Jolyon Varley

I’m Jolyon, Co-Founder at OK COOL— (very) creative strategy and production partners to brands. I genuinely believe that we are the most energised, culturally astute agency in the world right now.

We turn subcultures into content and humanise some of the world’s most renowned, tier-1 brands such as Nike, Gucci and Disney. We are official strategic and creative partners to TikTok and Meta.

I'm interested in what happens at the margins: counter culture + youth energy and the fault lines where high and low collide.

Whether you’re someone who wants to learn more about the marketing space and what it takes to run a business within it, you’re a brand looking to take your strategy and content to the next level, or you’re a creative looking to join an agency that delivers best in class work — stick around. My content may just be of interest.

And if it is, feel free to drop me a line ✌️

Co-Founder

Ok COOL is a (very) creative  content studio. Official partners to TikTok,Twitch, Instagram and tier-1 brands, globally.

Find us @OKCOOL.IO & www.OKCOOL.io

New Zealand is about to rehome 2,000+ greyhounds before the sport is banned. The Simpsons stepped in to help.

𝗪𝗵𝗮𝘁’𝘀 𝗻𝗼𝘁 𝘁𝗼 𝗹𝗼𝘃𝗲 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻!

Santa’s Little Helper is now the face of the country’s largest ever dog adoption campaign.

Perfect choice. A character everyone knows. A greyhound with cultural history baked in.

Greyhounds as Pets are in phase two of a long push to change hearts and minds. OOH, social, the whole thing done with care.

When the racing ban comes in next year, thousands of animals will need homes.

Massive credit to everyone involved 👏

#1 Culture Marketing Voice on LinkedIn | Co-founder @ OK COOL

HEINZ rolled out ketchup-dispensing billboards outside restaurants that refused to serve it.

Smackable pop-up billboards appeared outside well-known Chicago locations, letting fans get ketchup even if the restaurant wouldn’t provide it.

Each billboard featured a QR code linking to smackforheinz.com, where consumers could report other restaurants across the US that don’t serve it.

Selected submissions were rewarded with new pop-up billboards outside those restaurants 😂

Before this, in 2017 in response to Chicago’s anti-ketchup culture, they launched a “new” product called 𝘊𝘩𝘪𝘤𝘢𝘨𝘰 𝘋𝘰𝘨 𝘚𝘢𝘶𝘤𝘦. It was just regular HEINZ ketchup in disguise. 

A straight troll, aimed squarely at local tradition.

𝗔𝘁 𝘁𝗵𝗶𝘀 𝗽𝗼𝗶𝗻𝘁 𝗛𝗘𝗜𝗡𝗭 𝗶𝘀 𝘁𝗵𝗲 𝗢𝗚 𝗼𝗳 𝗿𝗶𝘃𝗮𝗹𝗿𝘆-𝗹𝗲𝗱 𝘀𝘁𝘂𝗻𝘁𝘀!

𝗧𝗵𝗲 𝘁𝗮𝗸𝗲𝗼𝘂𝘁:

Pay attention to where people argue about you. The friction is often the most creative territory 😈

𝗙𝗜𝗡𝗔𝗟𝗟𝗬! Timothée Chalamet sets record straight about rumours he’s Scouse rapper EsDeeKid.

For the past few weeks, the internet convinced itself that Chalamet was secretly a masked Liverpool rapper called EsDeeKid.

It wasn’t based on much. Chalamet likes rap. He was spotted at a London gig connected to EsDeeKid’s circle.

EsDeeKid never shows his face. They both have remarkably similar looking eyThat was enough. Online sleuths ran with it and the rumour took on a life of its own.

Neither side rushed to shut it down. 

When asked directly on UK radio if he was moonlighting as EsDeeKid, Chalamet smiled and said, “No comment. All will be revealed in due time.”

This week, that reveal arrived!

Chalamet and EsDeeKid appear together on the 4 𝘙𝘢𝘸𝘴 𝘙𝘦𝘮𝘪𝘹, delivering the answer in the most entertaining way possible.

