Spreading messaging via graffiti artists was once the purview of edgier brands, but luxury names are getting in on the action. As high-end brands aim to resonate with younger shoppers, they’re using street culture as a mouthpiece for their messages, even at the expense of prestige.

Nike has released a range of Air Jordans exclusively available on Fortnite. As people invest more in their digital personas, virtual fashion is becoming increasingly important as it allows people to customise sophisticated avatars, and it combines sustainable consumption with fast-fashion appeal.

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?

Twitch has established itself as the leading player in live gaming coverage, but it’s not the only thing drawing people back on a daily basis. As the platform’s content has diversified beyond esports, the interactions between streamers and viewers have made into a hub for community and discussion.