Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

China

Sports

Beer and cider

Community and grassroots

Vans has partnered with Goose Island for a carnival in Shanghai, capitalising on the rising popularity of skateboarding, 'blokecore', and craft beer in China. The collaboration demonstrates how brands can connect communities across fandoms to gain cross-industry appeal.