These young creatives partnered with musician and Angel City FC investor Becky G and used Lenovo AI-enabled devices and tools to create these kits.
They debuted on June 30 and demonstrate the convergence of community and tech.
The technology plays only a supporting role, however, with the creative and ideas coming directly from the communities themselves.
The model developed for Your Club Your Canvas broadens how marketing and shared creation bring people together.
This concept extends beyond individual campaigns. We’ve also applied this approach to our core brands.
Marketing for our Lenovo Yoga line has moved away from traditional, mass-media, luxury-led approach. Today, its creator-first and social-led. Our storytelling is “show, don’t tell” and mirrors how consumers actually create and work.
Co-creation has evolved from being a tactic to a way of operating—where listening now shapes strategy.
What it means for the future of marketing
While many brands are listening, not enough are harnessing the insights and responding accordingly.
Insights only matter when they drive decisions, and brands will only succeed by using those audience observations to co-create and build experiences.
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