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  • Collaboration is the new endorsement
  • Collaboration is the new endorsement
    Nike x FKA Twigs (2017) ©
SIGNAL

Collaboration is the new endorsement

Celebrity endorsements are old hat, but digitisation has bred a discerning consumer that demands transparency, leaving these partnerships feeling inauthentic. Instead – as seen in Nike and FKA Twigs’ ‘Do You Believe in More?’ – brands and celebrities are ‘collaborating’.

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