video still
2025 US Open – Mixed doubles
Tennis didn’t reinvent mixed doubles — it relocated, shortened, and deprioritised it.
Sport
Rule-bound conflict, watched by billions, taken personally.
- 7
- in culture
- 9:13
- average
- 65 min
- in total
- 31
- across the network
All briefs
video still
Polo shirt
The 'polo shirt' is a tennis garment dressed as a polo one—and that lie built an empire.
Adidas Superstar
A basketball shoe that won the NBA by 1973—and then vanished from the court, only to reappear on every street that mattered.
Converse (brand)
Marquis Mills Converse · 1910
Converse is a manufacturing company that made functional footwear for specific markets—basketball players, the Rens, the US military. Its cultural weight came later, from reuse, not design intent.
video still
CM Punk
CM Punk didn’t invent authenticity—he weaponised it, starting with a name he made up to fill a vacant tag-team slot.
video still
Sneakers
Sneakers were never about style—they were about silence, grip, and getting away with it.
video still
Sportswear
Sportswear isn’t fashion—it’s a functional category that accidentally colonised the wardrobe.