The Business of Influence, Tracked.
The Business of Influence, Tracked.
Track creator partnerships and activity
IShowSpeed will headline the first-ever YouTube FIFA Creator Cup, an exhibition football match bringing together YouTube creators and former World Cup players. Taking place on 12 July at Wollman Rink in Central Park, the match will stream globally on FIFA’s official YouTube channel and be simulcast on IShowSpeed’s own channel.
F1 teamed up with writer and Chicken Shop Date host Amelia Dimoldenberg to launch Passenger Princess, a four-part YouTube series where she learns to drive with established F1 drivers. Produced by her company, Dimz Inc., the show blends her signature humour with F1 culture and expands the sport’s storytelling beyond race weekends.
Colin & Samir have partnered with Lexus on Colin & Samir Start Over, a four-part YouTube series that follows the creators as they travel across the U.S. taking on four creative challenges: making music, off-roading, shaping surfboards and learning to make chai. Inspired by the pair rebuilding after losing their homes in the Los Angeles wildfires, the series was developed with Lexus and Google.
Huda Beauty has partnered with Love Island winner Mimii Ngulube for a new beauty campaign promoting one of its lip products. Ngulube appears in campaign imagery and video and shared behind-the-scenes content from the shoot on social media.
Under Armour has named creator, entrepreneur and author Tinx as a brand ambassador across its footwear and apparel business. The partnership launches with Summer of Outside, an event series based on Tinx’s annual push to spend less time online and more time outdoors, with stops in San Francisco, Chicago and New York City. Tinx will also curate a rotating selection of Under Armour products and work with the brand on content, experiences and product storytelling throughout the year.
Creator and make-up artist Patrick Starrr’s beauty brand One/Size has appointed its first-ever brand ambassadors. Make-up artist and creator Spencer Hedges, known online as Painted by Spencer, joins as Global Brand Ambassador, while celebrity make-up artist and content creator Shanell Sorrells has been named Educator and Pro Artist. The appointments form part of the brand’s push to put professional artistry and education at the centre of its next phase.
Roblox and YouTube creator Lana Rae has partnered with retailer Claire’s on a collection inspired by her Lana’s Life content. Rae is best known for videos based around Dress to Impress, a popular Roblox fashion game. The collection includes cosmetics, jewellery, accessories and collectibles, and is available across Claire’s stores in the US and Canada. The partnership also includes a Roblox giveaway, with the first 8,000 customers who bought an item from the collection receiving a free avatar.
The Stokes Twins are expanding onto Netflix with an original long-form series set to premiere in 2027. Ahead of its launch, Netflix will add an archive of the creators’ most-watched videos to the platform on 18 July. The brothers, who have over 176 million subscribers and nearly 100 billion views across social platforms, will develop and star in the new project, though details about its format and premise have not yet been announced.
YouTube is partnering with engineer and creator Mark Rober to launch Class CrunchLabs, a free science curriculum for students. Developed with the National Science Teaching Association, the curriculum will include hundreds of hands-on challenges and more than 1,000 videos. The video content will be available in 34 languages through a dedicated Class CrunchLabs YouTube channel ahead of the 2026 back-to-school season.
Call Her Daddy host Alex Cooper is starring in the microdrama series "Moving On," produced by her media company Unwell. The series builds on Unwell's new long-term partnership with Google, which sees the team use Pixel phones to shoot, edit, and publish content.
YouTuber and Hot Ones host Sean Evans is bringing his hit interview series to Netflix through a new spinoff, Hot Ones: Extra Heat. The 30-minute specials will see Evans interview guests at major Netflix events while they work their way through increasingly spicy wings.
Forbes has tapped career creator Erin McGoff, entrepreneur Griffin Johnson and workplace commentator Sho Dewan to join its inaugural creator network. The Forbes Creator network will operate independently from the publication's editorial division, with creators producing podcasts, video and live-event coverage.