Wellness brands love 'Longevity Dads'

Hi all,

Trying this a little differently for the podcast this week. The auto-play feature on Substack is just criminal and had to be stopped.

Audio-only version above, embedded YouTube below going forward unless you tell me otherwise in the poll at the bottom. One added advantage is all the time stamps are now hyperlinked. Click to skip to the bits you’re interested in—hooray.

As always, this pod dives into the biggest trends, shifts, and brands today. We dive deeper and unpack our favorite bits of this Sunday letter.

This week we get into:

1. Coors’ campaign messaging mayhem

2. The hormone trend at CES

3. ‘Longevity Dads’

4. Veo’s brilliant campaign

5. The power of the female sports fan

6. A case for cricket cracking the US market

7. Bode’s deleted Super Bowl posts

8. Lime bikes and their cultural rise

Enjoy!

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GOOD TAKES

01:06 // COORS’ CASE OF THE MONDAY

Everyone loves a good brand apology. Let’s recall California Pizza Kitchen’s one last year—lovely. So, of course, we talk about the Coors’ Case of the Mondays. Had this campaign stuck to one message it could have been amazing. But instead, is simply confusing. We discuss.

05:50 // CES IS FEELING HORMONAL

CES had a number of interesting hormone-focused tech this year. And despite the cringe-worthy names, I share why it’s worth tracking with the rising interest in peri/menopause, a market that’s expected to reach $28.41 billion by 2032.

10:27 // ‘LONGEVITY DADS’

Jessica DeFino

coined the term ‘Longevity Dads’ in her 2025 predictiosn. When I read it, it finally gave a name to a trend I’ve been witnessing rise in the last year. Jessica asked me for my POV on it for her latest issue of Ask Ugly for The Guardian and I told her ‘it’s a multi-general phenomenon’. Men 30-55yrs are going all in on longevity. 2-hr/day fitness regiments, weekly therapy, +14 daily vitamins, creatine, green powder-packed post-workout smoothies, non-alc swaps, ice baths, DEXA scans and chatting about ‘best retinol’ on ski lifts with friends—you name it. The expressed reason: to be ‘fit dads’. There’s a lot more to say here about plastic surgery, the effect of this trend of kids and more. Anyone else seeing this?

'My father had plastic surgery. Now he wants me and my mother to get work done'

21:16 // VEO’S BRILLIANT CAMPAIGN

Not soccer fluent? We unpack what made Veo’s People’s Puskas my fave campaign of the week.

27:42 // THE POWER OF THE FEMALE FAN

I explain why the market for women’s sport fan apparel has been around well before Taylor Swift and why Off Season is so well positioned to take off.

34:19 // CAN CRICKET CRACK THE USA?

Cricket is the new tennis—potentially. Hear me explain.

37:39 // BODE’S DELETED SUPER BOWL POSTS

Should we discuss why Bode’s post about their Super Bowl fashion show with GQ was completely erased from the internet? Of course. But also why the Super Bowl feels like a strange choice for the brand.

42:45 // LIME BIKES’ CULTURAL RISE

And finally, a brief discussion of ‘Limes’ relevance in London. Some love them, some hate them. But regardless, they are making some culture moves (for more on that, skip to section 7 of this very fun trends deck by Damola Oladapo).

So, I’m curious, how do we feel about the changes?

Missing the letter this all ties back to? This way:

That’s all folx.

-Chris

If you read this and liked it, that little heart is there for that. The algo and I appreciate it.

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