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Patrick Mahomes Is Invisalign’s Latest Unexpected Celebrity Ambassador. Here’s Why

In January, Invisalign confirmed fan speculation: Patrick Mahomes does use its aligners. Now, months after announcing a multi-year partnership with the clear aligners brand, the Kansas City Chiefs quarterback is now officially fronting a campaign to show its aligners are for everyone. Mahomes is the latest unexpected addition to Invisalign’s ‘Smile Squad.’ Its growing group […]

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In January, Invisalign confirmed fan speculation: Patrick Mahomes does use its aligners.

Now, months after announcing a multi-year partnership with the clear aligners brand, the Kansas City Chiefs quarterback is now officially fronting a campaign to show its aligners are for everyone.

Mahomes is the latest unexpected addition to Invisalign’s ‘Smile Squad.’

Its growing group of brand ambassadors ranges from regional and global influencers like Charli D’Amelio, actress Marsai Martin, and clothing designer Kristin Juszczyk. Athletes also feature heavily, including former Louisiana State University (LSU) gymnast Livvy Dunne and LSU women’s basketball player Flau’Jae Johnson.

Mahomes’ first sports-themed spot for the brand stars him alongside three teen athletes representing baseball, track, and soccer competing in their respective sports.

The footballer narrates the 30-second hero video saying: “Confidence isn’t a handout, you gotta build it. How you feel is how you play. It starts with a click… Invisalign,” before showing off his smile.

“Invisalign is a product that has made a real difference for me, and I wanted to pass that along to others, so the partnership came together pretty naturally,” Mahomes exclusively told ADWEEK ahead of Super Bowl 59.

The spot will air from Monday (9 June) on NFL Network’s Good Morning Football.

Aligners for everyone

Rather than relying on posters in dental offices, Invisalign has embraced a direct-to-consumer (DTC) marketing strategy in recent years, led by strategic partnerships with buzzy celebrities and real users.

Kamal Bhandal, its svp of global brand, consumer, and Americas marketing, told ADWEEK: “At the core of what we’re trying to do is showcase the transformative power of a confident smile through authentic experiences with all of our partners. Whether it’s someone of the caliber of Patrick or an everyday person, we want to tell all of those stories.”

Invisalign identifies its brand ambassadors through organic moments, she said.

In Mahomes’ case, fan speculation around him chewing his aligners during Chiefs games led to the brand reaching out to his team. Now, as part of his multi-year deal, he will share his Invisalign treatment journey with fans via a multi-channel campaign.

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Who is Meghan Camarena? – Favikon

Blog Who’s Who on Social Media Who’s Who on Social Media 5 min to read Meghan Camarena, also known online as Strawburry17, is a U.S.-based content creator known for her blend of cozy gaming, comic book storytelling, and community-focused media. With over 18 years in the creator space, she’s built a loyal audience across YouTube, […]

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Who’s Who on Social Media

5 min to read

Meghan Camarena, also known online as Strawburry17, is a U.S.-based content creator known for her blend of cozy gaming, comic book storytelling, and community-focused media. With over 18 years in the creator space, she’s built a loyal audience across YouTube, Instagram, TikTok, and Twitch by sharing personal adventures, gaming content, and creative projects.

July 20, 2025

Justine Castany

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MTSU Launches Two Esports Concentrations This Fall

The Level Up Arena, located on the second floor of Middle Tennessee State University’s Student Union Building, opened last fall and is open to students across campus and will be used as a learning lab for students in the new esports concentrations offered beginning in the fall of 2025. (Submitted photo) As the popularity of […]

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The Level Up Arena, located on the second floor of Middle Tennessee State University’s Student Union Building, opened last fall and is open to students across campus and will be used as a learning lab for students in the new esports concentrations offered beginning in the fall of 2025. (Submitted photo)

As the popularity of video gaming continues to explode, Middle Tennessee State University is offering two new esports concentrations this fall that will teach students about aesthetics, ethics, marketing and technology needed to create gaming-related content and streams.

“Esports” is competitive video gaming, and like any other sport, there are multiple levels of competition ranging from high school and collegiate to professional teams that compete in front of packed arenas and are broadcast to global audiences.

The development of the two MTSU undergraduate concentrations — Esports and Gaming Content Creation housed in the College of Media and Entertainment and Esports Coaching offered by Leisure and Sport Management in the College of Behavioral and Health Sciences — has been a collaborative effort with stakeholders across campus to give students pathways to the needed skills and a degree for an industry that was previously unavailable in the region.

