Community building is great, but building the infrastructure that enables communities to contribute is even greater:
Brazilian football club Flamengo (July 2026) invited its 45+ million supporters to design the club's next limited-edition jersey through its Manto da Nação competition. Ten finalists were selected, fans voted for the winner, and the winning design will be manufactured and sold commercially. The creator receives BRL 10,000 and a place in club history.
AI music platform Suno (July 2026) launched Spark, an incubator offering grants, mentorship and marketing support to independent artists. In return, participants license their music to Suno, helping expand both the platform's creator ecosystem and its licensed music catalogue.
Supermarket chain Lidl (July 2026) announced a multi-year partnership with Tomorrowland, opening pop-up stores, bakeries and free Fresh Food Stations across the festival from the 2026 edition onwards, turning festivalgoers into active participants in the Lidl experience.
Where could your customers create value with you, rather than simply consume from you?