Absolut signs a deal with Lady Gaga to transform the artRAVE: the ARTPOP Ball concert series tour across the USA into a totally new, vivid experience that syncs with the brand’s ethos. As part of this project, Absolut will create a special on-stage bar, Absolut ARTPOP Lounge, that will be open for lucky fans, launch a special cocktail and roll out competitions for fans.

Pepsi is revealing its “white, blue and red color” ethos in a capsule fashion collection that is set to appear on May 21 at 15 select Bloomingdale’s shopping venues and online stores. For this project, launched as part of the “Live for Now” campaign, the legendary soda brand has collaborated with a team of fashion and technology brands that include Del Toro, Original Penguin by Munsingwear, Bang & Olufsen, Shut, Gents, and Goodlife.

Nike has researched how the weather conditions influence the physical activity of amateur athletes. The team behind Nike FuelBand, Nike’s revolutionary bracelet that measures a person whole-body movement throughout the day, conducted a research to reveal the perfect atmospheric conditions for all sorts of athletic performances. The team used the activity patterns data collected across the USA, so the results apply to Americans only.