“Students will have the opportunity to learn about the variety of skills needed in the esports industry and learn specialized skills in areas in which they want to focus,” said Richard Lewis, esports and content creation coordinator associate professor. “There are hands-on experience opportunities working with the MTSU Esports club and a number of community organizations while earning their degree.”

According to ZipRecruiter, the average annual pay for a job in the esports industry in the United States is $156,348 a year. Jobs can range from a professional player, content creator, influencer, broadcast manager, social media manager, talent manager, team publicist, coaching, assistant coach, events manager, general manager, game analyst, commissioner and more.

Lewis said the MTSU concentrations will provide esports players with valuable skills in creating content and revenue streams. Students will also choose from minors to give them specific skills within their professional interests.

Students will also have access to the Level Up Arena, which opened last fall on the second floor of the Student Union Building for students across campus, and the Gaming Lab, located in the BAS S137F, created in 2023 in a collaboration between the College of Media and Entertainment, Jones College of Business and MTSU’s Information Technology Division that is equipped with gaming PCs and Nintendo Switch consoles.

The Level Up Arena will offer real-world opportunities for esports students to broadcast competitions with professional equipment.

The Media and Entertainment degree program’s Esports and Gaming Content Creation concentration teaches students about the aesthetics, ethics, marketing and technology needed to create gaming-related content and streams.

The Esports Coaching concentration under Leisure and Sport Management uses the core interdisciplinary courses but dives deeper into the skills needed to be an esports coach at the high school, collegiate or professional level.

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How Logitech G’s #Creators4BIPOC Drives Brand Value and Investor Confidence in the Gaming Sector

In the evolving landscape of the tech and gaming sectors, corporate social responsibility (CSR) has transcended mere public relations to become a cornerstone of competitive strategy. For investors, the alignment of CSR with long-term value creation is no longer theoretical—it is empirically measurable. Logitech G’s #Creators4BIPOC initiative, now in its sixth year, exemplifies how a […]

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In the evolving landscape of the tech and gaming sectors, corporate social responsibility (CSR) has transcended mere public relations to become a cornerstone of competitive strategy. For investors, the alignment of CSR with long-term value creation is no longer theoretical—it is empirically measurable. Logitech G’s #Creators4BIPOC initiative, now in its sixth year, exemplifies how a well-structured CSR program can amplify brand equity, foster stakeholder trust, and enhance investor appeal. By embedding inclusivity into its business model, Logitech is not only addressing systemic inequities in gaming but also positioning itself as a leader in a market increasingly defined by values-driven consumers and socially conscious capital.

The Strategic Design of #Creators4BIPOC

Logitech’s initiative is structured around four pillars—GIVING, SOCIAL, LIVESTREAM, and LEARNING—each designed to uplift Black, Indigenous, and People of Color (BIPOC) creators while aligning with broader corporate goals.

  • GIVING involves direct investment in underrepresented talent and nonprofits. For instance, the company has committed $250,000 annually to organizations addressing racial inequality, with a cumulative $600,000 invested since 2020. This financial support is paired with tangible rewards, such as gear upgrades for BIPOC creators, which enhance their visibility and productivity.
  • SOCIAL leverages empathy-driven storytelling. By partnering with groups like the BCGA Foundation and Latinx in Gaming, Logitech amplifies BIPOC voices on platforms like YouTube, fostering a community where inclusion is not performative but participatory.
  • LIVESTREAM transforms CSR into entertainment. High-profile tournaments, such as the KarimCheese-hosted esports event, blend inclusivity with marketability, drawing audiences while showcasing Logitech’s hardware.
  • LEARNING provides skills development. Masterclasses on copyright, mental health, and business practices address systemic barriers faced by BIPOC creators, thereby enhancing their long-term success and, by extension, Logitech’s ecosystem.

These pillars create a feedback loop: by empowering creators, Logitech strengthens its brand’s relevance among younger, diverse audiences—key demographics in the gaming industry—and reinforces its reputation as a socially responsible actor.

Financial and Market Validation

The financial results speak to the initiative’s strategic value. Logitech’s FY2025 Q2 earnings, released in October 2024, revealed $1.12 billion in sales, a 6% year-over-year increase, with operating income rising 5% to $193 million (non-GAAP). These gains occurred alongside a $1 million, ten-year commitment to #Creators4BIPOC, demonstrating that CSR need not come at the expense of profitability.

