Niko knows...CULTURE // Issue #2
What's going on in the #Nikoverse? ✨🪐 There's a ton of hip-hop, soccer, podcasts, basketball, football, fashion and gaming happening. To sum it up: a lot of culture.
Yo! Welcome to the 2nd edition of my personal Niko BACKSPIN newsletter, where I dive into the latest and greatest from the diverse world of culture. I have some exciting stories lined up for you this week: from the Olympic Games to Streetball, Golf, Rugby, and Fashion. So let's get started 💯
#NikoKnows…OLYMPIC GAMES
Snoop Dogg Brings the Fun to the 2024 Paris Olympics
Snoop Dogg is bringing major vibes as NBC's special correspondent at the 2024 Paris Olympics.
The rapper has been all about pumping up athletes and fans, making the games a blast.
From dancing with the gymnastics team to swimming with Michael Phelps, Snoop is the life of the party.
Who's having a better time at the 2024 Paris Olympics than Snoop Dogg? As NBC's special correspondent, Snoop is clearly living his best life and making the games a whole lot more enjoyable for everyone. He's been hyping up athletes and cheering on Team USA, much to the delight of fans at home. From taking a swim with Michael Phelps to carrying the torch at the opening ceremony, Snoop has been stealing the spotlight at every turn. Here are some of his best and funniest moments so far:
Simone Biles was the first to spot Snoop. The gymnastics legend was on the floor during the qualifying round when she suddenly pointed to the stands. There was Snoop, in full dance mode, arms outstretched and grooving. In no time, Jordan Chiles joined in, and they had an impromptu dance party right there. Just another example of Snoop bringing the good vibes and making the games more entertaining.
Imagine looking up from the pool after winning a gold medal and seeing Snoop Dogg going wild in the stands. That’s what happened to Caleb Dressel after he won the Men’s 4x100m freestyle relay. “Go baby, go!” cheered Dressel’s wife Meghan, with Snoop right beside her. “You got it, baby!” yelled Snoop. “Gold! Gold! Gold! Gold!” He could’ve said it eight times, matching the number of gold medals Dressel has won in his amazing career.
By the way…according to Henry McNamara on X, they're paying him $500K per day and covering his expenses as well. Considering Snoop's lifestyle, those expenses won't be low, either.
#NikoKnows…TENNIS
Andy Murray Bids Farewell to Tennis
Andy Murray announces retirement after a fantastic tennis carrer
Murray's career boasts three Grand Slam titles, three Olympic medals, and reaching World Number 1.
Off the court, he made significant contributions through partnerships and charitable work.
Andy Murray has announced his retirement from an extraordinary career that spanned over 20 years and saw him play more than 1,000 matches. With three Grand Slam titles, three Olympic medals, a Davis Cup victory, and reaching the top spot as World Number 1, Murray's legacy as a fierce competitor is solidified. His grit, determination, and knack for taking fans on an emotional rollercoaster during matches will be remembered for generations.
Off the court, Murray made just as big an impact. His long-term business partner, Matt Gentry, highlighted how Andy spoke intelligently on tough issues and worked tirelessly with organizations like UNICEF and WWF, showing his commitment to making a difference beyond tennis. Murray also took a thoughtful approach to his business ventures. As discussed by Gentry on the Sports Pundit Podcast in January, premium British activewear brand Castore completed a £150m raise at the end of 2023, valuing the company at nearly £1 billion (£950m). This milestone is a testament to the strategic vision of Murray and his team at 77 Sports Management, as he became the first significant partner of the brand just over four years ago. For Murray, this deal could end up being “seven or eight times his biggest deal ever.” Matt Gentry, then Managing Director of 77 Sports Management, emphasized the smart strategy behind Murray's partnerships and investments.
#NikoKnows…FASHION
Tick-Tock, It's G-SHOCK: New Two-Tone Utility Series is here
G-SHOCK drops the Two-Tone Utility Color Series with five fresh models.
These watches sport beige, olive green, and black designs, perfect for adventurers.
Prices range from $110 to $150 USD, now available through G-SHOCK.
Have you heard about G-SHOCK's latest drop? The Two-Tone Utility Color Series just hit the shelves, featuring five new models with a cool Gorpcore vibe. What's the deal with these new watches? They focus on a sleek beige, olive green, and black color scheme, blending utilitarian style with practical functions and rugged durability. Perfect for outdoor enthusiasts and adventurers, right? These new designs even take inspiration from the popular Master of G MUDMASTER series with their two-tone design approach. Each watch in the series comes with a matte-black case, keeping the iconic look and dial layout of its respective model.
The GA110TU-1A5, DW6900TU-1A5, and GX56TU-1A5 models sport beige accents and bands. Prefer olive green? The GA100TU-1A3 and GA710TU-1A3 feature olive green bands with light gray accents. Why am I so excited about this? Well, I've been a partner with G-SHOCK for a long time and I genuinely love the brand. This latest collection is just another reason to be thrilled. With prices ranging from $110 to $150 USD, the Two-Tone Utility Color Series is now available for you to check out through G-SHOCK. Ready to find your next favorite watch?
