At a press conference during Fanatics Fest earlier this year, Jake Paul and Mike Tyson took questions from a moderator and crowd of boxing fans to promote their much-anticipated fight on November 15.

Paul, the influencer turned professional athlete, was not a crowd favorite. About halfway through the event, a chant directed toward him—an expletive followed by his first and last name—swelled to top volume, with Paul himself joining in.

Little did the haters know, they may have inspired Paul’s next marketing stunt for his personal-care brand, W. This week, Paul plans to announce a new iteration of W by Jake Paul Body Spray, adorned with an “F” where the brand’s signature W usually sits.

Paul is no stranger to using his haters as a way to get people talking, W’s VP of Brand, Matt Rogers, told Marketing Brew. Earlier this year, ahead of Paul’s fight against Mike Perry, W created a punching-bag machine retrofitted with Paul’s face and invited fans and haters to try to see what it’s like to punch him in the face.

For the brand, leaning into the haters is a tried-and-true tactic to remain subversive and stand out.

“It’s fun to root against someone,” Rogers said. “It’s fun to root for someone. When we’re able to harness that, it’s disarming.”

Continue reading here.—JN

If you’re serving ads 35,000 feet in the sky, it helps to have internet.

Starting next year, United Airlines plans to bring free, satellite-powered wi-fi to flights through a partnership with Starlink that was first announced in September. The connectivity will “supercharge” the airline’s newly created advertising business, Kinective Media, Richard Nunn, CEO of United’s loyalty program MileagePlus, told Marketing Brew.

United claims to be the first airline to stand up an advertising business, and Kinective Media will target passengers with personalized ads served across the airline’s in-flight entertainment screens, as well as on its app and website. Thanks to Starlink, those capabilities are accelerating, Nunn told us, allowing the airline to strike new deals with media partners with the aim to target passengers mid-flight in real time.

“It will allow us to be programmatic in the sky,” Nunn said.

That effort is also expected to bring in more revenue for the ad business. Today, the airline is “developing agreements” with streamers and media companies that could see the airline getting a cut of revenue generated from in-flight entertainment or serving its own ads directly, said Nunn, who led Comcast’s digital and linear ad-tech platform before he joined United.

Continue reading here.—RB

A new National Retail Federation (NRF) study last week found that president-elect Donald Trump’s proposed import tariffs could cut US consumers’ spending power by $46–$78 billion, or $362–$624 per household, every year they’re in effect.

Trump has proposed 10%–20% tariffs on foreign country imports and 60%–100% tariffs on imports from China in an effort to boost domestic manufacturing. The NRF study analyzed the proposed tariffs’ potential impact across six retail categories—apparel, toys, furniture, household appliances, footwear, and travel goods (like purses and luggage)—concluding that subsequent costs would be “too large for US retailers to absorb” and be passed along to consumers.

“A tariff is a tax paid by the US importer, not a foreign country or the exporter,” NRF VP of Supply Chain and Customs Policy Jonathan Gold noted in a statement. “This tax ultimately comes out of consumers’ pockets through higher prices.”

The NRF found that if Trump’s tariff plan is enacted, consumers each year would pay:

• $13.9–$24 billion more for apparel (an $80 pair of jeans would jump to $90–$96);
• $8.8–$14.2 billion for toys;
• $8.5–$13.1 billion more for furniture;
• $6.4–$10.8 billion more for household appliances;
• $6.4–$10.7 billion for footwear;
• and $2.2–$3.9 billion for travel goods.

Zoom in: In apparel, NRF found that consumers would subsequently reduce spending by 22%–33%, and those continuing to buy these products would lose spending power. This shift would disproportionately impact low-income families, who spend three times the post-tax income in this category than high-income households.

Continue reading on Retail Brew.—EC

Stories we’re jealous of.

• The New York Times wrote about the growth and financial viability of niche streaming services like BritBox and Shudder.
• The Washington Post reported on the status of the potential TikTok ban, which could face a reversal under the incoming Trump administration.
• Wired wrote about how the Trump campaign galvanized medium- and low-propensity male voters through influencer campaigns.