The company’s balance sheet further underscores its financial discipline. With $1.36 billion in cash and $340 million returned to shareholders via dividends and buybacks in Q2 2025, Logitech has balanced long-term CSR investments with shareholder returns. Analysts note that the #Creators4BIPOC program has contributed to brand differentiation in a crowded market, particularly as competitors like Microsoft and NVIDIA ramp up their own DEI efforts.

Investor Appeal: ESG Alignment and Risk Mitigation

For investors, the initiative’s alignment with ESG (Environmental, Social, and Governance) criteria is a major draw. Logitech’s Change Council, composed of BIPOC creators, ensures that DEI strategies are co-created with the communities they serve—a participatory approach that reduces reputational risk and enhances stakeholder trust. This contrasts with superficial CSR efforts, which often alienate investors wary of “woke washing.”

Moreover, the gaming industry’s shift toward inclusivity is a structural trend. With the global gaming market projected to exceed $200 billion by 2027, brands that cater to underrepresented demographics—such as BIPOC gamers, who constitute 25% of the U.S. gaming population—stand to capture significant market share. Logitech’s early and sustained commitment to this segment positions it to outperform peers in both revenue and ESG ratings.

Strategic Partnerships as a Force Multiplier

Logitech’s partnerships with organizations like Sugar Gamers and the Asian Mental Health Collective amplify the initiative’s impact. These collaborations are not symbolic; they provide tangible resources to creators, such as mental health support and intellectual property education, addressing systemic barriers that hinder BIPOC participation in gaming. For investors, such partnerships signal Logitech’s ability to leverage external expertise and scale its impact, a critical factor in evaluating long-term CSR sustainability.

Investment Implications

The #Creators4BIPOC initiative is more than a PR campaign—it is a strategic investment in a company’s future. For investors, the key takeaway is that inclusive brand equity is a durable asset. Logitech’s FY2025 guidance—raising sales and operating income forecasts to $4.39–$4.47 billion and $720–$750 million, respectively—reflects confidence in the program’s ability to drive both social and financial returns.

However, risks remain. The gaming industry’s dependence on youth culture means that brands must continuously innovate to retain relevance. Additionally, macroeconomic headwinds, such as inflation and supply chain disruptions, could pressure margins. Yet, Logitech’s strong cash flow ($166 million in Q2 2025) and disciplined cost management suggest it is well-positioned to navigate these challenges.

Conclusion: A Model for Values-Driven Growth

Logitech’s #Creators4BIPOC initiative demonstrates that CSR, when strategically integrated into business operations, can enhance brand equity, attract socially conscious capital, and drive long-term value. For investors, the lesson is clear: in an era where consumers and capital increasingly demand ethical accountability, companies that align their missions with societal progress—while maintaining financial rigor—are poised for outperformance.

In the tech and gaming sectors, where identity and community are as vital as code and circuits, Logitech’s approach is not just innovative—it is essential.



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Coda expands globally by acquiring Recharge

Coda, a global digital content monetisation provider, has signed an agreement to acquire Recharge, a prepaid payments platform based in Europe. This acquisition propels Coda’s growth beyond the gaming sector, increasing its capacity to cater to the wider digital content economy, spanning various categories, clients, and continents, by expanding its presence in Europe and bolstering […]

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Coda, a global digital content monetisation provider, has signed an agreement to acquire Recharge, a prepaid payments platform based in Europe.

This acquisition propels Coda’s growth beyond the gaming sector, increasing its capacity to cater to the wider digital content economy, spanning various categories, clients, and continents, by expanding its presence in Europe and bolstering its direct-to-consumer capabilities.

For Recharge, this deal offers B2B expertise, access to stronger partnerships with leading digital content publishers, and a proven strategy for growth in rapidly expanding markets, particularly throughout Asia. According to the company’s projections for 2024, the combined entity would have facilitated over USD 1.75 billion in sales, served more than 200 million customers, and operated in over 180 markets, establishing a substantial global presence from the outset.

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Coda’s role in the market

Coda serves as a monetisation partner for mobile gaming and digital content publishers, including names like Electronic Arts, Activision, Riot Games, HoYoverse, and Moonton. The company manages the distribution of over 500 titles from more than 300 publishing partners and powers web stores for franchises such as Call of Duty: Mobile and EA SPORTS FC Mobile. For publishers, Coda facilitates global expansion by handling risk management, compliance, and customer support as the Merchant of Record.

Recharge strengthens Coda’s B2C scale and extends its reach throughout Europe. Offering over 16,000 products across categories such as gaming, mobile, gift cards, and lifestyle, Recharge employs a marketing-driven, consumer-centric strategy while leveraging its established brand equity and a user base exceeding 8 million.

