Gen Z perspectives: Emily Poon exits Ogilvy and the hype around HYROX

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, Emily Poon made her exit from Ogilvy PR, Nike dropped a horror-fuelled brand play that’s anything but child's play, and we dove headfirst into the HYROX hype, where fitness isn’t just a lifestyle, it’s a brand flex.

Scroll on, this one's got more sweat than a HYROX finish line. 

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1. Emily Poon steps down as Ogilvy PR APAC president 

Emily Poon (pictured left), president of Ogilvy PR APAC, is stepping down from her position after five years in the role, and a combined 17-year journey with the agency. Based on a statement sighted by MARKETING-INTERACTIVE, Poon will be taking a break to plan for the next chapter of her career and will be pursuing new ventures.

She will be succeeded by Richard Brett (pictured right), who will hold the role of president in addition to his current roles as CEO of Ogilvy PR ANZ and Ogilvy Health Australia. Brett will take on the expanded role from 1 August, based out of Sydney.

Read more here. 

2. Nike unveils horror-themed brand identity to reshape football’s future  

Nike Football is taking aim at “boring football” with its latest global campaign, "SCARY GOOD", a surreal, horror-inspired creative push that champions goal-focused football and pays tribute to some of the world’s most electrifying strikers. 

The campaign goes beyond typical brand storytelling, positioning itself as a creative manifesto that celebrates fearless and instinctive attack-focused football. With a tone that blends satire and spine-tingling spectacle, "SCARY GOOD" revives the bold energy that has defined Nike’s football DNA, while inviting the next generation of players to rewrite the rules of the game.

Read more here. 

3. HYROX record crowd shows fitness is where brands flex muscle

Over the weekend, HYROX pulled a record crowd of 12,000 to Singapore’s National Stadium, a clear sign that fitness has evolved far beyond reps and race bibs. It has become a powerful lifestyle movement fuelled by competition, community, and a culture made to be shared.

For marketers, this surge in “competitive social fitness” is more than a passing fad. It’s a ready-made playground for brands to earn real loyalty. As global fitness tribes such as HYROX take off across Asia, brands that show up with authenticity and stick around long after the finish line stand to win big.

Read more here. 

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