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Football is more than just a sport, it’s a cultural multiplier that influences people around the world, shaping trends and inspiring communities beyond the field. Central to this phenomenon is the powerful partnership between athletes and brands, where collaborations go beyond the game itself. From David Beckham, who was included in FourFourTwo's greatest team of our lifetime and his iconic work with Predator to Lionel Messi’s cross-category campaigns with Adidas, these collaborations are not just endorsements. They are defining moments that connect cultures and forge strong emotional ties with fans. Athletes have evolved into cultural icons whose impact reaches into fashion, music, and social causes. Collaborations enable them to amplify their voices, providing a platform to express their individuality while partnering with brands that resonate with their values. Collaborations can be win-win For fans, these alliances make their heroes more relatable, showcasing them as aspirational figures who excel on the field and navigate their journeys off it. For the athletes, these partnerships present opportunities to diversify their income, build their profile, and explore new creative paths. Brands benefit as well, gaining access to engaged audiences and enhancing their credibility and cultural relevance by aligning with some of the most followed players in this global sport that we love. The landscape of athlete collaborations is as varied as the athletes themselves. On one side, high-profile partnerships with global stars like Lionel Messi , David Beckham, Jude Bellingham, Bukayo Saka and Kylian Mbappe capture the spotlight. These collaborations lead to iconic moments, from signature products to memorable brand campaigns. However, niche collaborations with next-generation talents or community-focused initiatives offer a refreshing sense of authenticity. By highlighting younger players these partnerships build trust and loyalty within specific communities, creating a personal connection that larger collaborations often miss - connecting with fans and the audience on a deeper and real level. At DEFY, we take a look at creating partnerships that showcase a distinct perspective. By connecting niche brands with some of our most talented individuals, we illustrate that meaningful collaborations don’t always need large budgets. The work of Ruby Doe and Jessie Gale with Sergio Tacchini, or Cole Deeming’s partnership with LUKE – a Midlands-based brand rich in football tradition – serve as excellent examples. Especially with Cole signing his first professional contract for West Brom, LUKE’s rich football heritage was a no-brainer. These collaborations highlight how focused partnerships, can produce substantial returns for niche brands while enhancing the visibility of emerging talent. Traditionally, athlete collaborations in football focused on performance. Signature boots and technical gear were the foundation of these partnerships, highlighting on-field achievements. However, the narrative has shifted. Today’s collaborations blend sport, lifestyle, and culture. Capsule collections like Beckham’s 70s-inspired Predator line or multi-category campaigns that include apparel reflect the modern athlete’s muse both on and off the pitch. Footballer collaborations now shape global fashion trends, transforming players into influencers who redefine the essence of being a professional athlete. The power of these collaborations lies in their ability to convey engaging stories. Athletes’ personal experiences often resonate with their fans' aspirations, fostering a connection that feels genuine and intimate. Through the vast number of social media platforms like Instagram, YouTube and Tiktok these narratives reach audiences instantly, enhancing the impact of partnerships and bringing fans closer to their heroes. Collaborations also merge inspiration with accessibility, allowing fans to envision themselves like their idols while interacting with products that seem attainable. Navigating the world of athlete collaborations comes with its own set of challenges. Striking a balance between authenticity and commercial goals is crucial, as overly commercial partnerships can alienate fans and drive them running to the hills. Excessive exposure may lessen the uniqueness that makes these collaborations appealing, and brands increasingly need to ensure their partnerships reflect the diversity and inclusivity of football’s global audience. One often overlooked benefit of these collaborations is their impact on an athlete’s self-identity. Footballers lead highly structured lives, often lacking control over their daily routines, from diet to public appearances. The pressure to perform consistently, both on and off the pitch, is significant. Engaging in meaningful collaborations provides players with an avenue for self-expression, allowing them to explore their creativity and pursue passions beyond the sport. When these partnerships resonate with an athlete’s personal identity, they can be genuinely transformative. Partnerships hold particular importance for lesser-known footballers. For young players or those in lower leagues, collaborations are crucial for enhancing their personal brand and social standing. These deals not only offer an additional income stream for players earning lower wages but also introduce them to the business landscape beyond football. As the commercial aspect of the sport expands, young players are becoming aware of the significance of brand collaborations earlier, enhancing their value both on and off the field. Looking to the future, athlete collaborations are set to become even more innovative and purposeful. With social responsibility taking centre stage, we can anticipate more partnerships that support meaningful causes, showcasing the commitment of both athletes and brands to effect positive change. Technology will be a key player, with digital advancements transforming how athletes engage with their fans. Sustainability will also be a priority, as consumers increasingly demand more eco-friendly practices. Athlete collaborations have transformed football into more than just a sport. They’ve created a global culture that blends performance, storytelling, and aspiration. As brands like Adidas, New Balance, Nike and challenger brands such as Skechers continue to push boundaries, these partnerships will remain a powerful force, inspiring the next generation to see football not just as a game but as a lifestyle, a movement, and a story that continues to unfold.

