Author: Extroverting

Guess Jeans is continuing its international expansion with the opening of its latest flagship store in Tokyo, joining the brand’s flagship locations in Amsterdam, Berlin and, later this year, Los Angeles. To create buzz around the launch, Guess has brought The Next 40 Years of Denim exhibition, which had previously been on display in Florence’s Pitti Uomo, to Tokyo.

The four-story flagship, located in the city’s lively Jingūmae neighborhood, has been designed to express harmony between Japanese and California craftsmanship and architecture. Under the creative direction of Guess’ Chief New Business Development Officer Nicolai Marciano, the project was conceptualized and designed by ASA Architecture. The store also will include an exclusively curated limited-edition “Gift Shop with Friends” from Verdy.

Tying Brand to the ‘Spirit of Tokyo’

“The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand,” said Marciano in a statement. “Japan has always been a hub of cultural influence and creative energy that aligns with our vision for the future. We’re excited to build something meaningful here that reflects both the spirit of Tokyo and the future of Guess Jeans.”

Guess hosted a store opening event on July 3 that was followed by a party, free and open to the public, at the Zerotokyo club, with special guests and performances from Loco, Coogie, Monyhorse, Larry June and others. The brand’s global expansion includes tapping South Korean rapper/producer/record label CEO Zico to front its latest campaign.

Uber will be the official rideshare and on-demand delivery partner of the LA28 Olympic and Paralympic Games, as well as for Team USA, with the goal of helping both participants and fans “go anywhere and get anything.”

With LA28 venues spread across the city and beyond, Uber will design, implement and optimize rideshare operations across Los Angeles to help attendees and athletes navigate the city effortlessly. This will include a strategic network of pickup and drop-off locations to support a “multi-modal mobility experience” across the greater LA region that will include cars, bikes, and scooters.

Additionally, Uber Eats will power the Olympic and Paralympic Villages’ on-demand delivery program for athletes. LA28 also plans to feature Uber Eats mobile ordering within venues at select locations to enhance the spectator experience.

“Mobility is at the heart of what makes the Olympic and Paralympic Games extraordinary, connecting athletes to venues, fans to experiences and our global community across LA,” said LA28 Chairperson and President Casey Wasserman in a statement. “Uber’s commitment to innovation and seamless service aligns with our vision to deliver an unparalleled Games experience that showcases the very best of what our city and these athletes represent.”

As part of the partnership, Uber also will support NBCUniversal’s multi-platform coverage of the Olympic and Paralympic Winter Games Milano Cortina 2026 and the LA28 Games, working together to bring the athlete stories and competitions from both events to life for fans everywhere.

“With its leadership in tech and innovation, Uber embodies the spirit of the Olympics, making them the perfect partner for the upcoming Games,” said Mark Marshall, Chairman, Global Advertising and Partnerships, NBCUniversal in a statement. “As we prepare to showcase the incredible athletes competing in Milano Cortina and Los Angeles, we look forward to collaborating with Uber throughout our extensive coverage and highlighting the seamless mobility experience they’ll provide during the Games.”

The LA28 Games will mark Los Angeles’s third time hosting the Olympic Games, first in 1932 and then in 1984, and the city’s first time hosting the Paralympic Games. Dick’s Sporting Goods also is hoping to get in on the Olympics magic in three year as the Official Sporting Goods Retail Provider of Team USA and LA28.