‘Who Are You?’ The Weekend Joins The New WAY Marketing campaign

[ad_1] by Jameelah Mullen August 22, 2025

The New WAY (Who Are You?) tradition marketing campaign, an initiative to empower youth to redefine profession success, partnered with The Weeknd’s “After Hours Til Daybreak” tour for its Atlanta cease at Mercedes-Benz Stadium.

The marketing campaign is a partnership between Stand Collectively, a philanthropic neighborhood created to handle points like racial and socioeconomic disparities, and Dream Studios. The mission goals to empower youth to discover profession choices by a non-traditional strategy.

“No Extra Goals Studios exists on the intersection of leisure and creativity, and we’re proud to accomplice with Stand Collectively to assist younger folks and society at giant think about what profession success can seem like,” La Mar Taylor, artistic director and founder, XO Information and No Extra Goals Studio, mentioned in a press launch.

“This partnership permits us to interrupt down outdated narratives round training and achievement, and as a substitute, uplift tales of ardour, function, and risk.”

Forward of the Aug. 21 present, concertgoers had the possibility to go to the WAY station video sales space, which urged guests to mirror on what makes them distinctive. The marketing campaign additionally options inspiring video messages from WAY influencers, equivalent to rapper Killer Mike. The video contains Melissa Proctor, government vice chairman and CMO of the Atlanta Hawks and State Farm Enviornment; Richard Branson, founding father of the Virgin Group and tech innovator; and Iddris Sandu.

Colette Weintraub, head of Stand Collectively Music, Sports activities & Leisure, defined the significance of the WAY marketing campaign, which encourages youth to suppose past conventional norms.

“The prevailing perception in society has many believing there's one path to success, and success appears a sure means. WAY is meant to offer folks social permission in a time when there's quite a lot of social strain. We wish folks to know they'll outline their very own pathways to success, and there's multiple pathway. Most significantly, what success appears like is as much as you,” Weintraub acknowledged.

Every U.S. tour cease includes a “WAY Station” video with upcoming live shows in Tampa, Houston, San Antonio, and Indianapolis. The tour makes its closing cease in New York Metropolis on Sept. 27.