Synergistic integration

The transaction between Coda and Recharge integrates payments expertise, publisher and brand partnerships, and extensive consumer reach, updating cross-selling opportunities and market access. With combined capabilities and global coverage, they aim to serve the digital content economy effectively in both B2B and B2C. The deal is supported by Apis Partners, Insight Partners, Smash Capital, and other investors.



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Game on: Northeast Indiana schools, colleges tout benefits of esports | Schools

Hudson Kelly had a love-hate relationship with the season of tennis he played at Prairie Heights High School in LaGrange. His hunch that it would be fun to try something new while spending time with friends was correct, he said, but he hated the sport itself. That sole season was Kelly’s extent of participating in […]

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Hudson Kelly had a love-hate relationship with the season of tennis he played at Prairie Heights High School in LaGrange.

His hunch that it would be fun to try something new while spending time with friends was correct, he said, but he hated the sport itself.

That sole season was Kelly’s extent of participating in extracurricular activities until he enrolled in Trine University, a close-to-home campus in Angola that further appealed to him because of its esports program. Playing video games was his pastime, and he looked forward to improving his skills, he said.

“I joined the program fairly easily and made even more friends,” said Kelly, who in April helped Trine’s Overwatch team win its second consecutive Eastern College Athletic Conference national title.

Esports isn’t just about victories, however.

Program leaders at northeast Indiana high schools and colleges said esports can also increase academic motivation, create a sense of community and belonging, improve communication and team-building skills, and engage a neglected demographic – students uninvolved in traditional athletics, clubs and other school activities, like band.

And for a state facing a declining college-going rate that now stands at 51.7%, esports programs offer another perk – the potential to put teens on a path to higher education. Institutions, including Indiana Tech, offer esports scholarships.

“It’s just like an athletic scholarship,” said Jake Middleton, the Fort Wayne university’s head esports coach.

Joe Wilhelm, Snider High School’s head esports coach, has seen such opportunities benefit students. About a dozen spring graduates are signed to play at institutions including Indiana Tech, Manchester University and Ball State University, he said. Such opportunities have benefited students who wouldn’t have gone to college otherwise, and recipients have included students who were failing classes before joining the program.

“It gives them a structure through which they’re motivated to do well in school,” said Wilhelm, who also serves as director of the Indiana Esports Network, a collective of more than 150 school districts statewide.

Jeremy Goossens, Trine’s esports director, agreed.

“Spending hours in front of a screen without any support can lead to withdrawing from school or a decrease of grades,” he said. “Creating a strong educational frame allows the use of gaming as a motivation to pursue their passion while building their future.”

Esports has caught the attention of state Rep. Kyle Miller, D-Fort Wayne. He proposed a bill this year calling for the Indiana Economic Development Corp. to study strategies allowing Indiana to become a leader in esports industry development.

After passing the House in February, the legislation was assigned to the Senate Committee on Commerce and Technology and never received a hearing.

Miller, who is planning his legislation for the next legislative session, said by email that esports could create lasting economic effects and attract people and companies to the state.

“Colleges throughout the state and the rest of the country already have dedicated high-tech spaces to esports competition and development, and many offer scholarships to recruit students for their varsity gaming teams,” Miller said. “The interest is clearly there, and if Indiana has an opportunity to be a leader in the growing industry, we should at least consider the potential impact it would have on our state economy.”

Broad appeal

Nearly 85% of Americans ages 5 to 17 play video games at least an hour each week, according to this year’s annual Entertainment Software Association report about the U.S. video game industry.

The hobby is popular among both genders, but the association’s report found boys and men play at higher frequencies across nearly all age groups. Among kids ages 5 to 12, 88% of boys reported playing at least an hour per week compared to 78% of girls. Gen Z – ages 13 to 28 – reported similar use by gender: 85% and 70%, respectively.

In Indiana, male high school graduates are less likely to immediately enroll in higher education than are their female counterparts. Statistics for the class of 2023 show the female college-going rate was 58% – 13 percentage points higher than the male rate, according to the Indiana Commission for Higher Education.

The disparity is even greater in Adams, Huntington, Kosciusko, LaGrange, Noble, Steuben and Whitley counties. The female college-going rate in those northeast Indiana communities outpace the male rate by 14 to 26 percentage points.

Students have told Middleton, the Indiana Tech coach, that they probably wouldn’t have gone to college if it wasn’t for the esports program, which is coed but predominantly male.

The opportunity to compete while earning a degree can also tip the scales for aspiring professional esports players, Middleton said.

