The Broadmind Business & Innovation Tracker

How leading brands leverage experiential marketing, sustainability, and digital innovation to build community, drive growth, and connect with new audiences.

Apr 04, 2025

In this edition of PSFK’s business news tracker, we're exploring how major brands like Ulta Beauty, Lululemon, and Foot Locker are leaning into immersive experiences and strategic partnerships to deepen consumer relationships. We also highlight sustainability initiatives from FIGS and Cultiver, innovative digital moves from Spotify and Heineken, and Coca-Cola’s refreshed approach to capturing Gen Z attention. Enjoy.

First up in wellness, Lululemon is continuing its community-focused brand engagement by teaming up with Midnight Runners for Berlin’s upcoming half marathon. They’re anchoring this partnership with Shake-Out Runs and community events (like sign making!!), building deeper local ties—which feels spot-on for the brand.

Beauty retailer Ulta is taking experiential marketing to the next level, planning an impressive 20,000 in-store events this year—including their headline-making "Ulta Beauty World." Clearly, immersive customer experiences are high on their strategic priority list.

Unilever is doubling down on influencer marketing, even as experts suggest careful vetting and brand safety measures are critical. Still, this strategy fits right into Unilever’s ongoing push for deeper digital consumer relationships and sustainability-focused messaging.

Meanwhile, luxury linen brand Cultiver is making the leap from digital to physical, opening a chic flagship store in Sydney's Woollahra neighborhood. Designed with Phoebe Nicol, the space emphasizes minimalist elegance and tangible brand interactions.

Fashion giant Ralph Lauren is launching a special patriotic capsule collection at Neiman Marcus, reinforcing its premium retail partnerships and deepening direct relationships with luxury consumers.

In sustainability, FIGS—the medical apparel brand—has teamed up with SuperCircle to recycle scrubs into insulation material. It's a smart extension of FIGS’ sustainable and circular-retail commitments.

Foot Locker has unveiled its Lace Up Plan, promising major store renovations, upgraded digital experiences, and greater brand diversity beyond just Nike. CEO Mary Dillon is also betting big on the expansion of their FLX Rewards program.

Spotify is capitalizing on its recent profitability milestone by pitching audio ads as a less intrusive, wellness-friendly alternative to visual-heavy advertising platforms. It's a timely positioning that aligns nicely with user preferences.

Luxury furnishings retailer RH delivered solid fourth-quarter results despite some market turbulence. Their strategy of careful product innovation and continued gallery expansions is helping them ride out economic ups and downs.

Similarly, Conagra Brands navigated recent market fluctuations impressively, leveraging smart inventory moves and wellness-focused product innovations. This strategic foresight has positioned them well against competitors.

In beverage nostalgia, Coca-Cola is bringing back its classic Share a Coke campaign—but reimagined digitally for Gen Z. Launching globally in 120 countries in 2025, the campaign will focus heavily on personalized and interactive mobile experiences—a clear nod to younger, digital-first audiences.

Beyond Meat has teamed with La Vie in the UK for a tasty collaboration—the "Beyond La Vie Burger," pairing Beyond’s patty with La Vie’s vegan bacon. They're highlighting this partnership with a humorous ad campaign, effectively expanding their reach into new plant-based categories.

And finally, Heineken is adding a playful twist to digital experiences with their new "Bar Dating" app in Italy and Brazil. Instead of matching singles, the app matches users with bars—encouraging discovery of new venues and social experiences. Clever, and genuinely engaging.