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XX-XY Athletics sales triple after viral Super Bowl weekend ad campaign

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XX-XY Athletics sales triple after viral Super Bowl weekend ad campaign

The activist sportswear brand XX-XY Athletics saw a year-old ad explode in viewership over Super Bowl weekend, leading to sales tripling compared to a normal weekend for the brand. 

The “real girls rock” ad, which premiered in February 2025, was the brand’s second full-length commercial, and initially garnered traction when it was shared on social media by “Harry Potter” author and women’s rights activist, J.K. Rowling. 

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XX-XY Athletics Instagram advertisement (XX-XY Athletics on Instagram)

But then, this past weekend, founder Jennifer Sey and the company decided to recirculate the ad, and it went viral again, increasing its total combined views on X to more than 40 million, and was among the highest-trending topics on X for Super Bowl Sunday. 

Sey, a former marketing executive for Levi’s and U.S. champion women’s gymnast, credited Sen. Ted Cruz, R-Texas, for being one of the figures to help re-circulate the ad during its viral resurgence.

“That was a big difference-maker,” Sey told FOX Business of Cruz. “He made a huge difference… and we could see it differently, even in terms of traffic to our website.” 

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The ad itself portrays the brand’s ambassadors, who have stood up for women’s sports, facing vulgar hate comments and witnessing liberal media outlets berate them as “transphobic.” It featured appearances by OuKick host Riley Gaines and former University of Nevada volleyball player Sia Liilii.

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Sia Liilii

Sia Liilii appears in the XX-XY Athletics “Real Girls Rock” advertisement. (Courtesy of XX-XY Athletics / FOXBusiness)

“It’s the proudest one I’ve ever made in my life,” Sey said. “I’ve made a lot of ads in my life, I was the chief marketing officer at Levi’s for eight years, I’ve made Super Bowl ads… but for sure, this one I’m most proud of. I think the message is just so deeply resonate and I think it really moves people to stand up for this cause.” 

Despite the company’s rapid growth since it launched in 2024, Sey said she doesn’t aspire to ever run one of her ads during the Super Bowl, insisting that the prestige of getting that time slot has waned. 

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“I think that the Super Bowl ads having prestige is sort of a thing of the past,” Sey said. “I don’t think anybody cares anymore, I think people leave the room and get food, I don’t think people tune in for the ads anymore. And from a business perspective, I don’t know how you generate a positive return when it costs $10 million just to secure the medium.”

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Sey criticized the quality of this year’s crop of Super Bowl ads in particular. 

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“They were just relying on jamming as many celebrities into the ad as they could,” Sey said. “That doesn’t really work.” 

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Japan’s wholesale inflation slows, weak yen pressures import costs

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Japan’s wholesale inflation slows, weak yen pressures import costs


Japan’s wholesale inflation slows, weak yen pressures import costs

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Raising Cane’s celebrates 30th anniversary with star-studded Super Bowl week

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Raising Cane’s celebrates 30th anniversary with star-studded Super Bowl week

To celebrate its 30th birthday, Raising Cane’s pulled off perhaps its most epic celebrity get-together in San Francisco for Super Bowl week.

With partners like Christian McCaffrey working a shift early in Super Bowl week, to Matthew Stafford and his family chowing down some chicken tenders almost immediately after winning his first Super Bowl, the party was on for owner and founder Todd Graves.

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“Time flies, right? This is all I’ve done my whole adult life. And the best part about it is, same menu for 30 years, same crew, same culture, same vibe, same great people,” Graves said to Fox Business from the San Francisco Proper, where he hosted A-list celebrities.

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Todd Graves and Cardi B

Cardi B was one of the many celebrities enjoying some Raising Cane’s during Super Bowl week with founder Todd Graves. (Raising Cane’s / Fox News)

Stars including Alix Earle, Jessica Alba, Emma Roberts, Machine Gun Kelly, Cardi B, Logan Paul, and more joined Graves for the can’t-miss Super Bowl weekend in San Francisco, spanning a full hotel takeover and a series of standout events. The weekend kicked off with an exclusive pre-party at Charmaine’s Saturday night, followed by a pre-Super Bowl brunch at Villon Sunday morning, culminating with guests experiencing the Big Game from Todd Graves’ custom Raising Cane’s suites at Levi’s Stadium in Santa Clara.

