Welcome back…. to another HYPER edition. This week Oren broke down his April product favorites, while Clayton discussed the topics the mainstream menswear media is too afraid to broach.

This week we’re debuting the fourth episode in our ongoing series with Air, speaking to our friends Dara Denney and Ashwinn Krishnaswamy about the state of marketing in 2025.

Enjoy!

Marketing Operations in 2025

Marketing has never been more overwhelming than it is today.

Brands are expected to be everywhere, make content constantly, and keep up with a cultural pace that never slows down. But the reality is—most teams are flying blind.

They’re stretched thin, operating without clarity, and reacting more than they’re building.

In Episode 4 of our video series with Air, we’re breaking that down—and offering a better way forward.

We get into:

• The state of marketing ops in 2025

• Why velocity matters more than volume

• How to prioritize channels, goals, and ownership

• What ON Running and Jacquemus are doing differently

• How we’d build a marketing function from the ground up

We also put together a Marketing Strategy Toolkit—a resource to help your team set structure, assign ownership, and align your programs to what really matters.

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Watch Episode 4

If your team’s trying to do everything and struggling to do anything well—this one’s for you.

PS — we got a marketing strategy toolkit on YouTube for those who are interested in working with their teams on it.

Guangzhou Next Week

Oren is headed to China for Canton Fair, if you will be there the initial events on Thursday are full, but Crease Group is doing VIP tours of fabric and print facilities May 2nd, 3rd and 4th - if you’re headed to Guangzhou, you can fill out the form here for access.

CANTON FAIR EVENTS

The Campaigns of 2025

Oren goes through the best (and worst) marketing of 2025 so far

From Our Bookmarks

AdLand has been kept alive.

Vacations sku expansion and extension into beauty retail will be studied.

Hit us up if you have a line on the Ferrari phone.

Harry’s rebrands for the ALD generation.

Amiri treating a new packaging debut as it should be treated, with its own dedicated, conceptual content.

Hyper Reports

Check out our market reports. We spend many hours researching markets, categories, and brands & products within the consumer space so you don’t have to.

• The guide to making great Merchandise — HERE — a guide to finding and producing your own merch

• Reports on Running, Golf, and Tennis — HERE — a guide to each sport, the market opportunities, and how to launch your own brand

Inquiries? Shoot us a note here: [email protected]

We’d love to chat!