Marketers have long relied on Hollywood’s leading men for endorsements. Think Daniel Craig for Loewe, Robert Pattinson for Dior, or Matthew McConaughey for Lincoln.

Now, the Swedish legal AI startup Legora has Jude Law.

Last month, Legora debuted a campaign centered around the idea that “law just got more attractive.” Law, for anyone unfamiliar, was crowned Sexiest Man Alive by People magazine in 2004. Get it?

“The legal AI company Legora called me. Ring, ring,” Law says in one spot, using a stapler on the desk he’s sitting at to mimic a phone. “‘Hello, Mr. Law…Will you be the incredible face of our new brand?’ I told them, ‘Ugh, yeah sure, but let’s not make this about me. Let’s make this about me talking about your brand, Legora, in an attractive way.’”

The campaign is a play to drive brand awareness for the company as it rapidly scales, Stuart Shingler, VP of marketing at the startup, told Marketing Brew. The brand, which was most recently valued at $5.6 billion, closed a $550 million Series D funding round in March and attracted another $50 million at the end of April. To attract more corporate customers, it’s working on diversifying its marketing strategy, developing athlete partnerships in the sports world, and building OOH campaigns in key legal hubs like London and New York.

The star-centric strategy is somewhat standout for an enterprise software company, as celebrity spokespeople are often far more common in the world of consumer-facing goods and services. Designed in collaboration with Swedish agency NoA Åkestam Holst, Legora’s campaign was designed to not only grab attention, but also explain what the company is to consumers, Shingler said.

“We felt that there was this cultural tension in people’s aspirations of what it would be like to be a lawyer and what actually the day-to-day had become, which was very admin-laden,” he said. “We said to [the agency], ‘Give us something that’s going to get talked about.’”

Continue reading here.—JS

In many pro sports leagues, missing out on the postseason comes with at least one perk: a high draft pick for the next season.

The WNBA’s Dallas Wings have capitalized on that opportunity. Although the team finished last in the standings in 2025 and was second-to-last the year before, it turned back-to-back No. 1 draft picks into an increasingly impressive roster on the court—as well as a growing roster of sponsors.

“Having star players helps your business,” CEO Greg Bibb told Marketing Brew. “There’s very few, maybe a handful, of women professional athletes that truly can help move your business forward in a meaningful way, and we have two of them now.”

Those players—2025 Rookie of the Year Paige Bueckers and 2026 No. 1 draft pick Azzi Fudd, who previously played together at UConn—have already contributed to the growth of the team’s partnership revenue, Bibb said. In the past month alone, the Wings inked sponsorships with CVS and Kroger, both Fortune 500 companies, as well as Geico, helping drive what Bibb expects to be three straight years of nearly doubling partnership revenue.

But star power isn’t the only reason for the change in trajectory, he said. It’s also thanks to—and indicative of—the continued maturation of the W and women’s sports across the board.

Read more here.—AM

When attendees eagerly entered Ulta Beauty World last month, phones in hand and empty branded roller bags in tow, they were transported to a pink-and-orange-tinted universe where everything revolved around beauty.

In Orlando, Florida’s Orange County Convention Center, the Ulta Beauty store was essentially supersized across an entire expo hall, with branded gondolas now immersive experiences—like Too Faced’s chocolate-scented bakery, Maybelline’s New York City hot dog cart, and NYX’s sailor-filled yacht. At the more than 200 booths, there were beauty-themed games to be played, photos to be taken, foundation shades to be expertly matched, perfumes to be spritzed, and new and unreleased products to be sampled.

But unlike at its stores, there’s no checkout at Ulta Beauty World. Each booth experience simply ends with a stamp of a consumer’s “passport,” with free, often full-sized, products, plus a $2,000 swag bag for each of its 3,000 attendees. That’s the main reason they—much to the chagrin of the 3 million beauty lovers who attempted to get tickets—sold out the second iteration of the event, held earlier this month, in just 71 minutes, even though Ulta Beauty sold double the number of tickets it offered at the event’s viral debut in San Antonio, Texas, last year.

“[Last year], I learned just how much people want to be a part of this. It’s coveted,” Ulta Beauty CMO Kelly Mahoney told Retail Brew. “We created the best, buzziest beauty experience in real life that anybody has been able to do.”

Continue reading on Retail Brew.—EC

We’re officially less than one week out, so things are getting real whether your calendar is ready or not. Expect sharper strategies and smarter conversations from Spotify, ESPN, OLAPLEX, MCoBeauty, and Open Influence—plus a strong case for why attending live beats catching up later.

Big plans for 2026? Take 60 seconds to tell us which industry events are on your radar so we can plan how the Brew shows up—and where we should connect.

Real jobs shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board.

• Public Relations Account Manager at Matter
• Digital Strategist, Paid Media & SEO Focus at Full Sail Media Design LLC
• Marketing Coordinator at Harbinger Marketing
• Commerce Media Strategist DSP at Mondo
• Marketing Manager at Compass Minerals America Inc.

Stories we’re jealous of.

• The Verge wrote about the people who clip content from podcasts, livestreams, and other online videos for engagement and questioned whether the practice is algorithmically sustainable.
• The Wall Street Journal wrote about how AB InBev turned around its yearslong profit loss.
• The Hollywood Reporter wrote about how news anchors are turning to social and streaming channels as broadcast TV viewership numbers dwindle.
• Campaign US dug into why brands are increasingly embracing workplace-comedy-style content to break through.