deewellsosd

[deewellsosd]

Why Amer Sports Might Be the Smartest Player in the Game (and You Didn’t Even Know It)

When we talk about power moves in the sneaker and sportswear game, most folks immediately think of Nike, adidas, New Balance, and Puma. But there’s one player out here quietly putting together an Avengers-level roster of brands—and that’s Amer Sports.

Look at the graphic and tell me what you see.

Not just logos. Not just brands.

You see categories. You see communities. You see culture.

🧩 Who’s Amer Sports?

Amer Sports is the sportswear and equipment division that’s part of the Anta Sports empire—one of the biggest Chinese sportswear companies. Anta didn’t just buy Amer Sports to flex globally—they bought into cultural credibility, premium performance, and market diversification.

Under Amer’s umbrella? Some major players:

• Arc’teryx – The current darling of Gorpcore and streetwear collabs.

• Salomon – Once niche, now dripping on runways and mood boards alike.

• Wilson – The heritage sports brand that’s heating up with basketball and tennis again.

• Atomic – Winter sports excellence.

Each of these brands was acquired or repositioned not just to sell product—but to tell distinct stories.

🔥 Marketing Playbook: One Size Doesn’t Fit All

Let’s break it down by brand:

1. Arc’teryx

Marketing Strategy: Hype meets technical excellence.

Arc’teryx is the Patagonia for the new generation—but way more fitted for the streets. They leaned into limited drops, city-based community runs, and high-profile collabs (think Jil Sander, Palace, and more). They’re making outerwear the main fit—no longer just something you throw over a hoodie.

OSD POV: The same way Jordan 1s were a rebellion against tradition, Arc’teryx flipped the script on what mountain gear should look like.

2. Salomon

Marketing Strategy: Run trails, run laps around fashion.

From the XT-6 to the ACS Pro, Salomon’s been on a tear with colorways and collabs (like END, KITH, and The Broken Arm). They’re blending legit trail heritage with streetwear appeal.

OSD POV: Salomon’s rise is what happens when you mix New Balance quality with Nike-tier storytelling. Don’t sleep.

3. Wilson

Marketing Strategy: Legacy meets lifestyle.

Wilson’s been about sport since jump—tennis, basketball, and more. But now? They’re showing up courtside with stylized collections and athlete ambassadors that feel current. It’s vintage come alive.

OSD POV: Wilson is doing what Converse did a decade ago—tapping into icon energy and remixing it for the now.

4. Atomic

Marketing Strategy: Specialist excellence with a global lens.

Not a brand you see on street corners, but if you ski or board, you know the name. Amer keeps Atomic tight, focused, and respected.

OSD POV: Every sneaker brand has its ultra-tech performance arm—Atomic is that for the slopes.

🎯 What Makes Amer Sports a Real Threat?

Precision.

Focus.

No wasted movement.

Amer isn’t trying to flood every market with the same strategy. They respect the culture of each brand, and lean into what makes each one different. Whether it’s luxury, performance, heritage, or streetwear—Amer has a play for it.

And as Anta pushes more globally, don’t be surprised when one of these brands takes center stage in your closet or rotation.

Because if you’re paying attention… Amer Sports is already lacing up.

I want to hear from you:

Which Amer Sports brand is in your current rotation?

Have you seen a Salomon pair that made you double-take?

Is Arc’teryx now part of your daily outwear?

Drop your thoughts below 👇🏽

[deewellsosd]

Few names in Hip Hop are as iconic as Slick Rick — a true originator who helped shape not only the sound but also the style of the culture. From his unmistakable voice and vivid storytelling to his timeless fashion sense, Slick Rick has always stood out.

👑 He made it cool to dress fly, long before it was a trend:

• Bally shoes and Clarks Wallabees became must-haves.

• Silk shirts and leather fits set a new standard.

• And the gold chains, rings, and crowns? IYKYK — they told their own stories of royalty and confidence.

Today, he continues to remind us that greatness doesn’t fade with time.

His latest album “Victory” is a testament to his enduring artistry and proof that one of the greatest storytellers in Hip Hop history is still delivering timeless bars and cultural gems.

And when Idris Elba shows up to help promote the project, you know it’s something powerful.

Slick Rick continues to inspire the next generation of artists, entrepreneurs, creatives, and we have him to thank for so much!👏🏾👏🏾👏🏾👏🏾🙏🏾🎊

📸 Slick Rick x Idris Elba courtesy of Rock The Bells

[deewellsosd]

The Hartford Whalers logo is one of those designs that proves less really is more.

Back in 1979, Peter Good created the Whalers logo for just $2,000 — and honestly, he cooked up one of the best logos in sports history. A blue whale tail, a green “W,” and a hidden “H” sitting in the negative space so clean you almost miss it. Simple, smart, and still iconic even after the team left Hartford in ‘97.