Graves realized long ago that sports could be the perfect opportunity to get celebrities of all types in the same room in order to build relationships.

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“Before I was in business, we live and die by football season,” Graves, a Georgia alum turned die-hard fan, said. “It’s like, hey, football season’s coming. My son’s like, X amount of days till it comes, and when it’s done.

McCaffrey brothers at Raising Canes

Luke McCaffrey and Christian McCaffrey work a shift at Raising Cane’s in the Bay Area During Super Bowl Week on Feb. 2, 2026, in Colma, California. (Thos Robinson/Getty Images for Raising Cane’s / Getty Images)

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“But when I opened up in the north gates of LSU, it was in August, opened up during football season, so it was tying into coming to Canes before the game, coming to Canes after the game. Just those game days were just slammed Friday night before everybody’s fired up. Being tied into that emotion, it was something I wanted to tap into, that energy of football, that energy of sports.”

Seattle Seahawks quarterback Sam Darnold will work a shift to celebrate his Super Bowl title, adding to the list of celebrities Graves has gotten to work with.

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“I like to be part of big events, pop culture, things that are going on immediately, sports being one of those. It’s having people that are Caniacs, having people that I respect,” Graves said. “I meet people and learn from people. So for me, I’m constantly around business, but if I can be around performers, actors, athletes, learn from them in a different way – success is success, but there’s different ways to go about it, and it really motivates me.”

Alix Earle

Alix Earle enjoyed Super Bowl LX from Raising Cane’s suite at Levi’s Stadium. (Raising Cane’s / Getty Images)

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“Everybody had a great time and I got to build relationships. I brought different people together from different walks of life, different industries, and everybody had a good time, learned from each other, and created long-term friendships,” Graves added. “So for me, I watch the game, but I get to sit next to so-and-so, and then I get to walk around, and talk to so-and-so. The parties, all those things, everybody had a good time, created great relationships, and we get a good marketing return.”

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J.M. Smucker reorganizes executive team

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J.M. Smucker reorganizes executive team

COO role eliminated as chairman and CEO Mark Smucker regains title of president.

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ANZ shares hit record high as strong Q1 earnings show cost-cutting progress

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ANZ shares hit record high as strong Q1 earnings show cost-cutting progress

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Canara Bank eases overnight, 1-month MCLR by 5 bps

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Canara Bank eases overnight, 1-month MCLR by 5 bps
Mumbai: Canara Bank has reduced its one month and overnight MCLR rates by five basis points to 7.90% and 7.85% respectively. The revised rates, which means cheaper borrowing costs, will take effect from February 12. MCLR (marginal cost of funds based lending rate) is the minimum interest rate a bank must charge for loans, introduced by the RBI to ensure transparent, faster interest rate transmission. The reduction in MCLR rates comes amid a demand for credit, both by retail and who-lesale participants.
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The Evolving Role of Private Equity and Supply Chains

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Steering Through 2026's Contrasting Fortunes

Private equity activity in Asia reflects the broader market’s K-shaped dynamics. Larger, well-capitalized global and regional funds continue deploying capital into quality assets, while mid-market funds face more challenging conditions.

The expansion of private credit in the region is providing flexible financing solutions, but access remains concentrated among the most established sponsors and highest-quality deals.

Key Dynamics and Trends in Asia’s M&A Market:

  • Private Equity Landscape:
    • The market exhibits K-shaped dynamics, with well-capitalized global and regional funds actively deploying capital into quality assets, while mid-market funds face greater challenges.
    • Private credit is expanding, offering flexible financing, though access is concentrated among established sponsors and top-tier deals.
    • AI readiness has become a crucial due diligence factor, with investors dedicating 30-40% of investment committee time to evaluating portfolio companies’ AI strategies; those lacking clear AI pathways face valuation discounts.
    • A growing backlog of aging portfolio companies beyond their original investment horizons is creating mounting exit pressure, with trade sales and secondary buyouts being the primary routes amidst a tentative IPO recovery.
  • Supply Chain Reconfiguration:
    • Geopolitical tensions and trade policy uncertainty are prompting companies to use M&A to build supply chain resilience, reduce dependency risks, and support localization or nearshoring.
    • This drives transactions focused on acquiring manufacturing capacity (e.g., in Vietnam, Thailand, Indonesia, India), logistics infrastructure, and critical inputs.
    • Rising defense and security budgets across Asia are also reshaping capital allocation and M&A in defense-adjacent sectors.