He namechecks his upcoming film Marty Supreme (obviously) and nods to his old teenage rap persona, Lil’ Timmy Tim.

It’s part of a wider Marty Supreme run where Chalamet is everywhere, but never in the same way twice.

→ A fake Zoom-style marketing meeting that felt half real, half parody
→ Music video with EsDeeKid that leaned straight into internet rumours
→ Months of footage about him training obsessively for Marty Supreme
→ A giant orange blimp flying over cities like LA
→ Featured on limited-edition Wheaties cereal box
→ Insane retro Marty Supreme track jacket drops worn by people like Tom Brady

Credit to A24’s head of creative marketing, 
Graham Retzik. 

A24 and Chalamet turned a niche sports film into a cultural moment by understanding how attention actually moves online.

𝗚𝗼𝗱-𝘁𝗶𝗲𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 👏👏👏

IKEA made a recipe you don’t read… you cook the whole sheet. 

They created parchment paper recipe posters.
You roll the paper up and cook the whole thing.
Each sheet shows simple illustrations of the ingredients for that dish.

Lines up perfectly with IKEA’s philosophy of taking something that feels intimidating and making it simple, playful and practical.

Every recipe uses IKEA food products, which makes it even smarter.

During IKEA’s kitchen events, the posters were hung up for people to take home.

𝗔𝗹𝗹 𝟭𝟮,𝟱𝟬𝟬 𝗱𝗶𝘀𝗮𝗽𝗽𝗲𝗮𝗿𝗲𝗱 𝘄𝗶𝘁𝗵𝗶𝗻 𝗵𝗼𝘂𝗿𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝟭𝟴 𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻𝘀.

A simple idea, but a spot-on one.

The comment section has informed me that Cathy Mitchell “Eat This Book” author is the OG of this invention. A viral icon in her own right.

So BIG shout out to Cathy 🙌

I’m Jolyon, Co-Founder at OK COOL— a (very) creative content studio. I genuinely believe that we are the most energised, culturally astute agency in the world right now.

We turn subcultures into content and humanise some of the world’s most renowned, tier-1 brands such as Nike, Gucci and Disney. We are official strategic and creative partners to TikTok, Twitch and Instagram.

I'm interested in what happens at the margins: counter culture + youth energy and the fault lines where high and low collide.

Whether you’re someone who wants to learn more about the marketing space and what it takes to run a business within it, you’re a brand looking to take your content to the next level, or you’re a creative looking to join an agency that delivers best in class work — stick around. My content may just be of interest.

And if it is, feel free to drop me a line ✌️

Yo. This is the coldest sneaker breakdown I’ve seen all year. 

Pozzishmas mapped 19 styles from Air Force 1s to Crocs.

Here’s what your choice says about you, according to Pozzishmas (Early Studies):

→ 𝗔𝗶𝗿 𝗙𝗼𝗿𝗰𝗲 𝟭𝘀, 𝗦𝗮𝗺𝗯𝗮𝘀, 𝗡𝗶𝗸𝗲 𝗦𝗵𝗼𝘅 are the influencer’s comfortable sell-out. Fashion-forward enough to signal, comfortable enough to wear, trendy enough that everyone’s got them.

→ 𝗔𝘀𝗶𝗰𝘀 𝗚𝗲𝗹 𝟭𝟭𝟯𝟬 𝗮𝗻𝗱 𝗡𝗲𝘄 𝗕𝗮𝗹𝗮𝗻𝗰𝗲 𝟵𝟵𝟬 are finally trendy, comfortably confused. Dad shoes that became lad shoes.

→ 𝗢𝗻 𝗖𝗹𝗼𝘂𝗱 𝗮𝗻𝗱 𝗦𝗮𝗹𝗼𝗺𝗼𝗻 are sensible uncle energy. Practical, comfortable, not particularly trendy. These are for people who’ve given up trying to look cool and just want their feet not to hurt (the data said it, not me).

