What becomes premium when content becomes infinite? The subject of AI, slop and connecting with consumers in 2026 was the hot topic at my last lecture to students at Loughborough University.

For years the sporting goods industry has been defined by one question: Nike vs adidas. But that framing is starting to look outdated. The global sporting goods market is entering a new phase of competition.

WVN, the Amsterdam-based creative agency, and The Solo House, a premier production company based in Bologna, today announced a strategic partnership designed to reshape how brands engage with audiences across sport, fashion, sustainability and design innovation.