Never mind Wimbledon, Naomi Osaka and her brand partners are acing this moment

Naomi Osaka's decision to pull out of  Wimbledon this year could have been a disaster for the brands that sponsor her. Big name companies like Nike, Beats by Dre, and Tag Heuer would have expected to see their products featured on tennis’ brightest star. But many of these brands embrace Osaka—and other athletes like LeBron James and Colin Kaepernick—as more than just players. “They stand for so much more,” says Beats by Dre CMO Chris Thorne.   This represents a shift in how athletes are seen: as three-dimensional human beings with hobbies, passions, and political views. Increasingly, brands are willing to get behind all of those aspects when they back a player. Not only because it's good PR, but because the greater reach an athlete has, the greater the brand visibility as well. Read Jeff Beer’s story here. — Co.Design Editors   Never mind Wimbledon, Naomi Osaka and her brand partners are acing this moment Missing two Grand Slams is far from a commercial calamity when sports culture is pop culture.   READ MORE   The twisted psychology of capitalism—and why it won’t hold sway forever Postwar capitalism trades not on happiness but on unhappiness.   READ MORE   The $277 billion market fashion can no longer ignore A new exhibit showcases gorgeous and innovative Muslim fashion, a growing sector that entices even non-Muslim customers.   READ MORE   Ikea faces backlash for Pride-themed love seat that reads ‘nobody believes you’ It’s part of a larger campaign with designs representing different sexual identities.   READ MORE   Stunning new museum brings Hans Christian Andersen’s stories to life The H.C. Andersen House uses the author’s playful storytelling style as a lens to view his life and work.   READ MORE

The suburban golf course, reconsidered for the age of climate change A community of civic-minded Texans filed a lawsuit to halt real-estate development on a golf course, then transformed it into a 200-acre, flood-resistant conservancy.   READ MORE

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