#NikoKnows…GOLF
Swing in Style: Evian and Malbon Golf Team Up for a Fresh, Limited-Edition Collection
Evian and Malbon Golf have teamed up to launch a cool, limited-edition, four-piece apparel collection.
The Amundi Evian Championship marks 30 years of celebrating top female golfers.
The collection is all about bright pastels in pink, white, and hints of blue, perfect for summer.
Nestled in the beautiful mountains of Evian-Les-Bains, the Amundi Evian Championship has been celebrating the best female golfers for 30 years, showcasing stars like Celine Boutier and Brooke M. Henderson. To celebrate the 2024 tournament, Evian has joined forces with Malbon Golf to create a limited-edition, four-piece golf apparel collection. So, what's the scoop on this new collection? It's all about fun, bright pastels in Evian’s signature colors – pink, white, and hints of blue – capturing that perfect summer vibe. The two zip-up hoodies feature a playful cartoon golf ball wearing a hat, with the Evian and Malbon logos on the back. There are sleek, all-white outfits that pair perfectly with the collection’s classic bucket hat, while the pastel pink hoodie adds a fun splash of color. And don't miss the summer-ready golf dress with a half-zip and crisp, pleated collar.
As someone who loves hitting the greens, I’m super excited about this collection. It’s not just about looking good – it’s about making golf cooler and more approachable. This collaboration with Malbon Golf is a big deal because it brings a playful, streetwear vibe to the traditional golf world. Erica Malbon, Co-Founder of Malbon Golf, puts it perfectly: “We hope this partnership inspires women to embrace their individuality and pursue their passions with confidence.” Golf and streetwear coming together is a huge opportunity for brands. It’s a chance to make the sport more inclusive and stylish. So if you’re looking to up your golf game and your fashion game, this limited-edition collection is a hole-in-one!
#NikoKnows…RUGBY
Is Rugby the Next Big Thing in America?
Rugby has been trying to crack the American market for years, with no signs of stopping.
Rugby sevens could be the key, thanks to the rising star Ilona Maher.
Ilona Maher has 2.5M Instagram followers, making her the most followed rugby player globally and engaging a large North American audience.
Have you noticed rugby's push to make it big in America? It's been going on for years, and the efforts are still in full swing. Just last month, the All Blacks dominated Fiji in San Diego's Snapdragon Stadium. Looking ahead, a ‘festival of Rugby League’ is set to return to Allegiant Stadium in Las Vegas in 2025, and the 2031 Men's Rugby World Cup will be held right here in the USA.
But guess what? Rugby sevens might be the ticket to winning over American fans, and it’s all thanks to the incredible Ilona Maher. Have you heard of her? If not, you’re missing out! Ilona has taken the rugby world by storm with 2.5 million Instagram followers, making her the most followed rugby player on the planet. She’s got 1.2 million more followers than the next player! And get this—according to x+y Advisory’s data, almost 75% of her 9 million engagements in the past month come from the USA and Canada. So why is this such a big deal? Ilona isn’t just talking to a large audience; she’s connecting with a massive North American fan base that doesn’t overlap much with other rugby players, teams, or competitions. She’s bringing fresh eyes to the sport in a huge way.
I have to admit, I got hooked on rugby after seeing my first live game last year. Since then, I’ve been electrified by the sport. Have you ever watched a rugby match live? If not, it’s definitely something to put on your bucket list!
#NikoKnows…STREETBALL
Back to the 90s with 3x3 in Paris
The French Olympics could redefine the games with BMX, skateboarding, kitesurfing, and 3x3 basketball.
The IOC must balance refreshing the program, engaging new generations, and preserving the Olympic spirit.
Sports like skateboarding and 3x3 basketball, tied to hip-hop culture, could spark more inclusive street sports, boosted by the DBB women's success.
So, someone recently asked me if we're living through the coolest Olympics ever right now. First off, I get it - "cool" is a word my colleagues in the agency world like to question now and then, and fair enough. But you know what I mean. Maybe it's better to say global sports events are always "Cultural Moments." They capture the spirit of the times, influence pop culture, and get influenced by it too. At the games in France, I think BMX, skateboarding, kitesurfing, and 3x3 basketball have the potential to take the Olympics to a whole new level. The big challenge for the IOC is to keep the program fresh, engage a new generation watching on their screens, respect the subcultures, and still keep that Olympic spirit alive.
A lot of these sports are part of the global hip-hop scene. Skateboarding, obviously, but also 3x3 basketball, which could spark the next streetball boom. The DBB women's gold win was such a blast, and I really hope it helps push for more basketball on the streets, regardless of gender. After all, we've been here before.
If you’re curious to know more, I write as a Culture Columnist for Basketball-World.News, Kicker's basketball portal. Every couple of weeks, I dive into how culture shapes the basketball world, rather than just the game itself. Check out my latest column here.
That’s a wrap for today’s issue ✌🏼 Thanks for sticking with me (or at least for scrolling through). See you next week!
Best, Niko