Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Generation Sell

Gen Z (born 1997-2010)

North America

United States

Citizenship

Careers

Media and Entertainment

Sports

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.