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HOKA Are Changing The Way London’s Run Clubs Can Support Their Local Communities
Wanting to spotlight the grassroots collectives making a change in their respective communities, Hypebeast teams up with HOKA ahead of their debut sponsorship of the Hackney Half Marathon. Supporting two running clubs that have started from the ground up with a mission to promote inclusivity, the brand has committed to allocating funding to grow their community-led initiatives.Despite being one of the most accessible sports, running can also be one of the most daunting to take part in. Whether it’s finding time around a busy schedule or even acknowledging the dangers of running alone at night time, it’s this apprehension that prevents people from experiencing the physical and mental benefits of the sport. Through the power of collectiveness, these local running clubs have been formed to br...
CUPRA Explores the Realms of Automotive Creation at Berlin “Exponential Impulse” Event
For Spanish car brand CUPRA, new innovations in craftsmanship land at the heart of its ethos, leading to a wide range of releases. Ahead of Formula E weekend in Berlin, the brand brings its latest creations into one experiential space, giving fans a rare chance to get hands-on with new-age CUPRA. The brand constructed a festival-like arena where guests were truly immersed in its automotive journey through installations, test drives and expert talks. At the forefront of the futuristic showcase was CUPRA’s new “MetaHype” attraction that indicated its virtually-led community focus. Hosted within the rapidly advancing metaverse, the brand’s “open and collaborative” “MetaHype” platform invites brands, start-ups and any other creator to connect with users on its digital island. Through a unique ...
Oxlade on Connecting with Global TikTok Audiences to Amplify his Nigerian-Rooted Sound
When Nigerian singer/songwriter Oxlade found global fame with his single’s “KU LO SA” TikTok video, he signified a new age of music artists tapping into the app to gain unprecedented exposure. With over 10 billion views, Oxlade’s viral sensation led to an ongoing collaboration with the platform to explore its power in connection. Through a new feature video, the singer rewinds back to the start of his journey with the app. Reflecting on the importance of professional tools and its accessibility, he begins by saying, “TikTok has made everything a bit easier for me,” continuing “Independent artists might not have the machinery that we need at a particular point to push out content.”After the launch of TikTok’s dedicated KULOSA filter – mimicking the green screen from his famous Colors perfor...
LA GOLF’s Gen 2 “Malibu” and “Bel-Air” Putters Boast the Largest Sweet Spot in the Game
In a sport where designer gear can run you up to $10,000 USD, LA GOLF wagers players deserve a better deal. In search of the ultimate sweet spot, the golf brand recently unveiled its LA GOLF Gen 2 Putters, doubling down on its commitment to create the most technologically advanced putters currently available on the market. The brand set a precedent with the release of its first-ever all-carbon head model, which married premium performance with ergonomic and stylish design. “Malibu" (ideal for players who prefer a mallet) and “Bel-Air” improve common putter issues like stability and accuracy while boasting an MOI of just under 7,000. And with the release of its own golf ball, the brand is also on a mission to disrupt the golf space and offer players elevated gear that challenges the status ...
Illustrator Rex Dissects the Saudi Arabian Narratives Behind His Mystical Artwork
Of the countless canvases, murals and digital artworks that illustrator and street artist Rex has created, nearly every piece tells a story of life in Saudi Arabia. Going behind the scenes of his characteristic pop-art style and unique narratives, the latest episode of HYPEBEAST Diaries follows the artist as he brings to life a mural created in collaboration with MDLBEAST.Known as the “Banksy of Saudi Arabia” for his distinctively thought-provoking illustrations, Rex has quickly become an unstoppable force in the global art scene. However, his creative journey started relatively small. Moving to New York after university, the illustrator found himself plunged into a new world of art. It was then that he decided to begin “creating his own paintings for himself.”“I realized there was a missi...
Illustrator Rex Dissects the Saudi Arabian Narratives Behind His Mystical Artwork
Of the countless canvases, murals and digital artworks that illustrator and street artist Rex has created, nearly every piece tells a story of life in Saudi Arabia. Going behind the scenes of his characteristic pop-art style and unique narratives, the latest episode of HYPEBEAST Diaries follows the artist as he brings to life a mural created in collaboration with MDLBEAST.Known as the “Banksy of Saudi Arabia” for his distinctively thought-provoking illustrations, Rex has quickly become an unstoppable force in the global art scene. However, his creative journey started relatively small. Moving to New York after university, the illustrator found himself plunged into a new world of art. It was then that he decided to begin “creating his own paintings for himself.”“I realized there was a missi...
