From Willpower taking over Austin’s F1 Week to brands thinking outside the box and in some cases building entirely new ones, this month already feels big.

Even with everything we’ve done, it still feels like the journey is just beginning. Next month marks a major milestone: our first-ever Willpower World of Sports & Human Performance during Austin’s F1 week.

From Duolingo’s viral creative to the latest brand breakups in CPG, this week’s stories spotlight how innovation often starts on the fringe and what happens when it scales.

This week, we’re digging into what those moves look like: strategic collabs, subtle greenwashing, platform plays, and the hail marys that might be doing more harm than good.

We’re digging into why partnerships aren’t just marketing fluff, they’re survival strategies, why protein brands are leaning into bold, unexpected moves, and how deregulation could rewrite the playbook for innovation.

Cutting Through Noise - From Performative Wellness to Practical Impact

June has been a month of momentum. From acquisitions to retail launches and strategic raises, brands are stepping into their next phase with clear intentionality and a focus on meaningful scale.

A look at the signals shaping where consumer brands go next, from celebration-as-supplement energy drinks to hard-earned lessons in raising capital and placing product where it resonates, not just where there’s reach.

Fresh insights, standout brands, and what’s shaping the world of CPG.