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Polymarket, a cryptocurrency-based prediction market best known as a platform for betting on elections, sports, and geopolitical events, is on a winning streak. Earlier this month, the Department of Justice and Commodity Futures Trading Commission dropped investigations into whether Polymarket was allowing U.S. traders access to the platform despite lacking a proper license. This week, the platform announced that it will acquire QCX, a CFTC-licensed derivatives exchange, giving it fully legal access to the U.S. market. Meanwhile, Polymarket has increasingly become a venue for betting on an array of cultural and even meme-level current eventssuch as who will be the next editor of Vogue or whether the Coldplaygate canoodlers will each get a divorce. In the process, Polymarket has ended up surprisingly well positioned to become a pop culture brand itself. There are similar prediction-market competitors, notably Kalshi (where you can also bet on possible Coldplaygate aftereffects), but Polymarket has increasingly become a shorthand fixture for the category, often cited by other media. The platform has become synonymous with understanding the probability of current events, Polymarket founder Shayne Coplan claimed in a statement announcing the QCX acquisition, adding that increasingly mainstream audiences are using Polymarket to trade their opinions. The statement noted that its users have bet some $6 billion on the platform so far in 2025. Founded in 2020, Polymarket uses blockchain technology that enables users to buy and sell “shares” in possible outcomes of various events. But aside from actual bettor participation, Polymarket and other prediction markets have attracted attention as de facto gauges of probability, applicable to just about any future event, with commentators like popular economics blogger Tyler Cowen regularly dropping references to interesting Polymarket data points. In particular, the platform has attracted attention as a predictor of election results. (Polling guru and gambling expert Nate Silver has been an adviser to Polymarket since 2024.) Today theres an ever-shifting array of events to bet on, whose probability, according to those bets, is neatly quantified as an expression of market sentiment. An Israel-Hamas ceasefire before August? Polymarket says theres a 35% chance. Will Tesla launch a fully driverless, open-to-the-public Robotaxi service before August? The chance is 3%, according to Polymarket. How many times will Elon Musk tweet next week? What will be the highest-grossing movie of 2025? Will the existence of aliens be confirmed this year? (Theres a 6% chancethe same odds as Trump getting the 2025 Nobel Peace Prize.) New bets are introduced regularly by Polymarket, with suggestions and input from its users. Myriad regulations and laws govern gambling, as well as trading what are essentially options contracts, and until recently, Polymarkets regulatory standing has been murky. In 2022, it agreed to pay a $1.4 million penalty and restrict access to U.S. users. Many bettors in the U.S. seem to have found work-arounds, leading to the renewed scrutiny, but that appears to have been resolved. The next regulatory (and competitive) challenges may focus on sports betting, still heavily restricted in many states. (Rival Kalshi has recently partnered with popular trading app Robinhood on sports-prediction products.) Even so, the rise of Polymarket and its rivals speaks to how culturally accepted gambling has become. Strictly restricted and borderline taboo a decade or two ago, betting is now baked into sports discourse. And its against that societal backdrop that Polymarket has in effect leaned into the role of marketizing watercooler topics. Its Coldplay-couple market involves a parlaya gambling term for a multipart bet: For a bettor to win, both of the canoodlers (or their spouses) must announce their intention to divorce by the end of August. Polymarket currently pegs the chances of this happening at 16%. The platforms brand stance is notably more highfalutin, positioning prediction markets as more accurate than pundits by gathering collective knowledge and perspectives into a single value that represents the markets view of an events odds, as a company statement puts it. Markets seek truth. That said, prediction markets can miss their targetPolymarket gave Robert Francis Prevost only a 1% chance of becoming the new pope. But of course, thats an attraction for bettors: As with any form of gambling, the real money is in outsmarting the wisdom of the crowd. Polymarket is betting that this is part of the appeal that will bring prediction markets into the mainstream, and part of the cultural conversation on just about any topic. And lately, its odds are looking better than ever.
