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    The Satellite Labs journal · Issue 06

    Lumière.

    Long-form essays on brand, product, AI and growth, written for founders and the teams building alongside them.

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    Latest · Issue 06 · 30 Sept 2026 · 21 min read

    How Nike Stopped Winning

    For decades, Nike won by showing us the future. Then it became increasingly good at selling us its past. How the world's most powerful sports brand lost some of its edge, and what its story teaches us about building brands that last.

    Read the essay→By Satellite Team

    Archive · 5 issues

    Past issues.

    1. Is Anthropic the new Bell Labs?Issue 0505Is Anthropic the new Bell Labs?How one company became a magnet for exceptional people, and what the rest of us can learn from it.24 Aug 2026 · 28 min→
    2. The UK Needs A Creative DirectorIssue 0404The UK Needs A Creative DirectorThis piece is building on a dialogue that was sparked by the American writer Reggie James and British designer Eugene Angelo. They created a piece on why the United States needs a Creative Director, and how Mars represents a strong enough mission to galvanise people towards a common aim. This piece argues that the United Kingdom needs a similar type of mission.13 Aug 2026 · 7 min→
    3. The Real Internet Is PrivateIssue 0303The Real Internet Is PrivateAs public feeds become more crowded, more of the internet’s real value is moving into DMs, group chats and private networks. That changes how we should think about content, products and growth.9 Aug 2026 · 13 min→
    4. How FIFA Built a $10 Billion World CupIssue 0202How FIFA Built a $10 Billion World CupHow the world's biggest sporting event became its most valuable commercial property. 20 Jul 2026 · 5 min→
    5. Software is Entering It’s Porsche EraIssue 0101Software is Entering It’s Porsche EraPicture the scene. It’s 2007 in San Fransisco, and Steve Jobs has just announced the iPhone. The famed iPod, mobile phone and internet communicator all in one breakthrough was a pivotal moment in the history of all interface design. And the room of the industry’s brightest minds broke out in applause to recognise that fact that very night.14 May 2026 · 5 min→

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