The night before the ​Sidemen Charity Match​, another spectacle was unfolding in London—one that didn’t involve football, but branding, communities, and the future of creator-led marketing.

90,000 seats sold out at the iconic Wembley Stadium. £4.7 million raised for charity. The crowd was electric, amped with anticipation for an event unlike the world has ever seen!

A piece of fabric shouldn’t make you rethink your values. But staring at my screen, hovering over the purchase button, I hesitated. Not because of the price—but because of …