Pop Culture Collabs: Clout Chasing or Culture Building?

In the world of PR and marketing, pop culture collabs are around every corner. But as more brands rush to attach themselves to trending names or the next big thing, it's becoming clear that not all partnerships are created equal, and not all brands know how to play the long game.

Look at Gymshark and Alix Earle. At first, the partnership looked like a win for both parties. Alix was on the rise, dominating TikTok with her "get ready with me" content and naturally repping fitness-friendly aesthetics. Her fans could and would sell out anything she promoted in minutes (Business Insider, 2024). But the moment things got rocky in her personal life or public image, Gymshark pulled the plug fast. Instead of standing by her or leaning into transparency, they dropped her sponsorship entirely in an attempt to protect their brand from any backlash (Forbes, 2024).

That move backfired. Alix bounced back without missing a beat, continuing to grow her platform and working with some of the most sought-after companies like Voge and Sports Illustrated (Elle, 2024). Alix eventually sued Gymshark for breach of contract, and that lawsuit didn’t just spark headlines; it also exposed the shallow nature of many influencer-brand partnerships. Gymshark's attempt to sidestep drama ultimately landed them in a bigger PR mess than if they’d simply honored their agreement (Adweek, 2024).

Now contrast that with a brand like Poppie.

Poppie didn’t just partner with Alix. They invested in her story. As she introduced her audience to the brand, it didn’t feel overly forced or overly polished. It felt authentic to Alix. Over time, Poppie became part of her narrative, something real fans associated with her lifestyle. And it worked. That organic connection helped Poppie skyrocket in popularity, and who knows? Without that ongoing push from Alix’s loyal audience, they might not have landed a buyout from Pepsi(Bloomberg, 2024)..

So what’s the takeaway?

Pop culture collaborations aren’t just about timing. They’re about trust. When brands treat creators like short-term assets, audiences notice. But when they commit to building real stories with real people, their flaws and all, they gain more than exposure. They gain credibility, loyalty, and long-term impact (Fast Company, 2024).

In a world flooded with fast partnerships and cancel culture, the brands that win are the ones that stay rooted in authenticity. Anyone can go viral. However, not everyone can build a community, and that’s the difference between a marketing moment and a cultural movement to help brands stay on top long after the trend is over.

Sources:

• Adweek. (2024). Gymshark Faces Backlash and Lawsuit After Dropping Alix Earle.

• Bloomberg. (2024). PepsiCo Acquires Poppie in $400 Million Deal.

• Business Insider. (2024). Alix Earle’s Rise to Fame and the Power of TikTok Influence.

• Elle. (2024). Alix Earle’s Glow-Up Era: From TikTok to Vogue and SI Swimsuit.

• Forbes. (2024). Influencer Fallout: What Brands Risk When They Bail Too Fast.

• Glossy. (2023). Inside Poppie’s Influencer Strategy and Gen Z Appeal.

• OpenAI’s ChatGPT (2025). Used for drafting, editing, and verifying marketing insights.