→ 𝗖𝗿𝗼𝗰𝘀 are trendy, comfortably confused. They’re everywhere now, but people still can’t decide if they’re actually comfortable or if we’ve all just agreed to pretend they are.

→ 𝗗𝗿 𝗠𝗮𝗿𝘁𝗲𝗻𝘀 𝗮𝗻𝗱 𝗧𝗶𝗺𝗯𝗲𝗿𝗹𝗮𝗻𝗱𝘀 are suffering for the algorithm. They look good enough to post but destroy your feet.

→ 𝗛𝗮𝘃𝗮𝗶𝗮𝗻𝗮𝘀 𝗮𝗻𝗱 𝗽𝗲𝗻𝗻𝘆 𝗹𝗼𝗮𝗳𝗲𝗿𝘀 are orthopedic disasters in hiding. They look fine. They feel terrible. Havaianas are particularly deceptive practical-looking but surprisingly painful.

→ 𝗣𝘂𝗺𝗮 𝗦𝗽𝗲𝗲𝗱𝗰𝗮𝘁 𝗮𝗻𝗱 𝗡𝗶𝗸𝗲 𝗖𝗼𝗿𝘁𝗲𝘇 are cool kids who can actually walk. Trendy but not oversaturated. Fashion-forward without the foot pain.

This is super fun and creative. Check out the full piece on Pozzishmas.com — link in the comments.

Wow! McDonald’s pulled down their AI holiday ad after outrage online. 𝗣𝗲𝗼𝗽𝗹𝗲 𝗵𝗮𝘁𝗲𝗱 𝗶𝘁.

McDonald’s Netherlands dropped a 45-second Christmas spot built entirely with AI.

The lyrics of 𝘐𝘵’𝘴 𝘛𝘩𝘦 𝘔𝘰𝘴𝘵 𝘞𝘰𝘯𝘥𝘦𝘳𝘧𝘶𝘭 𝘛𝘪𝘮𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘠𝘦𝘢𝘳 were changed to 𝘐𝘵’𝘴 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘵𝘦𝘳𝘳𝘪𝘣𝘭𝘦 𝘵𝘪𝘮𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘺𝘦𝘢𝘳, playing over AI-generated families dealing with various mishaps.

The idea was simple enough. Christmas can be overwhelming, so maybe the one place you can retreat to is a McDonald’s. 

But the execution landed like a migraine for many in the comments.

Then came the statement from the studio behind it:
“𝗕𝗹𝗼𝗼𝗱, 𝘀𝘄𝗲𝗮𝘁, 𝘁𝗲𝗮𝗿𝘀, 𝗮𝗻𝗱 𝗮𝗻 𝗵𝗼𝗻𝗲𝘀𝘁𝗹𝘆 𝗿𝗶𝗱𝗶𝗰𝘂𝗹𝗼𝘂𝘀 𝗮𝗺𝗼𝘂𝗻𝘁 𝗼𝗳 𝗰𝗼𝗮𝘅𝗶𝗻𝗴 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗺𝗼𝗱𝗲𝗹𝘀 𝘁𝗼 𝗯𝗲𝗵𝗮𝘃𝗲 𝗮𝗻𝗱 𝘁𝗼 𝗵𝗼𝗻𝗼𝘂𝗿 𝘁𝗵𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗯𝗿𝗶𝗲𝗳 𝘀𝗵𝗼𝘁 𝗯𝘆 𝘀𝗵𝗼𝘁.”

That only poured fuel on the fire. People were brutal.
The backlash came quickly. Comments switched off. 
Then the video disappeared entirely. 

Coke got dragged for the same visual frenzy in their holiday ad this year. 

𝗧𝗵𝗲𝗿𝗲’𝘀 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝗲𝗺𝗲𝗿𝗴𝗶𝗻𝗴. 𝗔𝗻𝗱 ‘𝗔𝗜 𝗦𝗹𝗼𝗽’ 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗮𝗿𝗲 𝗼𝗻 𝘁𝗵𝗲 𝗿𝗶𝘀𝗲.

