To make new pop culture cooperation is necessary otherwise a culture stays niche. Diffusion of new culture works exactly as diffusion of technology from innovators to late adopters. The paradox with culture is that when an innovation is adopted in the mainstream late adopters do not perceive it as innovation because it is now the normal thing to do. Innovators do because brands validate new behavior, values and rituals that are contrarian to the status quo.

Nike & BLM, Tesla & global warming, Apple and computing without a 1000 page manual.

Nike validated Kaepernick at a moment for the first time that more kids of color are born than white.

https://www.slideshare.net/superbrands_poland/douglas-holt-h...