ISSUE 88 /

A BULLETIN FOR
BIG IDEAS AND
BETTER BUSINESS.

OPINION / Brand

The Power of Personal Brand

💬 Greg Hoffman

Over the course of my career, one lesson has stood out above all others: the most enduring brands - whether built by companies or individuals - begin with a story. The lived experiences, the values, the aspirations that shape who you are. A story that becomes your voice and, in my view, your edge.

I’ve come to think of a personal brand as a world you create. A place where your beliefs, your creativity, and your ambitions come together in a way that others can step into and understand.

I’ve seen this hold true time and again. When people take ownership of their story, they find clarity in who they are and what they stand for. And clarity has a way of cutting through. It builds trust, and with trust comes influence.

In sport, the impact is magnified. Athletes today aren’t only competitors; they’re cultural leaders whose influence extends into entertainment, fashion, business, and beyond. More than half of their income can come from off the field. Their identity extends into the partnerships they choose, the causes they champion, and the communities they build. The ones who truly thrive are those who become architects of their own universe - moving from highlights to legacy by shaping their story on their own terms.

I was fortunate to spend nearly three decades at Nike, working alongside some of the most iconic athletes of our time. What struck me again and again was that those who transcended the game weren’t defined only by performance. They understood the power of their voice and used it to build a world around their identity.

That belief is what inspired me to create Beyond Your Limits - a new course designed to help athletes define who they are, build their universe, and unlock opportunities both during and after their playing careers. Because whether you’re still in competition or the final whistle has already blown, what matters is the story you choose to tell - and the legacy you choose to create.

I’ll leave you with this: your story is the foundation of your future. Build it with imagination, and it will carry you beyond your limits.

Beyond Your Limits is a 7-week masterclass for athletes ready to build a personal brand alongside their playing career - created and led by former Nike CMO, Greg Hoffman. He shares the mindset, methods, and brand-building playbook used at the highest levels of sport and business. This is not theory - it’s action. With hands-on exercises, downloadable tools, and guest contributors throughout, each module is designed to create real impact on your career. Learn more at beyondyourlimitscourse.com.

THE AGENDA

✏️ Pencil it in: your agenda for the coming week

1.
Ukrainian Design and Innovation Week returns to Kyiv. Under the theme LIMINAL - Design in the Space of Change, the festival explores creativity in uncertain times. A flagship DESIGN HALL showcases 130+ local brands, while the city hosts talks, student workshops, and even a cycling marathon through Kyiv’s landmarks.

28th September - 5th October

2.
Milan becomes the global capital of image and imagination as Viscom Italia opens its doors. The fair showcases the latest in visual communication, digital signage, interior décor, textile printing, and brand experience tech. With immersive demos, trend talks, and creative labs, it’s a proving ground for the next wave of commercial design.

1st - 3rd October

3.
Canva launches its global World Tour, bringing free workshops, design sessions, and product showcases to cities around the world. It’s an ambitious bid to democratise creativity - offering tools and training to anyone with a laptop and an idea.

Early October (global launch week)

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USA / Technology

The New Lens of Storytelling

Meta’s last week showcased their Ray-Ban collaboration which will be available for purchase in the US this week. Mark Zuckerberg introduced a pair of smart glasses equipped with a built-in micro-LED display, controlled via a new neural wristband that interprets subtle hand gestures. The design invites users to stream, translate, capture photos or 3K video. All hands-free, and all from their own point of view. Beyond filming, the glasses offer real-time captions during conversations, audio enhancements that isolate speech. For those who are hard of hearing, the glasses act as live subtitlers, opening new dimensions of participation.

We are entering an age where everyone can be the documentarian of their own life. No crew, no camera, no edit suite. Webcams and internet streaming introduced us to unpolished intimacy as far back as 1996; but these glasses offer something more radical: the ability to capture your reality, seamlessly, as it happens. Thousands of parallel perspectives will now be told in real time. In this torrent of lived footage, will individuality become noise or foster empathy? Will it fragment attention or lead to better understanding in an increasingly divided world. As tech edges closer to eye-level, the future of storytelling hangs in the balance, spectacle or sincerity.

UK / Biotechnology

E. coli’s Creative Upgrade

A new breakthrough in bioengineering has transformed one of the most ordinary bacteria on Earth into an unlikely pharmaceutical factory. Scientists at the University of Edinburgh have genetically modified E. coli to digest plastic-derived molecules and convert them into paracetamol: the everyday painkiller.

The humble microbe, long used in insulin production and molecular biology, is being repurposed for a new era of circular chemistry. This is not the first time E. coli has been creatively reimagined: the same team has previously coaxed it into producing vanilla flavouring and even perfume from industrial waste.

The promise is enormous - a microbial approach to recycling that not only removes plastic waste, but outputs useful goods. The implications are tantalising. Could the world’s waste problem be solved not by eliminating plastic, but by teaching bacteria to turn it into medicine?

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