From Olympic dream to wild ice healing: How Elladj Baldé rebuilt himself beyond competition
For most elite athletes, the dream is simple and absolute: make the Olympics. Stand on the biggest stage. Prove you were worthy of the sacrifice. For Elladj Balde, that dream…
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Adidas just dropped bold new colourways for All-Star Weekend
All-Star Weekend just got even louder. adidas Basketball marked the moment with the launch of two bold new colourways across two of its most exciting signature silhouettes: the Harden Vol.…
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The Super Bowl ads Canadians couldn’t stop watching on YouTube
The Super Bowl has long been about more than football, but Super Bowl LX further cemented its place as a cultural event that unfolds well beyond game day. On YouTube,…
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Levi’s uses the Super Bowl to spotlight originality and cultural influence
The Super Bowl once again proved why it remains the world’s biggest collision point for sport, music, fashion, and culture. Beyond the action on the field, it’s the rare global…
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Bad Bunny’s Super Bowl halftime show is already winning online
The Super Bowl is right around the corner and while the matchups, commercials, and party food still matter, the real cultural countdown is happening somewhere else entirely. It’s unfolding on…
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Why Gillette’s partnership with a Toronto basketball charity matters more than ever for young men
In a city where basketball courts often double as classrooms for life, Gillette is leaning into a role that goes far beyond grooming. Gillette has announced the second year of…
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FIFA’s Canada Celebrates brings World Cup energy coast to coast
As anticipation builds for the FIFA World Cup 2026, FIFA has unveiled Canada Celebrates, an ambitious national programme designed to bring the spirit of the tournament far beyond host cities.…
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Ferrari just upgraded its most important engine and it’s not under the hood
Formula 1 has always been obsessed with data. Every millisecond, every micro-adjustment, every variable is measured and refined. Now, Scuderia Ferrari HP is applying that same relentless precision to the…
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Molson’s newest performance enhancer isn’t found in a lab, it’s found in the stands
Performance enhancement in sport usually conjures images of elite training, nutrition plans, and marginal gains measured in fractions of a second. This winter, Molson is taking a very different —…
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Hyatt is turning Formula 1 weekends into luxury travel experiences you can actually access
World of Hyatt is officially entering the fast lane. The global hotel brand has announced that World of Hyatt will become the official hospitality partner of the Audi Revolut F1…
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