Peter Good passed away in 2023, but his work lives on — not just in hockey culture, but in design textbooks and on throwback merch that still sells out. Proof that great design doesn’t need to scream — it just needs to last.

When we talk about negative space and logos that made noise way beyond sports, especially through Hip Hop, you can’t forget:

• New York Yankees — That interlocking NY isn’t negative space, but Hip Hop turned it into the global hat.

• Chicago White Sox (SOX logo) — Black and white, heavy in Hip Hop during the ’90s — minimal but bold.

• Raiders — That silver and black pirate, crisp against the black background. N.W.A made it street uniform.

• Jordan Brand Jumpman — Silhouette power. No details, just motion and meaning.

• Charlotte Hornets (90s logo) — The OG Hugo the Hornet — bright, bold, but always left clean space around the action.

• No Limit Records (Pen & Pixel covers) — Not traditional negative space, but the dense/floating text and image collages taught us that space can make chaos iconic.

• Bape — The Ape Head is all about shape and silhouette — no extra lines, just an outline that became a streetwear badge.

Hip Hop didn’t just wear the logos — it gave them life outside of stadiums and arenas.

[deewellsosd]

#OnThisDay in 1999, Shawn Fanning, a 19-year-old at Northeastern University, launched Napster from his Kennedy Hall residence hall room- a filesharing service that revolutionized music by letting users trade MP3s from June 1999 to July 2001.

[deewellsosd]

Before it was a Beastie Boys anthem, Brass Monkey was actually a bottled cocktail straight outta Hartford, CT. Heublein dropped it in the ‘70s, but their cocktail legacy goes back even further—like, early 1900s—when a rained-out banquet led them to invent Club Cocktails.

Way before White Claw and the hard seltzer wave, Heublein was already doing the ready-to-drink thing. What’s wild is that most people don’t realize today’s RTD boom is built on a legal loophole and a forgotten Connecticut OG brand.

And let’s be real: Hip Hop has always been a key player in moving bottles. From Brass Monkey to Cristal to Cîroc, the culture drives what many sip, and what’s celebrated.

[deewellsosd]

I got excited when I heard that Lisa Lisa and Cult Jam are doing their “Take You Home” 40th Anniversary Tour.

Then, when I heard that The Jets are joining her on tour, I was like 😳

Talk about taking it back and here are a few things that I remember:

🎫Live Aid concert took place to raise funds for famine relief.

🎬“Back to the Future” hit theaters.

🌐President Ronald Reagan & Soviet leader Mikhail Gorbachev met for the first summit.

🫨 Devastating Mexico City earthquake registered 8.1 on the Richter scale, killing an estimated 10,000 and left over 250,000 homeless.

🕹️The NES- Nintendo Entertainment System was released.

🏀 Michael Jordan is named NBA Rookie of the Year.

🥤Coca Cola announced that they were bringing back the OG formula.

🎾 Boris Becker won his first Wimbledon title at the age of 17.

[deewellsosd]

Gilbert Arenas said some very profound things during his interview on the All The Smoke podcast when speaking about his son, Alijah’s car accident.

He told him that he was lucky to see the flowers 💐 and witness how many people love him.

The 2nd statement that stood out is Gilbert telling Alijah about leaving the house at 10 o’clock at night to take his girlfriend home and becoming a target. 🎯

[deewellsosd]

Cheryl Miller and Cynthia Cooper shared stories about their competitiveness at USC that made them better players. 🏀

Cooper’s comments about coming to the realization that Miller was a great player and it making her step up her game is just what great athletes do…they push each other to become better. 🏆

Some call it the Riverside versus Watts rivalry, but it was about being a better player and ballin’!

🎬 All The Smoke

[deewellsosd]

De-Escalation skills on 100. 🙌🏾🎊❤️👏🏾👏🏾👏🏾

I’ve watched the video more than a few times and enjoyed seeing the foundation of both people seeing each other as human beings navigating the world.

Yes, the outcome could’ve been very different, but it was a good one and I’m sure everyone will remember this moment in time.

“Ignorance breeds fear, fear fuels hatred, and hatred feeds the ignorance.” ~ Unknown

[deewellsosd]

KITH x Cigarette Racing. This is what happens when culture cruises into luxury and doesn’t miss a beat.

Ronnie Fieg and the KITH crew just dropped another one—and this time, they’re not walking, they’re on water. The new collab with Cigarette Racing isn’t just a flex. It’s precision, purpose, and power all wrapped into one.

And, if you’ve been paying attention, this move makes perfect sense.

KITH has never been just about clothes or kicks. It’s about quality.

It’s about storytelling.

It’s about knowing your lane—and then building your own highway.

From timeless work with Clarks, Asics, and New Balance to now stepping into the world of high-performance racing boats, KITH continues to show us how to scale culture without selling it out.

