According to research, Gen Zers watch more anime than they do football, pointing to a growing generational disconnect in sports fandom. Young people are engaging deeper with new forms of media, and brands are looking to movements like anime to appeal to Gen Z sensibilities.

The expansion of anime in America and its eye-catching style has moved it from being an underground niche subculture to a genre that has far-reaching influence and appeal. As it begins to be accepted in mainstream US culture, who are the new American anime fans that are spurring its growth?

Fresh off its Netflix reboot,Sailor Moon's timeless and nostalgic appeal is resonating with Gen Z audiences. As traditionally feminine tropes, aesthetics, and storylines are reworked into modern media and entertainment, how are brands shifting their outlooks to stay relevant?