#DECODED BLOG CW27 2025

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

🎧 Drake reopens the Kendrick file, Shindy trains in silence

Old beef, new boundaries — rap turns inward.

Drake just entered his Iceman phase. In a surreal, lo-fi livestream through frozen warehouses and Toronto streets, he dropped “What Did I Miss?” — a cold, reflective track that reopens the Kendrick Lamar chapter without saying names. It’s less attack, more audit: loyalty questioned, friends turned foes, and the fallout of a beef that divided rap’s inner circles. Subtle jabs hit hard: “It’s love for my brothers and death to a traitor.”

More to come — “Episode 1” suggests we’re only at the start. Until then, the track’s haunting energy and cryptic rollout set a new tone for the summer.

Meanwhile, Shindy’s deep in Sport & Diät mode. His latest single off the upcoming <3 MY PEOPLE album blends luxury, focus and flex. Directed by Shindy himself, the visuals lean clean and cinematic. The beat? CAZ & Cubeatz. The vibe? Morning grind with millionaire discipline.

👟 The football takeover: Tiakola x Nike, Maha’s Shox revival & Adidas enlists Samuel L. Jackson

Banlieue energy, Y2K throwbacks, and timeless icons take over the streets.

Football just became fashion’s favorite blueprint — again. Tiakola teams with Nike for a reworked Total 90 jersey: reversible, gradient-drenched, built for the streets. Under the slogan “Bienvenue Dans Le Milieu” (and named after his latest mixtape), the shirt bridges music, sport, and banlieue culture. Arsenal’s William Saliba fronts the campaign — young, proud, unapologetically French.

On the sneaker side, Nike and Maha Amsterdam bring back the T90 Shox Magia. It’s 2003 all over again, but shinier. Lacquered leather, asymmetrical lacing, visible Shox cushioning and pure Y2K energy — worn by Veneda Carter at Paris Fashion Week. The silver pair drops exclusively at Maha; the black/metallic colorway lands globally soon. Streetwear just caught a second wind from the pitch.

Then there’s Samuel L. Jackson. Adidas tapped the legend for their new Superstar campaign, kicking off with a cinematic teaser called Pyramids. The vibe? Time, legacy, and influence. Jackson embodies the message: bold, original, unforgettable — just like the sneaker. Expect more, with a cross-generational cast of culture-shapers stepping into frame. Superstar status, redefined.

🌀 2016 Reloaded: VSCO Filters, King Kylie & Digital Innocence

Aesthetic nostalgia, Tumblr-core edits, and the internet’s softest era remixed.

If your TikTok FYP feels like a Tumblr feed from 2016 — you're not alone. Nostalgia is back, and this time it’s hyper-specific. From blurry photos with Paris filters to Kylie Jenner lip kits, the internet romanticizes 2016 as the last “innocent” digital era.

Back then, Pokémon Go took us outside. Stranger Things gave us synths and sci-fi. Pop culture was obsessed with reboots — Fuller House, Cursed Child, Rogue One. It was messy, weirdly comforting, very online. Sound familiar?

Now, Gen Z digs into that mid-2010s aesthetic like vintage. But here’s the twist: they’re not just looking back — they’re remixing the moodboard to build what’s next. Nostalgia, meet remix culture.

📣 Stadium Lights, Rap Nights & Basel’s Walking Footballers

From pitch to pavement — women’s sports, hip-hop hoops, and street-level creativity hit different.

A new Nielsen & PepsiCo report projects women’s football will hit 800 million fans by 2030 — potentially top 5 global sports. Huge. The Women’s Euro is live, and cities like Basel embrace it: pedestrian lights turned into mini footballers to celebrate. Cute, smart — and way more creative than most men’s tournament activations.

Germany plays Denmark tonight. A few years ago, that wouldn’t make mainstream culture pages. Now? Headline-worthy.

Meanwhile, back in Germany: Beats & Buckets made history as the country’s first “basketball meets hip-hop” event. Rap stars like OG Keemo, Ansu, and Soho Bani hit the court alongside pro ballers in a tournament-meets-street-culture mashup. It’s not just a game — it’s fashion, music, sport, and crowd energy in one giant crossover. Think NBA All-Star Weekend, but with Deutschrap and grimey vibes.