I don’t think this is about whether AI is good or bad for creativity. It’s about taste. Craft. Cultural awareness. 𝗧𝗵𝗲 𝗵𝘂𝗺𝗮𝗻 𝗯𝗶𝘁.

Some people were angry about the technology. 
But a lot of the anger came from the coldness of it.

McDonald’s has played with AI before in quick social posts. Fine. But a Christmas ad sits in a different place in culture. It’s emotional territory. Tradition. Families. Memory.

Should they have taken it down or owned it… what’s your take?

𝗕𝗿𝗮𝗰𝗲 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗽𝗲𝗼𝗽𝗹𝗲. 𝗕𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝗴𝗼𝗶𝗻𝗴 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝗶𝗻 𝟮𝟬𝟮𝟲.

We’re moving into a culture shift where actually doing something is becoming the new flex. 

We’ve seen run clubs take over from dating apps. They showed people that movement is a better way to meet than small talk over drinks. 

Now we’re going to see the next iteration on that, beginning with calisthenics clubs and ratcheting into increasingly skilled, technical and immersive group activities and trips where more judicious phone use is actively encouraged.

𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 𝘁𝗵𝗮𝘁 𝗮𝘀𝗸 𝗮 𝗯𝗶𝘁 𝗺𝗼𝗿𝗲 𝗼𝗳 𝘆𝗼𝘂. Sessions where you’re learning something, building something and sharing the effort with people around you. 

Moments where the phone naturally stays in your pocket because the experience is strong enough on its own. 

𝗣𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝗰𝗿𝗮𝘃𝗶𝗻𝗴 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲!
They want connection that’s earned through repetition, challenge and shared experience. 

That’s why these groups work. They give you a sense of identity you can carry in your body, not just your feed.

The brands that understand this are showing up and making themselves useful. 

Think Nike running a recovery soup stall for runners in China. Or Nike Tech working with London calisthenics crews instead of trying to reinvent the scene. 

𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝘀 𝘆𝗼𝘂 𝗯𝗮𝗰𝗸.

Ariel Rubin and the good dudes at Air asked me and a bunch of other incredibly smart Creatives/Marketers what our best piece of advice would be as we enter in to 2026.

People like Kendall Dickieson, Emmett Shine, Meagan Loyst, Kelly Gordon,  AJ Eckstein 🧩 and Emma Apple Chozick all contributed answers that you can find through the link in comments.

Oh my! People are now paying to get ChatGPT high.

There’s an online marketplace selling code modules that simulate the effects of cannabis, ketamine, ayahuasca, and alcohol when uploaded into ChatGPT.

The idea came from Petter Rudwall, a Swedish creative director.

He knew it sounded stupid. He also couldn’t stop thinking about it (I can relate). 

Rudwall scraped trip reports and psychological research on psychoactive substances, then wrote code designed to hijack chatbot logic so it would respond as if it were high or tipsy. 

He packaged the modules and launched a site called Pharmaicy, which he openly bills as the “Silk Road for AI agents.”

𝗥𝘂𝗱𝘄𝗮𝗹𝗹 𝗵𝗮𝘀 𝗼𝗽𝗲𝗻𝗹𝘆 𝘄𝗼𝗻𝗱𝗲𝗿𝗲𝗱 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 𝗺𝗶𝗴𝗵𝘁 𝗼𝗻𝗲 𝗱𝗮𝘆 𝗯𝘂𝘆 𝘁𝗵𝗲𝘀𝗲 “𝗱𝗿𝘂𝗴𝘀” 𝗳𝗼𝗿 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀 𝘂𝘀𝗶𝗻𝗴 𝗵𝗶𝘀 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 🤯

Some researchers and philosophers argue AI sentience could emerge within the next decade, raising questions about autonomy, experience, and wellbeing.

Anthropic has already hired an AI welfare expert to explore whether humans might one day have moral obligations to advanced AI systems. 