This isn’t about hype. It’s about legacy; doing the work so the details speak for themselves.

From crepe soles to custom hulls—this is craftsmanship at full throttle.

Respect to KITH for continuing to push boundaries, elevate the culture, and showing us what collaborations look like.

[deewellsosd]

Affirm’s Credit Reporting Shift: What Sneaker Buyers Need to Know

As of May 1, 2025, Affirm has begun reporting all new “buy now, pay later” (BNPL) loans to major credit bureaus, including Experian and TransUnion. This change aims to enhance transparency in BNPL transactions and assist consumers in building their credit histories. 

Top 5 Pros of Affirm’s Credit Reporting:

✅Credit Building Opportunities: Timely payments on Affirm loans can positively impact your credit score, especially beneficial for those with limited credit history.

✅Enhanced Financial Transparency: Including BNPL loans in credit reports provides a more comprehensive view of an individual’s financial obligations, aiding lenders in making informed decisions.

✅Responsible Lending Encouragement: Knowing that BNPL activities are reported may encourage consumers to borrow responsibly and manage repayments diligently.

✅Potential for Improved Loan Terms: A positive credit history with BNPL services could lead to better terms on future loans or credit products.

✅Alignment with Traditional Credit Systems: Reporting BNPL loans brings these services in line with traditional credit systems, promoting consistency in credit reporting.

Top 5 Cons of Affirm’s Credit Reporting:

❌Negative Impact from Missed Payments: Late or missed payments on Affirm loans can adversely affect your credit score, similar to traditional credit products.

❌Short-Term Loans Affecting Credit Age: Frequent use of short-term BNPL loans may lower the average age of credit accounts, potentially impacting credit scores negatively.

❌Increased Debt Visibility: All BNPL obligations are now visible to lenders, which could influence decisions on additional credit applications.

❌Potential for Overextension: Easy access to BNPL services might lead some consumers to take on more debt than they can manage, affecting their financial stability.

❌Uncertainty in Credit Scoring Models: As BNPL data integration into credit scoring models is relatively new, the exact impact on credit scores may vary and evolve.

Impact on Sneaker Buyers:

For sneakerheads who frequently use Affirm to finance purchases, this change means that their repayment behavior will now influence their credit profiles. Consistent, on-time payments can enhance credit scores, potentially opening doors to better financing options in the future. Conversely, missed payments could harm credit standings, affecting the ability to secure loans or credit cards.

Affirm’s decision to report BNPL loans to credit bureaus marks a significant shift in the financial landscape. While it offers opportunities for credit building and financial transparency, it also introduces risks associated with credit score impacts from repayment behaviors. Consumers, especially those utilizing BNPL services for purchases like sneakers, should approach these financing options with a clear understanding of their responsibilities and the potential long-term effects on their credit health.

[deewellsosd]

🎭 Culture Isn’t Optional: Why the NEA Matters More Than Ever

The Trump administration’s push to eliminate the National Endowment for the Arts (NEA) isn’t just a line item on a budget—it’s a direct hit to the heart of America’s creative communities.

For decades, the NEA has helped fuel small-town murals, local theaters, music education in public schools, and storytelling projects that give voice to people often left out of mainstream narratives. It’s not about “art for art’s sake”—it’s about jobs, education, community healing, and preserving the stories that shape who we are.

With this proposed cut, artists and organizations across the country—especially in historically underfunded communities—are already feeling the ripple effects. From canceled grants to postponed programs, we’re watching opportunities vanish in real time.

This move isn’t just reckless. It’s cultural erasure disguised as fiscal policy.

We need to stand up for the creators who bring light, color, and rhythm to our lives—those who teach, inspire, and document our history in ways no algorithm ever could.

Now’s the time to get loud. Support your local artists. Write your reps. And remind folks: the arts aren’t extra—they’re essential.

👉🏾Read more via NPR.

[deewellsosd]

📉 NBA Viewership: A Decade in Decline & a Glimmer of Hope Ahead

Over the past 10 years, the NBA has significantly declined in television viewership. The drop is evident from the peak of 31 million viewers during the 2016 Finals to approximately 11 million in 2024. This trend isn’t isolated to the Finals; regular-season games have also decreased average viewership, from around 3.5 million in 2015 to about 1.6 million in recent seasons.

Top 3 Reasons for the Decline:

Changing Viewing Habits: The rise of streaming platforms and cord-cutting has shifted audiences away from traditional cable TV, leading to fragmented viewership.

Load Management & Star Absences: Frequent rest days for star players and injuries have led to marquee matchups lacking star power, diminishing viewer interest.

Perceived Game Quality: Critics argue that the game’s emphasis on three-point shooting and reduced defensive intensity has made it less appealing to some fans.

