
Published 28 February 2023
Brynn Valentine
This month, American fitness brand Alo Yoga introduced token-gated IRL experiences, Puma celebrated its 75th year by minting heritage-burnishing PFPs (profile-picture non-fungible tokens (NFTs)) based on its branded 70s comic book, Californian teen fashion brand PacSun launched a ‘tycoon-genre’ activation on Roblox, and German e-commerce giant Zalando swapped unsustainable IRL designs for eco-digital fashion.



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At NRF 2026 in New York (January 11-13), AI’s radical reshaping of retail (AI-enabled ‘chat to checkout’; mastering generative engine optimisation – GEO – and loyalty-forging branded AI co-shoppers) dominated discussion among apparel, grocery, home improvement and outdoors brands. Other major talking points included...