A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Rosh Hashanah: Jewish New Year is celebrated today.
Sabrina Carpenter: Sabrina Carpenter features on the cover of Vogue Italia's October 2025 issue.
Dembele: Ousmane Dembélé is the 2025 Ballon d'Or winner.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Running the Internet
What It Is: In 2024, a record 55,646 runners finished the NYC Marathon, with over 200,000 vying for a spot in this year’s race. Running has evolved from exercise into a lifestyle, fueling a fall marathon season filled with training videos, race-day fits, runner meals, and viral moments like Harry Styles at the Berlin Marathon. For many, it offers both community and a personal goal.
COVID helped spark the boom: remote work freed time, while the decline of office culture created space for run clubs. Growing focus on physical and mental health, boosted by trackers, podcasts, and social media, also drives the trend. And as people embrace less boozy lifestyles, run clubs have become a new “third place”—sometimes still ending at bars.
Brand Takeaway: At its core, running reflects people’s desire for escape, mindfulness, healthier living, and achieving milestones that require real dedication. This signals a broader cultural craving for community and purpose-driven experiences. For brands, the opportunity is to tap into niche communities that create outsized cultural buzz. Consider ways to support and celebrate runners from spotlighting UGC to showing up at races with fun, unexpected activations. Helping Bridge URL to IRL by creating experiences that feel both social and personal and helping audiences find balance whether through wellness, mindfulness, or healthier habits. Running is more than a trend, it’s a movement toward lifestyle, community, and resilience. Brands that lean in authentically can build lasting relevance.
Examples: 1, 2, 3
Four must-click links that crossed our feeds today.
Belief that the end of the world is coming today spawns a TikTok frenzy called “RaptureTok.”
Are brand collabs killing NYFW?
Condé Nast is planning on launching an influencer storefront platform.
Valentino x Vans collab and created an AI-generated campaign film to promote the launch.
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