Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.
This is the story of an accident and a fight. The accident created what is today a $5 billion industry—and that kind of money explains the fight. So we’ll take this in order, then.