Borkowski Media Trends: Nike has Faith | Anna Wintour's departure & MORE
PLUS: Zohran Mamdani rising star | Bezos wedding
You Don’t Mess with the Zohran
If there remains, in our current political climate, such a thing as conventional wisdom, it had long held that the 2025 Democratic mayoral primary in New York was Andrew Cuomo’s for the taking. The ex-governor, despite resigning in disgrace over allegations of sexual harassment, was backed by an establishment betting that, in the aftermath of Trump’s victory, the electorate would want a return to the centre ground.
Enter little known state assemblyman Zohran Mamdani, now likely to be the future Mayor of New York after pulling off one of the greatest upsets in modern political history. With a campaign focused on affordability and conveyed, at least initially, through a series of charming TikTok videos, Mamdani quickly cemented himself as the only viable alternative to Cuomo, with a groundswell of support from young people.
But to describe Mamdani’s campaign as one powered solely by TikTok undercuts not only it’s success, but it’s significance. Mamdani is a uniquely effective communicator, but Cuomo’s campaign was defined not only by it’s negativity, but his lack of connection with the people. In a particular stroke of genius, Mamdani spent one of the final nights before the election walking the length of Manhattan, talking to supporters – while it was TikToked incessantly, it also epitomised arguably his key message: this is a politician who will fight for you, because he’s one of you. Social media spread Mamdani’s word, but it was his indefatigable presence on the streets that got the vote out.
In the aftermath, a number of commentators have suggested that, above all, the medium was the message for Mamdani, that his personal charm and charisma carried the campaign, both online and on the street. This is, perhaps, an attempt to position him as a Gen-Z Obama, a comparison that admittedly feels more apropos for him than it does for, say, Alexandria Ocasio-Cortez. But the message, too, was unavoidably potent – as Mamdani himself has said, it’s as close to an ideological referendum that the Democratic party will get. Mamdani will still face incumbent mayor Eric Adams in November’s general election, running as an independent after facing corruption charges, as well as a potential rematch with Cuomo, also running independently. But this repeat performance is essentially a formality – overnight, the playbook for how to win an election has changed.
Faith wasn’t enough
In less time than it took to make a morning coffee, Faith Kipyegon (3-time Olympic champion and women’s world record holder for the mile) flew 4 times around the track at Stade Charléty in an attempt to be the first woman to break the 4-minute barrier for the mile. Sponsored by Nike and kitted out in cutting edge technology, she finished in 4:06:42, 1.22 faster than her world record.
Despite missing her goal by 00:00:06:42, Kipyegon shattered her previous time, and showcased precision-engineered Nike kit, including the latest super shoes and a special skinsuit. The whole endeavor has been called a massive Nike marketing exercise. From streaming live on Prime, to the stadium being covered in Nike branding, it was clear who was funding the effort.
Despite the clear PR investment, Nike has emerged from the stunt with an uptick in both coverage volume and positive sentiment. Nike’s effort that went into optimising conditions for Kipyegon were clear, and it emphasised Nike’s commitment to reclaim women’s market share by seriously investing in female performance and technology.
The event drew global headlines, framing Nike as championing cutting-edge female sport, and Kipyegon’s graceful attitude to missing her target only reinforced the focus on sporting excellence. Balancing branding with authenticity is a delicate line to walk, and modern sport is often accused of being gimmicky or overly commercialised.
Ultimately, choosing to support this inspiring and brave run has made Nike impossible to ignore, cleverly positioning it as the brand of champions. Kipyegon may have just missed the mark, but Nike delivered.
The End of an Era, Not the End of Anna
After nearly four decades shaping American Vogue, Anna Wintour has stepped down as editor-in-chief, closing a chapter on one of fashion’s most iconic reigns. Known for her signature bob, oversized sunglasses, and steely resolve, Wintour transformed Vogue from glossy magazine to cultural powerhouse, blending high fashion with Hollywood glamour and political cachet.
Yet the world Wintour ruled has shifted. US Vogue’s influence has fractured, and international editions of Vogue, especially in Asia, are praised for being more daring and dynamic, commanding their own bold voices, with digital platforms redefining influence at lightning speed. Meanwhile, Wintour’s famously cool curation has drawn criticism for feeling increasingly stale. Her departure signals not just a leadership change but a broader editorial evolution.
As she joked to the King at her MBE ceremony, when asked if retirement was on the cards: “No, absolutely not.” But the Queen of fashion knows when to leave the front row and how to stay centre stage regardless. True to form, Wintour isn’t vanishing, she remains Vogue’s Global Editorial Director and Condé Nast’s Chief Content Officer, overseeing the brand’s worldwide vision. The next editor-in-chief inherits a brand still steeped in legacy but facing the challenge of speaking to a fragmented, fast-moving audience.
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She’s out of print, but never out of circulation. The bob endures, the influence holds, and she’s still signing off the final look, even if the title’s no longer hers.
The Bezos Wedding Blockade
From cruise ships to plagues, few things have disrupted the city of Venice quite like the arrival of half of the world’s elites into the tourist-ridden canals of one of Italy’s crown jewels. Venice has long played host to happy couples sipping wine in gondolas down its picturesque waterways. None, however, have made quite as big a splash as Jeff Bezos and his new bride, Lauren Sánchez. Not since Romeo & Juliet has one couple’s love caused such upheaval in an Italian city.
Jeff Bezos and Lauren Sánchez threw what can only be described as a sort-of-wedding on the exclusive island of San Giorgio Maggiore. The actual marriage allegedly already happened in the U.S., but when you're worth $212 billion, why not have another complete with private islands, celebrity guests, and enough champagne to flood the Grand Canal? At least at this wedding, you could count on fast delivery times, with a Prime subscription of course.
Venice’s mayor and tourism minister declared the €40–50 million affair a jackpot for local businesses and a “global publicity windfall.” Which is true, in the same way that a Kardashian sighting at the Vatican technically counts as cultural exchange. According to them, this was the best thing to happen to Venetian PR since George and Amal Clooney tied the knot.
Not everyone was clinking glasses, though. Some locals were less enchanted by the Bezos flotilla, protesting the event with laser light shows and a proposed scheme involving inflatable crocodiles. Their message was clear: if you can rent Venice for your wedding weekend, surely you can spare a little more tax to help keep the city afloat. A fair point, especially when you consider the towering superyachts clogging the lagoon like a luxury traffic jam, turning Venice’s serene waterways into something more resembling a billionaire’s marina.