Asian private equity investors report spending 30-40% of investment committee time evaluating portfolio companies’ AI readiness, mirroring patterns observed in Western markets. This focus on AI due diligence represents a fundamental shift in how deals are underwritten. Companies unable to articulate credible AI strategies face valuation discounts, while those demonstrating clear AI-enabled growth pathways command premium multiples.

The region’s private equity firms also confront a growing backlog of aging portfolio companies awaiting exit. With approximately 32,500 companies globally held by private equity beyond their original investment horizons, and Asia representing a meaningful portion of that total, exit pressure is mounting. However, IPO markets in the region show only tentative signs of recovery, leaving trade sales to strategic acquirers or secondary buyouts as the primary exit routes.

Supply Chain Reconfiguration Drives Strategic Deals

Geopolitical tensions and trade policy uncertainty are reshaping Asian M&A in ways distinct from other regions. Companies are using acquisitions to build supply chain resilience, reduce dependency risks, and support localization or nearshoring strategies. This is driving transactions focused on regional manufacturing capacity, logistics infrastructure, and critical inputs.

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  • Geopolitical tensions and trade policy uncertainty are prompting companies to use M&A to build supply chain resilience, reduce dependency risks, and support localization or nearshoring.
  • This drives transactions focused on acquiring manufacturing capacity (e.g., in Vietnam, Thailand, Indonesia, India), logistics infrastructure, and critical inputs.
  • Rising defense and security budgets across Asia are also reshaping capital allocation and M&A in defense-adjacent sectors.

According to PwC’s Global CEO Survey, 20% of global CEOs expect their company to be highly or extremely exposed to tariffs over the next 12 months, with exposure highest in economies closely linked to US trade flows, including China, Taiwan, and potentially Southeast Asian nations integrated into Chinese supply chains. 

This tariff exposure is accelerating strategic repositioning. Companies are acquiring manufacturing assets in Vietnam, Thailand, Indonesia, and India to diversify production away from single-country concentration. Others are pursuing vertical integration deals to secure access to critical components and reduce exposure to supply disruptions.

Rising defense and security budgets across Asia, particularly in response to regional tensions, are also reshaping capital allocation priorities. This has implications for industrial supply chains, technology investment, and M&A activity in defense-adjacent sectors, including aerospace, advanced materials, and cybersecurity.

The Domestic Tilt in Asian Dealmaking

One of the most notable shifts in Asian M&A is the increasing preference for domestic over cross-border transactions. While cross-border deal activity picked up selectively in 2025, it grew more slowly than overall market value, highlighting a continued preference for transactions where acquirers have greater familiarity, lower execution risk, and fewer regulatory hurdles.

This domestic tilt reflects multiple factors. Regulatory approval processes for cross-border deals have become more complex and unpredictable. Geopolitical tensions make certain types of transactions politically sensitive. Currency volatility adds additional risk to international deals. And perhaps most importantly, companies find abundant opportunities for consolidation and capability building within their home markets.

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The trend varies by country. Japanese companies, facing demographic constraints and limited domestic growth, continue pursuing international acquisitions despite the challenges. Indian companies show growing outbound ambition, particularly in technology and pharmaceutical sectors. Chinese outbound M&A remains constrained by capital controls and regulatory scrutiny, though strategic transactions in critical sectors still receive approval.

Technology Sector Concentration

Technology remains the dominant driver of Asian M&A activity, but the definition of “technology” continues expanding. Traditional software and internet companies are joined by semiconductor manufacturers, electronics producers, industrial automation firms, and healthcare technology businesses, all positioning themselves as technology-enabled enterprises.

This sector convergence mirrors global patterns but carries particular significance for Asia given the region’s concentration of manufacturing and electronics capabilities. Companies that successfully integrate AI into hardware manufacturing, supply chain management, and product development stand to capture disproportionate value in the next phase of technological evolution.

