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Bonds brings Aussie comfort to the US with Made for Down Under campaign

Australia, US – Australian underwear brand Bonds has launched its first US campaign, Made for Down Under, featuring conservationist Robert Irwin and singer-songwriter Tkay Maidza. The campaign showcases Irwin and Maidza in Bonds underwear, surrounded by native Australian wildlife such as snakes, spiders and lizards – underlining the brand’s connection to Australia’s adventurous spirit.

Bonds Australia president Tanya Deans emphasised the brand’s ambition to introduce Americans to Bonds’ iconic underwear and the laid-back Australian lifestyle. In a press release, she said: ‘Americans might wonder – how are Aussies so laid-back in a land filled with dangerous creatures like sharks, spiders, crocs and snakes? The answer is simple: they’re all wearing Bonds.’

The campaign reflects a wider global shift towards heritage marketing that elevates a brand’s cultural identity and origin story. Burberry, under chief creative officer Daniel Lee, has been channelling British nostalgia as part of its creative reset since 2022. Bonds is now betting on its Australianness as a distinctive selling point in the US market.

For more on the future of branding, see our Is Essentialism the Future of Branding? Viewpoint report.

Strategic opportunity

Don’t dilute your local identity to ‘go global’. Instead, lean into it. Consider what unique cultural cues or aesthetics your brand can spotlight to stand out in international markets

SoulCycle makes move into fashion-first retail

US – SoulCycle is ramping up its retail ambitions, with the aim to grow apparel into 15–20% of its business and potentially open stand-alone fashion-focused stores.

Speaking at Shoptalk 2025, SoulCycle executives outlined plans to develop SoulCycle’s in-studio merchandising into a fully fledged fashion arm. At present, one in 10 SoulCycle riders make a purchase in-store – a figure CEO Evelyn Webster aims to double by offering exclusive products and sought-after brand collaborations designed to drive conversion.

Some 90% of current stock still features SoulCycle branding, but that’s changing as the company increasingly stocks activewear names such as Lululemon and Alo, as well as co-branded items. Exclusive drops with artists like Kerri Rosenthal and apparel brand Addison Bay are also in the pipeline.

With e-commerce growing, expanded retail floors in studios and plans to open stand-alone shops, SoulCycle is betting on its fashion credentials to attract both loyal riders and new fans of the brand.

In Game-Changers: The Future of Sports Fandom, we unpacked how Longevity Lifestyles, wellness mindsets and fandoms are converging to make sports a bigger, better-selling part of fashion and culture than ever.

Selfriges and SoulCycle, UK

Strategic opportunity

Embrace Elastic Brand thinking to unlock new revenue streams and cultural cachet across wellness, fashion, sport or tech – from third-space retail concepts to category-blurring collaborations and curated in-store experiences

Stat: Gen Z are becoming investors by early adulthood

MoneymBag$ by Mackenzie Freemire, Global

Global – Nearly a third of Gen Z (30%) aged 18–27 have begun investing by early adulthood – double the rate of Millennials (15%) and six times that of Baby Boomers (5%) – according to new World Economic Forum (WEF) data. Following a survey of 13,000 people across 13 countries, the report highlights how digital tools and ‘finfluencers’ on social media are reshaping financial behaviour.

In the UK, 64% of Gen Z investors adjust their portfolios monthly, compared to 34% of Boomers. Yet regulators are wary: the Financial Conduct Authority (FCA) warns millions of under-35s are entering the market through high-risk cryptocurrency.

Kristian Manton, a chartered financial adviser at Octopus Money and a Gen Zer himself, cautions: ‘People should not fall victim to the allure of quick gains from crypto or other very high-risk investments,’ he told the Financial Times. ‘Younger generations are often bombarded with content from people trying to sell a trading course while sat in front of a Lamborghini that is likely rented – avoid these at all costs.’

The WEF report, in partnership with Boston Consulting Group and Robinhood Markets, found 27% of global investors hold cryptocurrencies – the most popular digital asset among young consumers. Some 38% of Millennials and 35% of Gen Z investors owned crypto compared to just 23% of Gen X.

In our Cultural Capital market report, we analysed how, as Gen Z reshape the financial world with irreverence and creativity, fintech is transforming into a playground of memes, gamified investments and community-driven innovation.

Strategic opportunity

As Gen Z inherit wealth, consider how to position yourself as a trusted adviser. Partner with relatable finfluencers and create edu-taining content to increase engagement, relatability and financial literacy