Rockin’ around the Linktree, or so it goes.

Whether it’s a creator rounding up the best Black Friday sales or sharing a gift guide on what to buy for friends and family, the holidays have become ripe for affiliate content across social platforms. This November, affiliate holiday content was 17% higher than it was a year ago, according to the influencer marketing platform Traackr.

That’s in part because affiliate marketing can be a safer—and often less expensive—bet than larger creator deals.

“When it comes to the holiday season, every brand wants an affiliate deal because it’s commission-based and therefore a little bit less risky,” Lily Comba, founder and CEO of influencer agency Superbloom, told us.

As creator marketing budgets tighten and brands experiment with compensation methods amid economic uncertainties, marketers tell us that the affiliate space shows no signs of slowing down, which means this year’s holiday campaigns could set a precedent for how some creator deals are executed in 2026.

Continue reading here.—KH

Nothing says “offseason” quite like cracking open a cold drink. That’s why, for its first athlete partnership, vodka iced tea brand Sun Cruiser chose to work with a player who’s not currently on the court.

The brand, which was introduced by owner Boston Beer Company last year, tapped Indiana Fever guard Sophie Cunningham as its first athlete partner, and according to Erica Taylor, senior brand director for Sun Cruiser, the brand may work with other sports stars during their downtime.

The offseason strategy isn’t exactly common, given that athletes typically see the most attention and screentime while they’re playing, but Taylor said the timing is logical for Sun Cruiser, which is aiming to grow brand awareness while also emphasizing that it’s the perfect drink for taking a break.

“We know she’s a serious athlete, so we were just cognizant of [the fact that] we are an alcohol brand,” Taylor told Marketing Brew. “It’s about unwinding and relaxing, and so teaming up with her postseason just made a lot of sense for us.”

Shoot your shot: To kick off its first athlete deal, Sun Cruiser hosted a pop-up event at Rocco’s Sports & Rec in Manhattan with Cunningham last month. Attendees got access to food and drinks and a free throw contest at the bar, which Cunningham also competed in. The event was largely meant to spread the word about the partnership, particularly in the press and on social media, Taylor said.

“We’re a new brand, so we’re driving awareness for Sun Cruiser, and we’re going to do it together with her,” Taylor said. “It’s about amplifying her voice in our brand together.”

Read more here.—AM

You may or may not own the viral beach tote by Bogg—coveted by suburban moms and spotted on just about every TikTok “beach day” video—but you’ve definitely seen it. The molded, washable bag has become something of a summer status symbol, retailing for around $100 and known for its surprising durability and quirky colorways.

Since going viral during the pandemic, Bogg has grown into a $100 million-a-year business, selling more than 4 million products across 15,000 stores, Amazon, and its own site, and reaching $200 million in “lifetime sales.”

Now, with its new Bougie Quilted Collection, a line inspired by luxury bags and featuring customizable details—the brand hopes to not only maintain its momentum, but elevate its image beyond the quintessential beach tote.

Founder and CEO Kim Vaccarella said she believes the company’s real advantage over luxury is in its accessibility, customization, and durability—“all of those things that, as a mom, I was looking for when I created the bag.”

Vaccarella spoke with Retail Brew about the brand’s suburban-mom appeal, the secret to sustained virality, and how Bogg is navigating economic headwinds.

Continue reading on Retail Brew.—JS

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Executive moves across the industry.

• Lululemon CEO Calvin McDonald is leaving the role in January.
• OpenAI tapped ex-Slack CEO Denise Dresser as chief revenue officer.
• Sonic Drive-In hired Arby’s alum John Kelly as president.