Athlete collabs have evolved a LOT in the age of the Internet creator. Fortnite maps, Twitch streams, podcasts, even NFTs. We've seen it all. Want to stand out? There’s a massive opportunity for brands to own the offline movement.

There is one “innovation” strategy that has proven to be the most effective, and it ended up having nothing to do with technology at all.

Everyone is talking about Fortnite. It’s the next frontier of socials, just consider it another channel at this point. It’s no longer cutting-edge, it’s becoming the standard for marketing pitches and media packages.

Apple isn’t playing for today; they’re laying the groundwork for the future.

Let’s unravel the Internet-IRL paradox, and determine how we — as stewards of the most complicated economic development in the history of all things — can calibrate a healthy balance between pixels and atoms.