#DECODED BLOG CW22 2025

⛓️ DECODED: What just happened in culture & marketing? We got you — no scroll required.

🌈 Pride Month Kicks Off — Visibility, Protest & Pure Queer Joy A Global Celebration That’s More Than Just Rainbow Merch

Every June, Pride Month honors the LGBTQIA+ community — celebrating identity, love, and resistance. The roots go back to the Stonewall Riots in 1969, when queer communities in New York (led by trans women of color) stood up against police violence. That spark lit a global fire — and today, Pride is both celebration and protest.

In Germany, CSD (Christopher Street Day) marches are the heartbeat of Pride. Mark your calendars: Cologne celebrates on July 21, Berlin on July 27 — and as an agency with homes in both cities, we’ll definitely be showing up and standing loud, proud, and in solidarity.

Pride isn’t just rainbow merch — it’s political visibility, joyful resistance, and ongoing community care. Let’s keep showing up. Happy Pride!

👟 LEGO x Nike — Bricks Meet Hype in the Sneaker Game An Unexpected Collab Turns Childhood Icons Into Streetwear Heat

Two icons. One unexpected drop.

LEGO and Nike just teamed up — and yes, it’s as wild as it sounds. First on the shelf: the Nike Dunk x LEGO® Set (a sneaker and a buildable flex) and the Nike Air Max Dn x LEGO®. But this is just the beginning. More collab pieces are confirmed, and sneaker sleuths are already on the case.

Several sneaker blogs have uncovered model numbers, colorways, and early listings for upcoming LEGO x Nike drops — expected in August 2025. The twist? So far, all models are marked with “(GS)” or “(PS)” – Nike’s code for Grade School and Pre School sizes. That means we’re (so far) talking kids’ kicks only, max size EU 40. Adults, hang tight — or size down.

This drop nails the intersection of nostalgia, design, and hype culture. Childhood icons reimagined for the flex generation? We’re watching closely.

💄 Hailey Bieber’s rhode Acquired for $1B by e.l.f. Cosmetics A Gen Z Beauty Brand Becomes a Billion-Dollar Powerhouse

In a headline-making beauty industry move, e.l.f. Cosmetics has acquired Hailey Bieber’s skincare brand rhode for a massive $1 billion.

Since its launch in 2022, rhode has dominated the Gen Z skincare space with minimalist packaging, trend-led textures, and Bieber’s cultural power. But she’s not stepping away — quite the opposite: Hailey will stay on in a major leadership role, helping shape the brand’s future strategy and product vision.

With e.l.f.’s global muscle and rhode’s cultural momentum, this acquisition sets the tone for beauty’s next billion-dollar chapter.

🎧 New Music Drop — Global Heat, German Soul Trap & Summer Anthems

Pajel & Billa Joe Go Deep, While Tate McRae, Justine Skye, Odeal & Keinemusik Set the Vibe

🇩🇪 Circles — Pajel feat. Billa JoePajel just dropped Circles — and he brought Billa Joe with him, who’s been on a serious hot streak lately. The track flips introspection into something you can vibe to: mellow guitar loops, emotional verses, and melodic finesse.

Billa Joe slides in with ease, proving once again he’s not just consistent — he’s climbing. Soul-trap with substance? This one’s on repeat.

🌍 Just Keep Watching — Tate McRae (From F1 Movie)Released May 30 via RCA, Atlantic Records, and Apple Video Programming, Just Keep Watching is the fourth official single from the upcoming F1 movie soundtrack — and it’s high-octane, emotionally loaded pop.

Produced by Ryan Tedder and Tyler Spry, the track is a fast-moving club anthem with punchy percussion and a beat made for Tate McRae’s signature kinetic choreography.

The music video, directed by Bardia Zeinali, premiered on May 30 and channels Grease vibes — wind-blown runways, racing fits, and stacks of tires, cut with clips from the F1 film dropping June 26. It’s sleek, stylish, and built to loop.

🪩 OH LALA — Justine Skye x Kaytranada team up for OH LALA, a smooth and bouncy dance track that makes you want to move without thinking twice. Kaytranada’s signature bounce meets Skye’s sultry vocals in a way that feels effortless — and irresistible. It’s a grown-up groove with club energy and retro sparkle.

🌅 London Summers — Odeal, UK artist Odeal delivers what might be the official soundtrack to the summer. It’s smooth, crisp, and deeply emotional — echoing sunset drives, soft air, and the gentle tension between longing and letting go. This one feels like a warm memory in real time.

🤘 Crazy For It — Keinemusik, Boys Noize & Vinson join forces on Crazy For It, with vocals from Vinson and production that hits like controlled chaos. It’s pulsing, hypnotic, and made for late-night dance floors. The hook? “If you want it, you gotta go…” — and honestly, that’s the vibe. Berlin energy bottled up in 3 minutes.