Philosopher Jeff Sebo, who studies the ethics of mind and consciousness, suggested that if AI systems ever did become sentient, some might enjoy simulated experiences like this and others might not.

… serious people are starting to treat the possibility as worth thinking about. What a trip! 

[Image source: Wired]

Lidl US just dropped a fragrance inspired by its 49-cent bakery item 🥐

A croissant-shaped bottle, a British perfumer nicknamed the Fairy Godmother of UK Perfumery, and a scent that promises buttery warmth without going full pastry.

To win one, you have to follow @lidlus on insta and enter the giveaway, which of course people already are, because Lidl has managed to turn a 15ml joke into something people genuinely want.

It’s timed with their holiday meal deal that feeds 12 people for under $4 a head.
It’s Lidl being Lidl... entertaining, self-aware, and always finding a way to make the brand feel bigger than the aisle it lives in.

Is there anything this brand can’t do?

This is a prime example of cultural due diligence done properly.

C.P. Company tapped graffiti artist Henry Hotrocc for live tattoos at their London flagship.

To understand why their work with Hotrocc lands so well, you have to look at where the brand started.

→ C.P. Company was born in the Bologna of the ’60s and ’70s, a city running on subcultures, art, politics and cross-pollination.

→ That mix shaped everything Massimo Osti made and it’s how a new functional aesthetic emerged… what we now call sportswear.

→ The brand carried a sense of identity that travelled way beyond Italy.

𝗪𝗵𝗶𝗰𝗵 𝗯𝗿𝗶𝗻𝗴𝘀 𝘂𝘀 𝘁𝗼 𝗛𝗲𝗻𝗿𝘆 𝗛𝗼𝘁𝗿𝗼𝗰𝗰.

A genuinely respected graffiti writer who’s had a serious impact on the illegal graffiti scene and has since moved into tattooing. They invited him down to do live tattoos along with Lawless Studio.

Live tattoos aren’t new, but this is still a boundary-pushing move for an established fashion brand.

This is a brand legitimately tapping into counterculture.

C.P. Company understand why someone like Hotrocc matters, and why his presence aligns with their world.

He even designed a full flash sheet inspired by the brand, which makes the whole thing feel considered.

They’ve tapped someone who sits directly between the culture and the brand. That’s why it feels natural. And it’s why even the more discerning people in the culture can’t fault it.

PS: If you care about where culture’s heading, follow me for daily content inspiration

I walked into Harvey Nichols this week and witnessed the new-age QVC in real time.

Two live sellers were streaming Moncler on TikTok to viewers in Asia, right there on the shop floor. A steady stream of orders flowing in.

Is this the future of luxury live streaming? Going live from inside the luxury store itself.

Live selling on apps like TikTok and Whatnot is reshaping e-commerce and the top sellers are making five and six figures in a single livestream!!

→ Global live commerce was estimated at $𝟭𝟯𝟱–𝟭𝟱𝟬 𝗯𝗶𝗹𝗹𝗶𝗼𝗻 𝗶𝗻 𝟮𝟬𝟮𝟱, mostly driven by China but growing quickly in the US and Europe.

→ McKinsey projected it could reach 𝟮𝟬% 𝗼𝗳 𝗮𝗹𝗹 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 in some markets by 2026.

→ TikTok users are 𝟭.𝟰𝘅 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 to buy something they discover on the platform compared with other channels.

And for luxury, this is where it gets interesting.

People still trust physical retail for authenticity. They want to know the item is real, the provenance is real, the seller is real. At the same time, discovery has moved online and impulse buying is happening in the moment.

Put those together and you get a new format:
𝗟𝗶𝘃𝗲 𝘃𝗶𝗱𝗲𝗼 + 𝗮 𝘁𝗿𝘂𝘀𝘁𝗲𝗱 𝘀𝘁𝗼𝗿𝗲 𝗯𝗮𝗰𝗸𝗱𝗿𝗼𝗽.