The semiconductor sector deserves special attention. As AI workloads drive explosive demand for advanced chips, Asian semiconductor companies and their suppliers are experiencing unprecedented strategic importance. This is driving both organic investment and M&A activity as companies race to capture value in AI-enabling infrastructure.

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Macroeconomic Headwinds and Tailwinds

Asia’s macroeconomic backdrop presents a mixed picture for dealmakers. Growth in major emerging markets, including India and China, is expected to remain relatively strong by global standards, albeit below 2025 levels. However, the OECD projects global GDP growth will slow from 3.2% in 2025 to 2.9% in 2026, creating headwinds for export-oriented Asian economies.

  • Asia presents a mixed macroeconomic picture, with major emerging markets like India and China expecting relatively strong growth, but a projected global GDP slowdown in 2026.
  • Interest rate dynamics vary, with easing in some developed markets but complex inflation and currency pressures in emerging Asia.
  • Private credit is increasingly providing alternative financing, especially for mid-market deals.
  • While public debt has risen, most Asian countries maintain stronger fiscal positions than their Western counterparts, though long-term policy uncertainties remain.

Interest rate dynamics vary across the region. While rates have eased in developed markets like Japan and Australia, emerging Asian markets face more complex inflation and currency pressures. For dealmakers, this creates challenges in financing cross-border transactions and managing currency risk in multi-jurisdictional deals.

Private credit’s expansion into Asia is providing alternative financing sources, particularly for mid-market transactions where traditional bank lending has become more conservative. This development is helping bridge valuation gaps and enabling transactions that might otherwise struggle to secure financing.

Public debt levels across many Asian economies have risen since the pandemic, though most countries maintain stronger fiscal positions than Western counterparts. Still, elevated debt burdens and evolving policy priorities add longer-term uncertainty around taxation, regulation, and government spending that dealmakers must consider in their underwriting.

The Path Forward for Asian Dealmakers

Asian companies and investors face a critical juncture. The forces reshaping global M&A, particularly AI investment and the premium placed on scale, are not temporary dislocations but structural shifts likely to define dealmaking for years to come.

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For Asian corporations, several imperatives emerge. First, capital allocation discipline becomes mission-critical as companies balance AI investment requirements against traditional growth strategies. Second, developing clear AI strategies and road maps is no longer optional but essential for maintaining competitiveness and valuation. Third, companies must honestly assess whether they’re better positioned as acquirers or targets in their industries’ consolidation waves.

For private equity investors in the region, the message is equally clear. Winning deals will increasingly depend on articulating how acquisitions accelerate AI capabilities and digital transformation. Portfolio value creation will require active support for companies’ AI journeys, not just operational improvements. And exit planning must account for the reality that buyers will heavily scrutinize targets’ technological readiness.

Regional financial advisors and investment banks must evolve their capabilities to support clients navigating this transformation. Traditional M&A advisory focused on valuation, structuring, and deal execution now requires deep technical expertise in AI due diligence, scenario modeling for AI-disrupted business models, and strategic positioning for technology-driven consolidation.

A Region at the Crossroads

Asia’s M&A market stands at a crossroads. The region possesses tremendous strengths: high growth rates, large domestic markets, world-class manufacturing capabilities, and increasing technological sophistication. These advantages position Asian companies well for the AI era, provided they can mobilize capital, talent, and strategic vision effectively.

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Yet challenges are equally significant. Geopolitical tensions constrain cross-border dealmaking. Regulatory uncertainty complicates execution. Confidence remains uneven across markets. And the sheer scale of AI investment required risks overwhelming companies lacking access to deep capital pools.

The 10% increase in Asian deal values during 2025 represents progress, but it also highlights the region’s underperformance relative to the Americas’ 55% surge. As AI-driven dealmaking accelerates globally, Asia risks falling behind if companies and investors don’t move more aggressively to acquire capabilities, consolidate fragmented markets, and position for the innovation supercycle likely to emerge as AI productivity gains materialize.

The K-shaped market dynamic offers no middle ground. Asian companies and markets will either accelerate their participation in transformative dealmaking or watch competitive advantages flow to better-capitalized, more technologically advanced rivals. In a world where AI readiness increasingly determines valuation and where megadeals concentrate value creation, scale and speed matter more than ever.