“It’s like, ‘Hey, I can try to go pro. If it doesn’t work out, at least I have a degree as a backup plan,’ “ he said.

Goossens, the Trine esports director, can relate. He was once that student uninterested in school, wanting only to play video games. His parents used his passion as motivation by telling him an esports career is short, he said, and he could better secure his future by studying something that could apply to competitive video game play.

Goossens followed his parents’ advice, which led to earning an event management degree, he said, noting he was interested in hosting esports events. He has worked in esports for 11 years.

Social spot

The popularity of the $2.1 million esports facility Trine dedicated last September illustrates the demand for competitive video game spaces.

Trine indicates on its website that enrollment at the Angola campus totaled nearly 4,400 graduate, undergraduate and dual-enrollment students last fall. About 700 students used the Mark and Sarah Music/Ruoff Mortgage Esports Arena, making it one of the university’s busiest places, Goossens said.

He added students from nearby K-12 school districts are among the off-campus visitors who use the facility, which features about 60 gaming computers, a spectator area, a competitive battle stage and broadcast booth for livestreaming and commentary.

“It’s a great space to be around others,” Goossens said.

The alternative is students playing alone, he said, and that’s not good for retention.

Statistics for Indiana’s public institutions show only 48% of students graduate from college on time, although rates vary by campus type. About 60% of students attending four-year main campuses earn their degrees on time compared to 30% attending four-year non-main campuses and 24% attending two-year campuses, according to the Indiana Commission for Higher Education.

Like traditional college sports, esports requires players to have good grades, Goossens said, and study tables are offered for participants struggling academically. At Trine, team members must be passing their classes and have a minimum 2.5 GPA – or 3.0 for team captains.

Students who aren’t on the teams also must meet an academic standard to use the arena.

“This GPA requirement is 2.0 but is also paired with their class schedule to have their account disabled when they are supposed to be in class,” Goossens said.

Kelly, the Trine esports participant from LaGrange, said his team rallied behind a player whose grades jeopardized his status. The group worried they would have to find and build chemistry with a new teammate, Kelly said, but his friend improved his GPA.

“I was proud,” said Kelly, noting he would offer to help his teammate study, even if it meant driving back to campus.

K-12 schools, including Lakeland Junior-Senior High School in LaGrange, hold esports participants to the same standards as the Indiana High School Athletic Association, which has academic eligibility requirements. This adds another layer of support for students who might need extra help academically, said Garett Chrisman, head coach.

“The academic standard we stress is that students must be passing the majority of their classes,” he said. “If they fail more than one class, they are barred from competition until they improve their grades.”

Lakeland students are among those that have visited Trine’s facilities. Chrisman said those trips are about more than getting to play video games.

“They are ingratiating themselves with a postsecondary level esports team and Trine Esports’ associated educational programs,” he said.

“It helps them see for themselves how to develop a potential future in the fields of science and technology.”



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Upstate college students compete for esports scholarships

GREENVILLE, S.C. (WSPA) – More than 400 college gamers are set to compete for scholarships during tournaments at the Southeast Game Exchange. The tournament put on by the Carolina Games Summit, and Creative Director Michael Everett said gamers will compete for prizes from a $400,000 prize pool. Everett added that they are expecting 51 winners […]

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GREENVILLE, S.C. (WSPA) – More than 400 college gamers are set to compete for scholarships during tournaments at the Southeast Game Exchange.

The tournament put on by the Carolina Games Summit, and Creative Director Michael Everett said gamers will compete for prizes from a $400,000 prize pool.

Everett added that they are expecting 51 winners from a group of 480 players.

Winners will receive scholarships ranging from $1,000 to $5,000 from North Carolina Wesleyan University, Barton College, and Louisburg University.

“We’re working with schools that offer esports programs,” Everett said. “Trying to help kids figure out how to get a job in the esports industry.”

He also said that students who win the money don’t have to be esport or game design majors, just people with an interest in learning and playing esport games.

According to Carolina Games Summit, tournament games include Fortnite, Gran Turismo, Donkey Konga 2, and Rocket League. The tournament is just one of many events visitors can participate in.

The Southeast Game Exchange also hosts a cosplay contest, interactive scavenger hunt side quests, live wrestling shows and panels with celebrities and content creators.

Game enthusiasts can also buy, sell, or trade game and character memorabilia, according to the event website.

Couldn’t make it today? The tournament continues through July 19 – 20 at the Greenville Convention Center.

Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

For the latest news, weather, sports, and streaming video, head to WSPA 7NEWS.



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