A brief overview of what is currently trending on on X in news, culture, and/or trending hashtags and formats.
#Kennedy: RFK Jr. endorses Trump in the presidential election, drawing disapproval from the Kennedy family.
#NationalDogDay: Users are sharing pictures of their furry friends in celebration of National Dog Day.
#PavelDurov: Pavel Durov, the messaging app telegram founder, is arrested in France.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
The Revival of “WAG” Culture
What It Is: WAGs are making a comeback online. The acronym, which refers to the wives and girlfriends of high-profile athletes, is experiencing a resurgence in popularity. From the Olympics to Formula 1, there's a renewed fascination with these women's lives. The term "WAG" originated in England, and in the 2000s, it carried a negative connotation, with WAGs often scapegoated for their partners’ athletic losses. But now, many of these women are reclaiming the term, proudly identifying as WAGs. From TikToks on how to become a WAG to dedicated fan pages, there's a clear shift in perspective. This shift stems from a growing wave of inclusivity in sports culture. Many of these women are already successful in their own right or use their platform to build thriving careers. Online users are captivated by everything from their fashion choices to their dynamic lifestyles.
This growing interest in WAGs is partly driven by the rise of female sports fans and reflects evolving tastes in influencer culture. As the influencer market becomes oversaturated, users are shifting away from relatability and gravitating toward creators and celebrities who lead fascinating lives—like WAGs. What captivates users is how these women embrace hyper-femininity within traditionally masculine spaces, bringing an element of fun and intrigue to the sports world. Many WAGs come from affluent backgrounds or have established careers, embodying an idealized, aspirational version of femininity.
Brand Takeaway: The revival of WAG culture highlights the merging of beauty, sports, fashion, and lifestyle, showing that brands can explore content areas that may initially seem unrelated but hold untapped potential. It’s a reminder that brands don’t always need to stay in their traditional arenas. With influencers oversaturated consumers are drawn to people with interesting lives. Additionally, more brands acknowledge the growing female sports fanbase, leading to new partnerships and deeper investments in reaching women. This demonstrates a key lesson: brands should ensure they’re not overlooking marginalized communities, like women, in their marketing efforts.
Examples: 1 | 2 | 3
A recap of what you might have missed while not online
TMZ: TMZ published a tweet acknowledging their mistake in spreading unfounded rumors about Beyoncé's rumored performance at the Democratic National Convention.
NASA: NASA reports that the astronauts who have been stranded in space for over 80 days are expected to be brought back to Earth next year.
Inside Out 2: Inside Out 2 becomes the first animated film to gross $1 billion internationally.
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