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E-Commerce
Outdoor product company Yeti is best known for its coolers, but this summer, it has a surprise hit product that doesn’t having any cooling functionality at all. It’s a tote bag that’s been part of its existing product offering for yearsbut has gone viral on TikTok after taking a page out of the Stanley playbook, with product offerings that are colorful, accessorizable, and collectible. Launched in 2018, the durable, waterproof, $150 Yeti Camino Carryall Tote Bag isn’t new, but now dubbed the hottest mom tote of the summer, it’s taking on a new life as the sort of colorful must-have consumer product we’ve seen previously with the likes of Stanley cups or Trader Joe’s totes. At least one analyst credits the bag’s new level of popularity with a rise in stock price for the company, which reported quarterly sales of $351 million, up 3% from the same period last year. [Photo: Yeti] The bag’s hefty design is at the heart of its appeal. At 18.1 inches by 15.2 inches, the bag is big, “but not too big,” according to Yetis product page. And though it weighs barely more than 3 pounds empty, the tote’s oversize handles were built for carrying a lot at once, including bottles and half-gallon jugs that can be organized with deployable dividers. As its name implies (camino means road in Spanish), it’s tough and designed to be used on the go. “You can carry everything from firewood to kids’ sand tools to water for washing your hands after camping somewhere,” Yeti’s head of marketing, Bill Neff, told Fast Companys Jeff Beer in March. “Then you can hose it out. It became the super versatile piece for us.” The idea behind the Camino was Yeti cofounder Roy Seider’s, but not everyone at the company saw its potential at first. It was Yeti’s second bag product after branching out into the category in 2017, it and became a quick hit. “We didn’t know what it was going to be,” Neff said in March. “We thought it was going to skew female. No one really understood it, except for Roy, but we launched it and it was bananas how fast, for both male and female customers, it became the product that they used for everything.” For a company whose coolers have been called a luxury good for bros, though, the tote has offered an avenue to market specifically to women. Product images and TikTok videos tagged with the bag skew female, while colorways like influencer beige, pink, and cherry blossom cater especially to female tastes. As of this writing, all the fun colors are sold out on Yeti’s website and you can only order the Camino in boring colors: olive or navy. It’s clear the Camino is not just a bag for the outdoorsman anymore. It’s become a bag for moms too, as a heavy-duty, all-purpose utility purse or as a beach or diaper bag for long summer vacations or a quick trip to the park. It’s functional for sure, with room for everything, but like a dude donning North Face in the city, there’s an element of gorpcore in its appeal as an accessory. The ability to customize the bag with patches, charms, or Labubus, plus a rotating, limited-edition seasonal colorways, gives the product an extra edge on TikTok, where newness, exclusivity, and conspicuous consumption reign supreme. Yeti is now doubling down on bags. The company bought the Montana bag brand Mystery Ranch in January, and on its earnings call in May, CEO Matthew Reintjes credited the Camino specifically for helping Yeti’s strong quarter. “Yeti is bringing a unique point of view to this fragmented bag space supported by our strong design, brand and commercial engine,” Reintjes said. “We remain very optimistic about the massive global addressable market we see in front of us across premium bags, packs, and luggage.” Reintjes calls the Camino tote “the sleeper product” in Yeti’s portfolio. “It’s like the Swiss Army knife of bags,” he said in March. It’s more than just its versatility and durability, though, that have proven valuable for the company. Every brand is looking for its Stanley cup moment, and with the Camino tote, Yeti has found in its portfolio a product capable of viral TikTok infamy of its own.
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E-Commerce
Legos newest set is a replica of a Nintendo Game Boy, and its designed to tap into the millennial nostalgia thats ruling the cultural zeitgeist. The 421-piece set is the latest in a series of collaborations between Nintendo and Lego, which have included builds based on the Super Mario, Animal Crossing, and Mario Kart worlds. Currently, the Game Boy is available for preorder at a price point of $60; it will be purchasable online and in stores starting October 1. [Photo: Lego] According to a press release, the collectible is an almost one-to-one replica of the original Game Boy, standing at just over 5.5 inches tall and 3.5 inches wide. It comes complete with a control pad, A and B buttons, a contrast adjustment, and a volume dialessentially, all the elements youd find on the original device. The main drawback is that, tragically, the brick-based Game Boy is not playable. However, it does come with a Game Pak slot and two Game Paks (also made of Legos, of course) based on The Legend of Zelda: Link’s Awakening and Super Mario Land. The Game Paks come with lenticular screensor screens that use light deflection to mimic movementreplicating scenes from the respective games, so you can briefly pretend that its a functioning electronic. Legos Game Boy replica comes as 80s and 90s IP has flourished in pop culture. Movies like Barbie and Twisters, fast-food menu throwbacks, and the return of 90s fashion (like via the long-dead J.Crew catalog) have all brought millennial nostalgia into the limelight. [Photo: Lego] Theres also renewed interest in retro tech aesthetics, even among younger generations who werent around during the products heydays. In 2024, that meant product releases like Anduril founder Palmer Luckeys 90s-esque portable gaming device and a pager by Sega that only sends emojis. So far this year, the Commodore 64 PC has already made a comeback and the iPod Nano got turned into a design object. Now the Game Boy is on sale againif only in Lego form.
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E-Commerce
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