The Los Angeles Dodgers are actively exploring options to strengthen their bullpen. According to Fabian Ardaya of The Athletic , the team is interested in free-agent reliever Tanner Scott, who made his All-Star debut in 2024. Additionally, the Dodgers are considering a potential trade for Milwaukee Brewers closer Devin Williams. Dodgers Still Looking To Solidify Bullpen The Dodgers’ interest in Scott is not new. They were among the finalists to acquire him at the 2024 trade deadline before he was ultimately traded to the San Diego Padres (via Jon Heyman of The New York Post). Scott enjoyed a stellar 2024 season, posting a 1.75 ERA with 84 strikeouts in 72 innings pitched between the Padres and Marlins. He continued his strong performance into the postseason, pitching 4.1 scoreless innings in the NLDS. MLB analyst Jim Bowden projects Scott to command a four-year, $60 million contract in free agency. The Milwaukee Brewers, meanwhile, declined Devin Williams’ $10.5 million club option for 2025, but he remains under team control for one more year of arbitration. As a result, Williams’ future with the Brewers is uncertain, potentially opening the door for a trade. Williams, the 2020 NL Rookie of the Year, has been a dominant force in the Brewers’ bullpen. Since his debut, he has posted a career ERA of 1.83, solidifying his status as one of the league’s top relievers. In 2024, Williams continued to excel, posting a 1.25 ERA and a 0.969 WHIP in 22 appearances. He averaged a remarkable 15.8 strikeouts per nine innings. Unfortunately, his season ended abruptly when he allowed a game-winning home run to the New York Mets in the NL Wild Card Series. The Los Angeles Dodgers have already made significant moves this offseason, signing Blake Snell and Michael Conforto. Their focus now shifts to bolstering their bullpen, with Scott and Williams emerging as top targets. They remain front runners to land Japanese fireballer, Roki Sasaki, as well. This article first appeared on LAFB Network and was syndicated with permission.

A woman who snuck onto a Delta Air Lines flight from New York City to Paris earlier this week without a boarding pass was removed from a return flight Saturday after creating a disturbance prior to takeoff. CBS News has confirmed that the stowaway, whose name has not been released, created a disruption Saturday on Delta Flight No. 265, bound from Paris Charles de Gaulle Airport to John F. Kennedy International Airport. She was removed by French law enforcement, causing a delay of more than two hours before the flight's eventual departure. She will not be returned to the U.S. on Saturday and will remain in French custody for the time being, CBS News learned. French authorities had escorted her to the plane but were not traveling with her. She became disruptive while on board and police were called to remove her. The situation initially unfolded Tuesday, when the woman boarded Delta Flight No. 265 from JFK Airport to Paris without a boarding pass. The flight was not sold out, and she was discovered when a flight attendant became concerned that the woman was making frequent and lengthy visits to various lavatories aboard the Boeing 767-400ER, according to a source familiar with the incident. French police came aboard the plane after it landed and took her into custody. The French Ministry of the Interior only identified her as a Russian national. Passenger Rob Jackson, who shot video of French authorities coming onto the plane after it landed in Paris, told CBS News he noticed the flight attendants behaving oddly as the flight was descending. "I heard them saying, like, we have a passenger who we think was hiding in the lavatory during takeoff," Jackson said. "She does not have a seat. She did not have a boarding pass. And basically, she's a stowaway." A Transportation Security Administration source told CBS News that the woman went through an advanced imaging technology body scanner at a checkpoint in JFK Airport after somehow appearing to evade the document and ID check portion of the TSA process. Her bags were also scanned for prohibited items before she went to the gate and snuck onto the flight, the source said. A TSA spokesperson confirmed in a statement that the woman "without a boarding pass was physically screened without any prohibited items" and then "bypassed two identity verification and boarding status stations and boarded the aircraft." After getting through TSA security, it's unclear how exactly the woman boarded the plane without showing a boarding pass or passport to Delta staff. French law enforcement and the TSA are separately investigating. The woman could be subject to a civil penalty or fine for bypassing the document check process. Paris John F. Kennedy International Airport Delta Air Lines Emmy Award-winning journalist Kris Van Cleave is the senior transportation correspondent for CBS News based in Phoenix, Arizona, where he also serves as a national correspondent reporting for all CBS News broadcasts and platforms.It was the fourth time this season they had conceded four or more and the performance showed why they have the Premier League’s worst defence. When O’Neil and the players went over to acknowledge the visiting supporters there were boos for a run of two wins in 14 league matches. “Whatever the fans think of me, there is definitely no-none working harder than me and I will continue to do so until someone tells me not to,” said O’Neil, who is under increasing pressure with his side second bottom of the table. “I go over there to see them because I appreciate every one of the Wolves fans. They have given me unbelievable support since I arrived at the football club,” he