Sports brands have been getting free advertising on the world stage.

At past Olympic Games, unsponsored athletes have been wearing branded clothes and getting nothing for it.

But at this year’s U.S. track & field trials, 35 unsponsored athletes turned up in totally unbranded gear, supplied by Bandit Running. Guess they aren’t interested in promoting brands that aren’t sponsoring them (yet).

In today's newsletter:

• Unbranded gear highlights unsponsored Olympic runners (here’s how Bandit Running used logo-less gear to build runners’ brands—and their own)

• McDonald's goes retro to mark 50 years in the UK (plus why you should be using nostalgia in your campaigns right now)

• Trend plug - Shout out my parents

• Ask the Editor - What platforms are best for artists to build their business?

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, registrations for our August intake are now open! Learn more.

Something was different at this year’s U.S. track and field Olympic trials this year.

The usual sea of colourful, branded apparel was largely replaced by an army of runners in all black gear without a logo in sight.

This was Bandit Running’s army, on a mission to end the sport’s sponsor problem.

The 35 athletes who wore Bandit gear are supported by the brands ‘Unsponsored Project.’

This project is an effort to challenge the standard sponsorship model for professional athletes and boost up-and-coming competitors.

Bandit’s initiative supports unsponsored athletes betting on themselves at this year’s Olympics. They're providing unbranded kits, cash to help with various expenses tied to competing, and a platform for the runners to shine.

According to Believe in the Run, the sponsor problem in running is no joke.

Most runners on the track at trials have sponsors. But a handful do not.

These runners aren't just fighting for their spot in the Olympics. They’re also fighting to get noticed by big brands.

[Keep reading]

-Sophie, Writer

McDonald’s Goes Retro to Mark 50 Years in the UK

I never thought McDonald's could make me emotional.

That was, until I saw this campaign.

Suddenly I was transported back to being 5 years old. I was with all my tiny besties in one of the back rooms at my local Macca's. We were singing S Club 7 and eating ice cream cake. And I was wearing my favourite pink dungarees.

And that nostalgia is exactly what McDonald's has encapsulated with a new 60-second film celebrating its 50th year in the UK.

It taps into the insight that, for millions of people, no party has ever hit the same as a McDonald's party.

The film starts with excited kids singing the Happy Birthday song. It's obvious they're at McDonald’s, and it appears to be the 80s. The takeaway message is that there's nothing quite like the nostalgia of remembering having your birthday at McDonald's.

The film ends with a montage of the brand's restaurants over the last 50 years, and a collective invite to join the celebration.

The scene looks so real, as if it was plucked right out of the past.

That’s because it is real.

[Keep reading]

-Sophie, Writer

Trend Plug - Shout Out My Parents

Today’s trend comes from a clip of Twitch streamer, Sketch, addressing his past, shouting out everyone he wanted to thank.

Tiktokers are using this sound in many different ways. The most popular way is to announce their 'retirement' from silly situations. Others are using it to let go of their bad habits, and some are even using it in a positive manner to celebrate something they've done.

How to jump on this trend:

This trend is super easy to execute. Simply, use this sound, come up with on-screen text describing a situation you want to leave in the past or celebrate. Don't forget to lipsync the words of the sound.

A few ideas to get you started:

• 'Me announcing my retirement from using Canva and finally upgrading to Adobe'

• 'When I finish an entire week at the office without crying'

• 'Me after using all the coffee beans in the office'

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - What is the current trend for artists who are starting their small businesses? Which platforms are the best for businesses right now? - Basisah

Hey Basisah!

Any short-form video platform is going to be a great place for you to showcase your work. And there are so many types of content you can create. If you have the capacity, you could even make multiple accounts that feature different types of content.

You might have one channel that's focused on ASMR-type videos that just have the sound of you creating your art. Then another one could have day-in-the-life vlog content of you building your business. Another one could be you showing off the techniques you use and talking through your process.

I'd suggest you start with Instagram, then branch out into TikTok. Pinterest is also a platform you might want to explore.

The main thing is you need to find a content style that's doable for you and that you enjoy creating. You will have to build up a good body of work before you start getting a lot of followers. So make sure you figure out a content creation style you'll stick with.

- Charlotte, Editor ♡

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