For Asia’s dealmakers, the message is unambiguous: the window for strategic repositioning is narrowing. The companies and markets that move decisively to acquire AI capabilities, pursue transformative consolidation, and invest in technological infrastructure will emerge as leaders. Those that wait for perfect conditions or clearer signals risk finding themselves on the wrong side of the K-curve, watching the future unfold from an increasingly disadvantaged position.

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Multiplex likely to build Blackburne’s $461m Karrinyup project

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Multiplex likely to build Blackburne’s $350m Karrinyup project

The luxury apartment development looks to be finally going ahead, following its approval three and a half years ago.

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Israel to join Trump’s ’Board of Peace’, Netanyahu says

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Israel to join Trump’s ’Board of Peace’, Netanyahu says


Israel to join Trump’s ’Board of Peace’, Netanyahu says

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Trump excludes two Democrats from US governors’ meeting invite

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Trump excludes two Democrats from US governors’ meeting invite


Trump excludes two Democrats from US governors’ meeting invite

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Barron Trump listed as business partner in new beverage company

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Barron Trump listed as business partner in new beverage company

Barron Trump is listed in public records as a director of a new beverage business based near Mar-a-Lago.

Filings submitted last month in Florida and Delaware show that Barron Trump is one of five directors of SOLLOS Yerba Mate Inc., described by one of its directors as a “yerba mate beverage company” and headquartered just minutes from the Trump family’s Mar-a-Lago Club in Palm Beach. 

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Yerba mate – a caffeinated herbal tea popular in Brazil, Argentina, Uruguay and Paraguay – has gained traction in the U.S. as a coffee alternative.

FOX Business was unable to independently confirm that the Barron Trump named in the filings is the 19-year-old son of President Donald Trump.

BARRON TRUMP BUSINESS PARTNER CLARIFIES FUTURE OF LUXURY REAL ESTATE VENTURE: ‘WILL NOT BE RELAUNCHED’

Barron Trump fist pump

Barron Trump gestures during a rally on the inauguration day of President Donald Trump in Washington, D.C., on Jan. 20, 2025. (Mike Segar/Reuters)

U.S. Securities and Exchange Commission (SEC) filings show the company raised $1 million through a private placement, as first reported by Newsweek.

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In addition to Barron Trump, the documents list Spencer Bernstein, Rudolfo Castello, Stephen Hall and Valentino Gomez as directors – two of whom appear to have attended high school with the president’s son.

Bernstein, a Villanova University student who previously attended Oxbridge Academy in Palm Beach with Barron Trump, described SOLLOS on LinkedIn as “a lifestyle beverage brand built around clean [and] functional ingredients.”

A LOOK AT THE TRUMP FAMILY’S BUSINESS EMPIRE

Yerba Mate trees field

Yerba mate trees grow in Colonia Liebig, Argentina, on Aug. 7, 2025. (Natalia Favre/Bloomberg via Getty Images)

“I’ve decided to postpone my final semester at Villanova University to focus on something I’ve been building for the past 8 months,” Bernstein wrote last month. “Since the end of last school year I have been working alongside my co-founder, Stephen Hall, and a few close friends on SOLLOS Yerba Mate.”

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Hall, now a student at the University of Notre Dame who also attended Oxbridge Academy, said the beverage company is preparing for a spring consumer launch

An official launch date has not been announced. 

The company marks the latest business venture tied to Barron Trump, a sophomore at New York University’s Stern School of Business.

HERE’S HOW MUCH TRUMP ACCOUNT BALANCES COULD GROW OVER TIME

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Yerba Mate cans

Display of various containers of Yerba Mate in Duncans Mills, California, on June 8, 2025. (Smith Collection/Gado/Getty Images)

In July 2024, Barron Trump and two partners – including a former classmate – incorporated a real estate firm, Trump, Fulcher & Roxburgh Capital Inc., in Wyoming. The company was dissolved on Nov. 14, 2024, days after the presidential election.

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The White House, first lady Melania Trump’s office, Stephen Hall and Spencer Bernstein could not be immediately reached by FOX Business for comment.

FOX Business’ Louis Casiano contributed to this report.

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