The creative’s new AI toolkit

If there's something 2025 is showing us already, it's that as a creative you need assets for photo, email, social, video, web around the clock.

The demand for content has never been higher, but the process for designing, iterating, and refining it can be chaotic.

That’s where FLORA comes in.

Unlike most AI tools that are "slot machines" for generic content, FLORA is built for creatives who think in systems, not just outputs.

It helps you storyboard, mind map, and refine creative concepts in a way that actually scales.

Need to test a new visual direction? Refine a motion graphic? Map out a full-fledged brand system?

FLORA lets you do it all—faster, smarter, and with more control. No more scattered inspiration boards. No more endless tweaking.

Just a workflow that works.

FLORA is now open to the public. Get early access and start building your creative system today.

Quick note:

Hyper readers get 50% off on their first month using FLORA on either the professional or agency tier (code is FLORAPRO50).

Making sense of NikeSkims

The TL;DR

Yeah, yeah, yeah. Everyone’s been talking about it, so here are a couple of thoughts for you.

Nike’s partnership with SKIMS is a calculated move to regain cultural momentum and strengthen its positioning in the women’s market.

With rising competition from brands like Lululemon and Alo, Nike needs a fresh connection to female consumers, and SKIMS offers built-in credibility in that space.

For SKIMS, this deal is an opportunity to evolve beyond its core categories and tap into sportswear, much like Adidas did with Yeezy. Nike wins from SKIMS’ influence and branding, while SKIMS gains access to Nike’s scale and distribution.

This aligns with a broader trend of legacy brands leaning on culturally connected figures—similar to Louis Vuitton appointing Pharrell.

The real question is whether this partnership can meaningfully shift Nike’s market position with women or if it’s just a short-term buzz play.

Execution will be key.

Now that’s interesting 👀 

Taking a seemingly ordinary object or product and putting your flare into it has become an effective way of launching and growing your brand, especially when you start out with a hero product.

Squares & Things is a lovely independent designer doing this with seating and furniture in the UK, bringing back a childlike love of mixing doodles with furniture design.

Studio Ahead, a design practice, made this delightful “Sheep Speaker” to translate visual language into an immersive auditory experience.

We love this product because it rethinks how we engage with sound—not just as a technical output but as a deeply sensory experience rooted in nature, memory, and place.

By blending high-fidelity audio with tactile, sustainable materials and a curated live music series, it connects art, technology, and community in a way that feels intimate and forward-thinking.

How to use BTS as a content lever

As cliché as it may sound, everything is a content opportunity for you and your brand. But what does that mean? It means seeing every moment as a chance to invite the user, customer, friend of the brand, or bystander into your world to see how you think.

You want to offer them an inside perspective on what you do and

Salehe Bembury always manages to nail this in his creative work with toerh brands, and his New Balance campaign he recently shot is the perfect manifestation of this.

We understand that you may not have a lot of creative resources, but the truth is you don’t need that. An iPhone will do. Having a vision of what you’re looking for before you shoot will help you get the content you need.

Document the process, because sometimes that becomes more interesting than the polished, finished product.

The value of an enduring partnership

Sustaining a long-term collaboration that still feels fresh is a rare feat in fashion—most partnerships fizzle out after a single drop, either losing momentum or feeling like a rehash.

But Noah NY and Barbour have defied that norm, proving that when two brands truly align in ethos and execution, each release can feel as compelling as the first.

Their ongoing partnership isn’t just about slapping logos on legacy pieces; it’s about continuously evolving the conversation around heritage, function, and modern style.

In a world where collabs have largely been reduced to extracting short-term hype, Noah and Barbour are showing us that real longevity comes from trust, patience, and knowing when to leave people wanting more.

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!