Nowadays

What Nowadays does

Nowadays (also operating as Nowadays Creative) is a New York-based, privately held creative agency founded in 2018 and headquartered at 155 Wooster Street in SoHo. The firm delivers brand campaigns, brand systems, event activations, social content, and marketing collateral for enterprise clients, with a particularly deep footprint in sportswear and athletic lifestyle (PUMA Hoops, including the 'Hoops Reset' relaunch, 'Give Them the Keys' / 'Disposable' fan-content campaign, Legacy, All-Star Weekend, Stomping Grounds LA, MB.04 x TMNT, and Cheetos x Scoot Henderson), casual footwear (Heydude, including the Furby and Spring Summer campaigns), athlete platforms (Uninterrupted, LeBron James's empowerment platform), and nonprofit/sports-culture work (GETABOARD's Go Skate Day).

The agency's underlying capability stack is creative and human-led rather than technology-led: full-service creative from brand strategy through execution, an in-house anti-establishment 'Give Them the Keys' methodology that produces fan-generated content via disposable-camera campaigns, and turnkey experiential production including signature physical concepts such as a basketball court on a barge and multi-day pop-ups at marquee events like NBA All-Star Weekend. There is no proprietary software product, AI product, app, or API offering; the firm sells creative services, not platforms.

Nowadays operates a sales-led, B2B professional services model, monetizing through project-based engagements with quote-based pricing tied to scope and complexity. Go-to-market runs on direct relationships with brand marketing teams and athlete/agency partners (SLAM Magazine, Rowing Blazers, Chinatown Market, Mark's Build and Experience), with work delivered to clients who then distribute through their own channels (PUMA Hoops Instagram, OOH, event venues). The company is privately held with no disclosed funding, parent, or M&A activity, and is independently owned per available sources.

Name

Nowadays

Legal name

Nowadays

Website

https://nowadayscreative.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Nowadays (Nowadays Creative) is a New York-based creative agency founded in 2018 that designs brand campaigns, experiential activations, and content systems for enterprise clients, anchored by deep work with PUMA Hoops alongside Heydude, Uninterrupted, Cheetos, and GETABOARD.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Creative agency services
• Brand campaign development
• Event activations
• Social content production
• Brand identity systems

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative Agency Services: B2B creative services including campaign development, brand identity systems, event activations, social content creation, and marketing collateral design for client brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Nowadays is a New York-based B2B creative agency that develops brand campaigns, brand identity and creative systems, event activations, social content, and marketing collateral for major consumer brands. Its work spans product launches, brand relaunches, athlete marketing, and experiential activations, delivered as full-service creative engagements from strategy through execution.

Product overview

Nowadays (Nowadays Creative) is a New York-based creative agency specializing in brand campaigns, visual content creation, and marketing strategy. Rather than offering a software product, the company provides creative services including campaign development, event activations, brand systems, and social content production for clients such as PUMA Hoops, Heydude, Uninterrupted, Cheetos, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Campaign Development Full-service creative campaign development for consumer brands, covering concept, art direction, photography, video, social content, and rollout execution across product launches, brand relaunches, and seasonal campaigns.
• Event Activations and Experiential Marketing Design and production of live brand experiences and event activations, including multi-day pop-ups, dunk contests, athlete appearances, interactive installations, and bespoke venue builds at major sporting moments such as NBA All-Star Weekend.
• Brand Identity and Creative Systems Development of comprehensive brand identity systems and creative platforms spanning visual identity, tone, product, apparel, social impact, and event touchpoints for client brands and platforms.
• Social Content Production Social-first content production for client brand channels, including short-form video, athlete-driven content series, OOH-adjacent social assets, and ongoing community content programs.
• Athlete Marketing and Partnerships Creative Creative development and coordination of athlete-driven marketing campaigns and partnership content, including fan-generated content programs (e.g., the "Give Them the Keys" disposable camera initiative), athlete appearances, and co-branded collaborations with media and apparel partners.

Quantifiable outcome

• Hundreds of unknown creators featured through 'Give Them the Keys' campaign
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• SLAM MagazinecoreStrategic or Co-development PartnerPartnership for PUMA Hoops events. SLAM hosted dunk contests and 1v1 tournaments at activation events including on the floating basketball court on New York's East River and at NBA All-Star Weekend in Charlotte.
• Rowing BlazersminorStrategic or Co-development PartnerNYC-based clothing brand collaboration for PUMA Hoops Clyde Hardwood launch. Created custom PUMA Hoops blazers worn by athletes in the 'Prep Pack' content series.
• Chinatown MarketminorGTM or Marketing PartnerCustomizable merch experience partner for PUMA Hoops All-Star Weekend activation. Collaborated on limited edition merchandise offerings at the event pop-up.
• Uninterrupted (LeBron James Platform)coreStrategic or Co-development PartnerCreated comprehensive brand creative system for Uninterrupted, the athlete empowerment platform founded by LeBron James. System encompasses values across entertainment, product, apparel, social impact and events.
• GETABOARDcoreStrategic or Co-development PartnerGlobal non-profit skateboarding organization. Created new identity, collateral, social templates and animations for Go Skate Day - a global celebration connecting skaters worldwide on June 22.
• Mark's (Build and Experience)minorImplementation/ SI/ Consulting PartnerHandled the build out and physical experience for the 'Garage' activation at NBA All-Star Weekend in Los Angeles, near Crypto Stadium.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Translation LLC: Independent creative agency built around cultural relevance and brand purpose, with sports and entertainment clients. Comparable as a New York-rooted, culturally fluent boutique competing for the same brand-side creative budgets.
• Mother: Independent creative agency known for culture-first, culturally credible campaigns across fashion, food, and lifestyle brands. Comparable to Nowadays in independent, creative-led positioning and willingness to take unconventional creative bets.
• Zambezi: Boutique creative and media agency known for sneaker, sports, and lifestyle work (notably long-running Nike basketball and Jordan Brand campaigns). Closely mirrors Nowadays' basketball-culture positioning and experiential activation style.
• Pereira O'Dell: Creative agency with a strong track record in sports, tech, and lifestyle brand campaigns (adidas, MINI, Facebook/Meta). Comparable in scope and category mix to Nowadays' athletic and lifestyle client base.
• Mekanism: Independent creative agency with deep roots in sports, lifestyle, and culture-led campaigns for brands like Nike, Converse, and the NFL. Comparable to Nowadays in size, focus on cultural storytelling, and event-driven creative work for athletic clients.
• Anomaly: Independent creative agency operating in sports, consumer, and lifestyle verticals with a non-traditional model that mixes advertising, entertainment, and consulting. Comparable to Nowadays in offering brand clients integrated creative beyond traditional ad work.

Broad incumbents

• Wieden+Kennedy: Iconic independent creative agency behind much of Nike's most celebrated work and a wide roster of sports, lifestyle, and entertainment clients. Defines the cultural-creative standard that sports-focused boutiques like Nowadays are benchmarked against.
• Droga5: Major global creative agency with significant sports and lifestyle credentials (Under Armour, ESPN, Nike). Sets the upper benchmark of creative ambition and cultural impact in the same category space.
• 72andSunny: Larger global creative agency with extensive sports, gaming, and lifestyle work (adidas, NFL, Activision). Represents the scaled incumbent that Nowadays competes against for premium athletic-brand retainers.

Emerging players

• Uncommon: Independent creative studio producing culturally driven campaigns and brand systems for consumer and lifestyle clients. Comparable as a smaller, culturally fluent boutique competing in the same project-based brand-creative market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/nowadayscreative
• LinkedInlinkedin.com/company/nowadays-creative

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nowadays