Illustrator Rex Dissects the Saudi Arabian Narratives Behind His Mystical Artwork
Of the countless canvases, murals and digital artworks that illustrator and street artist Rex has created, nearly every piece tells a story of life in Saudi Arabia. Going behind the scenes of his characteristic pop-art style and unique narratives, the latest episode of HYPEBEAST Diaries follows the artist as he brings to life a mural created in collaboration with MDLBEAST.Known as the “Banksy of Saudi Arabia” for his distinctively thought-provoking illustrations, Rex has quickly become an unstoppable force in the global art scene. However, his creative journey started relatively small. Moving to New York after university, the illustrator found himself plunged into a new world of art. It was then that he decided to begin “creating his own paintings for himself.”“I realized there was a missi...
HypeArt’s First-Ever Group Exhibition ‘Noisy Reality’ Introduced Experimental Works By Heather Benjamin, B. Thom Stevenson and More
HypeArt recently held its first-ever exhibition in New York City's SoHo neighborhood at 89 Crosby St. The group exhibition, entitled Noisy Reality, presented experimental works by Heather Benjamin, Eny Lee Parker, Meguru Yamaguchi and B. Thom Stevenson. The presentation, which is open to the public until April 20, enraptures guests in the kaleidoscopic energy of New York City. Avant-garde Cognac Maison Bisquit & Dubouché joined HypeArt in celebration of its debut opening, treating guests to specialty cocktails using the label’s award-winning V.S.O.P Cognac, as well as neat pours of its premium X.O. expression. DJ Ares Gold performed a live set for the crowd as guests immersed themselves in the artworks. Noisy Reality, curated by HypeArt’s very own Chief Editor, Keith Estiler, presents ...
Jarreau Vandal Joins the CUPRA Tribe as New Brand Ambassador
Last month, CUPRA in The Netherlands named Dutch artist Jarreau Vandal as its latest brand ambassador, seeing it tap into the music scene for the first time.The announcement came as the brand unveiled a new campaign exploring the DJ and producer’s music journey – one that led to international collaborations with Primavera and Boiler Room. Drawing a parallel between CUPRA’s “leading” and “progressive” values and Vandal’s energetic yet passion-filled lifestyle, the feature video outlines how this newly appointed ambassadorship aims to speak to a new generation by going beyond the industry standard. Speaking of the new partnership the artist says, “CUPRA understands my urge to do things differently. I think we can inspire many people together. I also appreciate how CUPRA looks beyond just the...
Manni Ovola Encounters New Sporting Possibilities In His Everyday Running Routes
To hold the empowering role of Nike Running Coach isn't as easy of a task as it may seem. From hosting regular running meets to sharing advice on staying in top-form, it takes a unique dedication to the sport as well as a connection to the communities that occupy it. For several years, London-born physiotherapist Manni Ovola has done just that – training gregariously with a diverse range of runners while constantly searching for new ways to inspire newcomers.In order to bring this enriched knowledge to the groups he coaches, Ovola turns to his experiences to explore and harness the cultural reference points that surround him. Presenting a gateway into new perspectives of mind and body, he aims to introduce music, style, and even food into the traditionally staid running landscape. As the c...
EA SPORTS ‘FIFA 23’ Invites Players To Join UEFA Champions League Elite with Exclusive FUT 23 Kit
As part of its ongoing partnership with EA SPORTS, the UEFA Champions League is set to launch a new kit for players to wear in FIFA 23. Tapping into the history of Europe’s premier club competition, the “UCL Elite” kit takes on a premium look, drawing inspiration from the most famous nights in the competition's history. In the set, the vibrant shirt collages diagonal stripes with a fluorescent magenta trim and is paired with navy blue shorts. Adding a finishing touch, these pieces are punctuated with iridescent silver components, paying homage to the lauded UEFA Champions League trophy. Registration for the new kit drops for a week from April 3 – 9, just as this season’s Champions League reaches the quarter-finals stage. Players will need to head online to register with only a limited numb...
Tequila Don Julio Celebrates 42 Day With 1942 Crew DJ Collective
Tequila Don Julio 1942 began as a celebration of Don Julio Gonzalez’s 60th anniversary of tequila making and persists as a go-to luxury celebration staple for occasions worth commemorating. To ring in 42 Day on April 2nd (4/2) Tequila Don Julio is honoring the #1942Crew, a collective of world-renowned DJs that bring the energy no matter the destination.Tequila Don Julio 1942 has become the icon of the nightlife scene and to continue this legacy, in 2017, Tequila Don Julio 1942 brought together a collective of celebrity DJ ambassadors. The community currently consists of 11 DJs who dominate the realm from Los Angeles to New York City and beyond.The #1942Crew roster boasts talent from across the country with a range of stylistic influences. DJ M.O.S. and DJ Spade are prominent figures in the...