However, there might be a beacon of hope on the horizon with Michael Jordan joining NBC Sports as a special contributor for NBA coverage starting in the 2025-26 season. NBC’s return to NBA broadcasting, combined with Jordan’s legacy, could reignite interest and bring a fresh perspective to the games.

As the NBA navigates this new era, the blend of nostalgic elements with modern broadcasting strategies may be the key to recapturing and expanding its audience.

[deewellsosd]

In 2021, a record 353 players filed as early entrants for the NBA Draft. Fast forward to 2025, and that number has plummeted to just 106—the lowest since 2015 . This sharp decline isn’t coincidental; it’s a reflection of evolving dynamics in collegiate athletics, particularly the impact of Name, Image, and Likeness (NIL) deals.

🕹️The NIL Effect: A Game-Changer for College Athletes

Since the NCAA’s adoption of NIL policies in July 2021, college athletes have gained the ability to monetize their personal brands. This shift has significantly altered the decision-making process for many players considering early entry into the NBA Draft.

Take, for instance, Cooper Flagg, the Duke standout, who reportedly earned $4.8 million through NIL deals—surpassing the salaries of many NBA rookies . Such lucrative opportunities provide compelling reasons for athletes to remain in college, further develop their skills, and enhance their marketability before turning professional.

Recognizing the shifting tides, the NBA has implemented measures to adapt:

• Enhanced Combine Participation: The league now mandates that invited prospects attend and participate in the NBA Draft Combine. This ensures teams have comprehensive evaluations of potential draftees .

• Flexible Eligibility Rules: Players can now declare for the draft, receive feedback, and withdraw by set deadlines to retain college eligibility. This “test the waters” approach allows athletes to make informed decisions about their readiness for the professional level .

The decline in early draft entrants signifies a broader transformation in basketball’s talent pipeline. With NIL opportunities and more flexible draft processes, athletes have greater autonomy over their career trajectories. For the NBA, this means adapting scouting and development strategies to align with the evolving landscape.

As the league continues to navigate these changes, one thing is clear: the path to the NBA is no longer a one-size-fits-all journey. 😎

[deewellsosd]

🚨We dropped a new episode of the OSD podcast & discuss Sneaker Culture vs sneaker Marketing.

What brands and influencers get right or wrong, and who some of the great content creators and storytellers are.

Because of social media and smartphones 📲 we have the ability to see what’s happening in various parts of the world.

We can see what people are wearing in Tokyo, Paris and Jamaica and learn about and pick up fashion trends faster. 👀

Please watch, listen, and subscribe and post a comment and let us know what you think about the current state of sneaker culture and how it’s being marketed. ✌🏾

[deewellsosd]

The movie trailer for the Spike Lee-directed "Highest 2 Lowest" is out, and it looks dope!

​I remember seeing some photos of Denzel Washington looking sharp, walking out of a building, and getting into a blue and silver Rolls-Royce.

It's an English reinterpretation of Akira Kurosawa's 1963 Japanese film High and Low, loosely based on Ed McBain's 1959 novel "King's Ransom" (Evan Hunter).

The movie hits theaters on August 22nd on Apple TV+ on September 5th and stars Denzel Washington, Jeffrey Wright, Ilfenesh Hadera, Ice Spice, and A$ap Rocky.

The movie's plot: 

When a titan music mogul (Denzel Washington), widely known as having the “best ears in the business,” is targeted with a ransom plot, he is jammed up in a life-or-death moral dilemma. Brothers Denzel Washington and Spike Lee reunite for the fifth time in their long working relationship for a reinterpretation of the great filmmaker Akira Kurosawa’s crime thriller “High and Low,” now played out on the mean streets of modern day New York City.



[deewellsosd]

I had high expectations for Supreme when Luxottica bought them in July 2024, for $1.5 billion in cash from VF Corporation.

Well, this isn’t it.

VF Corporation bought Supreme in November 2020 for $2.1 billion, I was scratching my head then about that deal, but I got it because it was a larger play by VF Corporation to do collabs with their other companies such as Timberland, The North Face, Vans, Eastpak, and Jansport, to name a few.

Supreme lost their shine in the USA and maybe the reason EssilorLuxottica bought them was to expand the Supreme brand in China, Japan, and South Korea.

So, I see the Supreme®/SpongeBob SquarePants collection and I immediately thought of the #JordanDubZero’s from 2005, that were made as joke, but ended up selling like hotcakes for Jordan Brand.

The collection consists of:

-Jeff Hamilton Racing Jacket,

-Castelli® L/S Cycling Jersey,

-Castelli® Cycling Bib,

-Castelli® Cycling Cap,

-Castelli® Socks

-Specialized® Sports Bottle

Release date is Thursday, May 8th.

Are you going to buy any of them? Please let me know in the comments. 👇🏾