said. “We managed to produce some unbelievable stuff last season with a team that was heavily tipped by most of the nation for relegation. We managed to enjoy it together. “Now it is tough. I was happy to go over there and look them right in the face and take any criticism they want to throw at me. “I accept responsibility for my part in that. Whatever criticism they want to throw at me will not change how I feel about them. “Everyone at this football club needs to do more. We will get back to be ready to fight again on Monday (another crucial game against West Ham, whose manager Julen Lopetegui’s tenure is hanging by a thread). “I will work with everything I have. I will back myself to get the most out of the group. I understand the drive for change (but) you never know how much of a percentage of supporters it is.” Veteran Ashley Young ended Everton’s 370-minute wait for a goal with a 10th-minute free-kick, his first league goal for more than two years, and on-loan Lyon midfielder Orel Mangala blasted home his first for the club to establish a 2-0 half-time lead. Two Craig Dawson own goals secured Everton’s biggest home league win since April 2019, but manager Sean Dyche insisted their issues up front were far from sorted. He said: “It’s our fifth clean sheet in the last eight so the consistency has been there in one degree, we just haven’t been scoring goals. That’s been the hardest thing to find consistently and we haven’t solved it yet. “Goals change everything, they change opinions. That’s what football is like.” The victory was hugely important in a month in which, having been hammered 4-0 at Manchester United, they face top-six sides Liverpool, Arsenal, Chelsea, Manchester City and Nottingham Forest and undoubtedly eased some of the pressure on Dyche and his players. “I’ve told them how proud I am of them,” he added. “The challenges come thick and fast on and off the pitch and they just keep going. “It’s only a step and there are many more to go but it’s a good step and a positive step. “It’s a temporary moment in time because the next one is a big one (Saturday’s Merseyside derby).”

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RIYADH: Harry Potter: A Riyadh Season Adventure is one of the many enthralling and enchanting experiences on offer at Riyadh Season this year. The pop-up experience, brought to life by Warner Bros., offers fans of all ages an immersive opportunity to step into the magical universe of witches, wizards and muggles. Set in the vibrant Boulevard City, the area is designed to showcase some of the most iconic locations from the beloved film series, such as Hogwarts and others. Interactive technology plays a significant role in the experience. Guests can take part in a Great Hall Sorting Experience, where they find out which Hogwarts house they belong to, and engage in Quidditch activities, as well as practice their Quaffle skills on the pitch. There is also a zone where visitors can try wands and cast magical words they learned from the film series, like “Expecto Patronum.” For those looking to take a piece of the magic home, the Wizarding World Shops offer exclusive merchandise, ranging from wands to house scarves, and the Three Broomsticks Food Hall offers refreshing drinks, cupcakes and other desserts. Costumes are a big part of the fun experience, and there is a dedicated area for shopping, ensuring that everyone can find the perfect outfit to enhance their visit. Maram Al-Ruwaili, a passionate fan dressed as a Slytherin, shared her excitement: “I’ve been a Potterhead since 2003. Now at 31, I still consider myself a big fan. I’ve tried one Harry Potter experience before, but not in Saudi Arabia. “This time, sitting in the Great Hall, surrounded by sound effects from the films, made it feel like we were true Hogwarts students. The atmosphere, especially with the Dementors and Christmas sounds, was magical.” The event has attracted a diverse crowd, including international visitors. Nanditha Krishnakumar, an enthusiastic attendee from India, expressed her love for the experience: “I’ve adored Harry Potter since childhood, and this is truly amazing. It feels so lifelike and brings my dreams to life. I love Slytherin; it might seem like an evil house, but it’s one of my favorites. I can’t wait to see what else is in store.” Aisleen de Asis, a nurse who has lived in Saudi Arabia for almost a decade, shared her perspective: “Harry Potter is a significant part of my childhood. I heard about this experience from friends and colleagues who enjoyed it, and I had to check it out myself. Being here brings back so many nostalgic memories.” The Harry Potter experience at Riyadh Season also celebrates community and shared passion. Fans from various backgrounds are coming together to relive the magic of their childhood, creating connections through their love for the series. The excitement is palpable, as visitors share their stories, dress up as their favorite characters, and take part in the interactive activities that bring the magic of the books and films to life. Whether you are a longtime fan or new to the series, the magical experience is not to be missed.CLEVELAND (AP) — Alyssa Nakken, the first woman to coach in a Major League Baseball game, is leaving the San Francisco Giants to join the Cleveland Guardians. Nakken made history in 2022 when she took over as first-base coach following an ejection. A former college softball star at Sacramento State, Nakken joined the Giants in 2014 and was promoted to a spot on manager Gabe Kapler's staff in 2020, becoming the majors' first full-time female coach. Nakken has been hired as an assistant director within player development for