• by Steve Smith , Staff Writer @popeyesm, April 4, 2025

Why is a high-intensity workout gym chain partnering with a tequila brand, let alone Dyson, Netflix, lululemon or Christina Aguilera? Barry’s has gone all in on the art of strange brand bedfellows. It is a deliberate effort to weave the company identity into customers’ everyday lives. And to that end, the 90 Barry’s locations have also become social centers, even party zones.  Vicky Land, SVP of Brand & Comms explains how global brand initiatives and local activations reinforce one another. You can listen to the entire podcast at this link.