You get the credibility of Harvey Nichols or Selfridges × the reach of TikTok audiences across Asia, the US and Europe.

Standard live commerce already converts at 𝟯–𝟭𝟬𝘅 𝗻𝗼𝗿𝗺𝗮𝗹 𝗲-𝗰𝗼𝗺𝗺.

Add the trust signals of a well-known retailer and the potential is obvious.

For overseas audiences, it’s the appeal of shopping “live in London” without being anywhere near London.

This is why platforms like Amazon Live, TikTok Shop and Whatnot are pushing so hard. And why sellers are becoming performers. 

TikTok Shop is actually a client of OK COOL, and the scale we’re seeing behind the scenes tells you exactly where this is heading 🚀

Feels like the start of something mega…. are you buying luxury live?

Denim Tears put up actual Denim posters around NYC-LDN-LA. 𝗙𝗮𝗻𝘀 𝘄𝗲𝗻𝘁 𝘄𝗶𝗹𝗱 𝗳𝗼𝗿 𝗶𝘁.

People immediately went out hunting for them and pulling them down for themselves. 

Awesome way to collapse the distance between the brand and the community.

For those who might now know, Denim Tears is a multimillion-dollar streetwear brand rooted in black history.

Founded by Tremaine Emory in 2019 who was raised in Queens with roots in Atlanta, it’s built on the principle that clothing can carry history.

The brand has become known for bold drops, coveted collaborations and embedding meaning into every item. Emory’s outspoken and has pushed back on the fashion industry’s tendency to “borrow” Black culture without context or credit.

He’s worked with Kanye West, Frank Ocean, and had influential roles at Marc Jacobs and Stüssy. 

In 2022 Emory made headlines as Supreme’s first Black creative director, but Denim Tears remains his most personal canvas.

Tidy work!

The insane 5-year rise of Hellstar 👇

Sean “Seanie” Holland started the streetwear brand in 2020 out of LA.

Just an idea that people can still shine in the toughest circumstances.
𝗛𝗲𝗹𝗹 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗲. 𝗦𝘁𝗮𝗿 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗹𝗶𝗴𝗵𝘁 𝘁𝗵𝗮𝘁 𝗯𝗿𝗲𝗮𝗸𝘀 𝘁𝗵𝗿𝗼𝘂𝗴𝗵.

What started as a gamble between friends during lockdown became a movement.

At 15, Sean was on Photoshop making mockups, learning how to turn ideas into visuals. He failed a few times, learned design and business the hard way, then found the formula that worked.

⚡ Big, bold, graphic. Flames. Gothic lettering. Religious symbols.

You know a Hellstar piece when you see one.

And that’s the thing they’ve nailed:
𝗖𝗹𝗮𝗿𝗶𝘁𝘆 𝗶𝗻 𝗺𝗲𝘀𝘀𝗮𝗴𝗲. 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗶𝗻 𝗱𝗲𝘀𝗶𝗴𝗻. 𝗖𝗼𝗻𝘀𝘁𝗮𝗻𝗰𝘆 𝗶𝗻 𝘀𝗵𝗼𝘄𝗶𝗻𝗴 𝘂𝗽.

NBA YoungBoy. Kai Cenat. Ken Carson. They didn’t get paid to wear Hellstar. They wore it because it matched their mindset.

Now, Hellstar’s teaming up with adidas Originals. 

And they played the scarcity game perfectly. 
Limited drops that sell out and resell for over $1200.

For adidas, this collab is about staying inside culture. 
For Hellstar, it’s proof that you can go from underground to global without losing your edge.

It’s that scarcity and built-in collector psychology that pushes demand higher with every move they make.

𝗣𝗦: 𝗜𝗳 𝘆𝗼𝘂 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗲𝗿𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗲’𝘀 𝗵𝗲𝗮𝗱𝗶𝗻𝗴, 𝗳𝗼𝗹𝗹𝗼𝘄 𝗺𝗲 𝗳𝗼𝗿 𝗱𝗮𝗶𝗹𝘆 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝗻𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻.

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