the Guardians, who won the AL Central last season under first-year manager Stephen Vogt — the AL Manager of the Year. With Cleveland, the 34-year-old Nakken will work with former Giants coaches Craig Albernaz and Kai Correa. Her exact duties are still being determined. "We thank Alyssa Nakken for her incredible contributions to the San Francisco Giants and for trailblazing a path for women in sports,” the Giants said in a statement on Friday. "Her leadership, dedication, and passion for the game have inspired countless individuals, and her impact has been truly transformative for the Giants organization and the baseball community. “As she embarks on this exciting new chapter in her career, we have no doubt that she’ll continue to inspire and achieve great things. We wish her and her family nothing but the best.” Nakken is the second on-field female coach hired by the Guardians. In 2023, the club brought in Amanda Kamekona as their hitting development coach for their year-round training academy in Goodyear, Arizona. Last season, she was an assistant hitting coach at Double-A Akron. Kamekona was twice a third-team All-American at UCLA after transferring from Cal State Fullerton. AP MLB: https://apnews.com/hub/mlb

Stock market today: Tech stocks and AI pull Wall Street to more recordsRemember the story about the elephant seen from different perspectives? Here’s a twist. A biologist with a telescope peered at the animal and said, I see a hairy grayness horizon to horizon. A toenail fungus specialist examined its feet, and prescribed antibiotics. A climate change specialist didn’t see the elephant because he was fixated on plucking the dry grass. A physicist looked at the elephant and had nothing to say. Elon Musk was there, and he told them not to waste their time standing around an elephant. We need results in quantum mechanics, he explained; we need superconductivity at room temperature, we need research piped straight to technology. We need science to serve technology, which as you know improves man’s condition. This may not be the story as you remember it, but I assure you that a few things about it are true. The people around the elephant are scientists, but even in science, we can only see with the tools we have, and we create those tools in anticipation of what we might see. As a result, we are limited in our capacity to break out of this circle. We are primed to see — or not — in a certain way. However, breakouts can and do happen — often when two incommensurate ideas meet each other. Consider what happened when homo economicus or “economic man,” theory met psychology: a new field was born, behavioral psychology. Or consider the friction between gravity and God, a meeting of concepts that caused a huge shift in human society’s relationship to astronomy and divinity. Second, it’s not by chance that the examples cross the bridge between what we call humanistic knowledge and what we call science. Their conceptual distance from each other results in the possibility for innovation. The role played by metaphors in biology introduces future paths for research. Schizophrenics have a better prognosis when they are told they’re like shamans. Darwin’s nature acts, despite herself, as a causal force — like the very God that evolution puts into question. Falling in love felt so powerful that the ancients thought seeing the love object caused a wound in your eyes. It worked well with the theory that eyes emitted rays. You cannot, it turns out, take the human out of the science. Third, in separating the humanities and science, we are voting to blind ourselves for the future and to deplete the richness of multiple perspectives on reality. Worse, our now-isolated sciences are in danger of being kidnapped and reared as technology’s handmaiden. It wasn’t always so: the Aristotles, Leonardos and al-Haythams — even the Turings — had an intellectual background that incorporated the humanities, the social sciences and the sciences, and their discoveries came out of that multifaceted approach. Now we have teams of specialists working for market-minded research that is not about truth, or even the search for truth, but for profit. Science is done at scale, and that is making a huge difference to its relationship to other fields of knowledge. There’s a place where we can intervene, but no one seems to be doing it. That place is higher education. We could teach our students that there is no hard boundary between science and humanistic learning. We could teach them how these fields influence each other. We could take down the hard walls around different fields, both bureaucratically and literally. Instead, we reproduce these unhealthy gulfs in our university’s outdated departments and divisions, which generate the kind of specialist knowledge without context that is our growing problem. If we want education to be relevant to the bigger problems we all face, this has to change. Perhaps the public feels this already, or our colleges wouldn’t be in a crisis of irrelevance. We need to put these forms of knowledge back together so that they can work with each other.

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NORFOLK, Va. — John Hinckley Jr., the man who attempted to assassinate President Ronald Reagan in 1981, wrote on social media this week that he planned to open a music store in the Williamsburg area. On Monday, he posted on X that he’d be opening a business in Williamsburg at 455 Merrimac Trail. “Grand opening is in a week or two!” Javascript is required for you to be able to read premium content. Please enable it in your browser settings. Get the latest news, sports, weather and more delivered right to your inbox.