☕ How Expedia is working with creators

Q: Expedia signed a yearlong partnership with IShowSpeed (150M followers), launching with a 12-hour Car

Expedia signed a yearlong partnership with IShowSpeed (150M followers), launching with a 12-hour Caribbean livestream designed to drive bookings through authentic travel storytelling rather than aspirational imagery.

Q: Lowe's entered basketball marketing for the first time by partnering with A'ja Wilson and Jalen Brun

Lowe's entered basketball marketing for the first time by partnering with A'ja Wilson and Jalen Brunson, with CMO Jen Wilson targeting Gen Z/millennials and flagging WNBA/NBA league deals as future possibilities.

Q: Mae Karwowski, founder of influencer agency Obviously, is set to speak at Marketing Brew's creator m

Mae Karwowski, founder of influencer agency Obviously, is set to speak at Marketing Brew's creator marketing event on May 12, 2026.

Marketing Brew·Tuesday, May 5, 2026·1 min read

Marketing Business Sports

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AI Summary

Expedia launched a yearlong partnership with creator IShowSpeed (150M followers), kicking off with a nearly 12-hour livestream across four Caribbean destinations. Lowe's entered basketball marketing for the first time, partnering with A'ja Wilson and Jalen Brunson as part of a broader Gen Z/millennial engagement strategy. The issue also previews an interview with Mae Karwowski, CEO of influencer agency Obviously, ahead of a Marketing Brew creator marketing event.

Key Facts

✓Expedia signed a yearlong partnership with IShowSpeed (150M followers), launching with a 12-hour Caribbean livestream designed to drive bookings through authentic travel storytelling rather than aspirational imagery.

✓Lowe's entered basketball marketing for the first time by partnering with A'ja Wilson and Jalen Brunson, with CMO Jen Wilson targeting Gen Z/millennials and flagging WNBA/NBA league deals as future possibilities.

✓Mae Karwowski, founder of influencer agency Obviously, is set to speak at Marketing Brew's creator marketing event on May 12, 2026.

Contrarian Angle

Long-Term Creator Partnership Over One-Off Brand Deals

Expedia structured their IShowSpeed deal as a yearlong storytelling partnership rather than a transactional brand deal, with the explicit goal of letting viewers book trips IShowSpeed has taken rather than just generating impressions.

Most travel marketing uses polished aspirational content; Expedia chose chaotic, relatable live travel content with a gaming/streaming creator who had never worked with a travel brand.

Athlete-First Sports Marketing Entry Instead of League Deals

Lowe's entered basketball by signing individual athletes (A'ja Wilson, Jalen Brunson) before pursuing league-level NBA/WNBA sponsorships, using athlete deals to learn what works and establish fan credibility faster.

Most major brands enter sports through expensive league-wide deals first; Lowe's reversed the order to move faster and reduce risk.

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