Modern Marketing New Business

Bored Ape Yacht Club, Tia and Whatnot among 30 brands tipped to conquer US by Interbrand

By John Glenday | Reporter

June 21, 2022 | 5 min read

A roster of 30 emerging brands with the potential to break the US has been named by consultancy Interbrand in its annual Breakthrough Brands report.


Interbrand’s annual Breakthrough Brands report lists 30 little-known names that could soon strike it big

The document lists 30 little-known names that could soon strike it big in the US, casting a spotlight on the likes of NFT community Bored Ape Yacht Club, women’s healthcare brand Tia and livestream auctions provider Whatnot.

The varied list of challenger brands gives readers a heads-up on who to watch out for before they become established household names, with a focus on fast-growing markets such as internet infrastructure and software solutions for the climate crisis and healthcare.

This year’s rundown is delivered in conjunction with research carried out with Vox Media, suggesting that 69% of the US population believe Covid has accelerated the adoption of new technology.

Naeiri Zargarian, strategy director at Interbrand New York, said: “It’s all about systems change – whether it is to decentralize the internet, demystify healthcare or decarbonize the planet, a new generation of brands is leveraging the learnings of the past decade to lay the groundwork for the next one.”

From the many and varied game-changing brands unearthed, Interbrand has observed three emerging overarching topics around which most have coalesced: the use of blockchain technology on the internet with web3; carbon measurement software to quantify climate change initiatives; and moves to rebuild the healthcare industry in light of lessons learned from the Covid pandemic.

Last year The Drum partnered with Interbrand to present a list of the fastest-growing global brands, with Tesla leading the way.

Interbrand’s Breakthrough Brands 2022:

  • 100 Thieves: esports hype brand

  • Arcadia: API-based energy measurement

  • Axie Infinity: play-to-earn gaming

  • Boom Supersonic: bringing back supersonic flight

  • Bored Ape Yacht Club: blockbuster NFT community

  • Chainalysis: blockchain compliance

  • Daring Foods: plant-based chicken

  • Doconomy: financially-incentivized decarbonization

  • Eat Just: high-fidelity vegan eggs

  • Figment: blockchain infrastructure and services

  • Folx Health: healthcare for the LGBTQ+ community

  • Houseplant: mid-century cannabis lifestyle products

  • JuneShine: hard kombucha

  • Kindbody: end-to-end fertility care

  • Masterworks: art investment platform

  • Monogram: Jay-Z’s cannabis brand

  • MoonPay: payments infrastructure for crypto

  • Mythical Games: blockchain-based gaming studio

  • Nomi Health: streamlining healthcare operations

  • OpenSea: NFT marketplace

  • Pachama: forest-centric carbon accounting

  • Park: social impact sports brand

  • Planet Labs: satellite imaging to track climate change

  • Polygon: Ethereum scaling infrastructure

  • Thirty Madison: house of brands focused on chronic conditions

  • Tia: holistic and digital-first women’s healthcare

  • Too Good To Go: creating a circular food economy

  • Watershed: holistic carbon measurement for businesses

  • Whatnot: livestream auctions

  • YouthForia: TikTok-approved clean beauty

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