TUNL, Street Dreams & Arte Haus: A Bold New Collective
TUNL, an innovative media and commerce company, has teamed up with the global media platform Street Dreams and the creative powerhouse Arte Haus Studios to launch an exciting new collective. This collaborative effort aims to reshape the dynamics of cultural influence, solidifying the roles of athletes and creators in the cultural landscape.
The Vision Behind TUNL Collective
At the core of TUNL’s mission is the goal to bridge the gap between cultural influence and ownership. For many years, creators and athletes have been at the forefront of cultural movements, yet they often see institutions reaping the rewards of their contributions. TUNL is determined to shift this paradigm, providing a platform for co-owned intellectual property, immersive experiences, and visually compelling narratives that elevate the voices of creatives.
Ashley Champ, Co-Founder and CEO of TUNL, emphasizes this commitment: "TUNL has always been about building cultural infrastructure and now we have the scale to do it right. We don't build for culture; we build from it. Culture doesn't need a seat at the table. It should build the table." This perspective forms the foundation of the TUNL Collective, which combines the essence of its members while celebrating their individual heritages.
Introducing the Powerhouses
The TUNL Collective brings together significant players in the creative space:
- Street Dreams is celebrated for its community-driven editorial content and striking visuals. Co-founded by renowned photographer Steve Irby, marketing expert Eric Veloso, and art director Michael Cobarrubia, Street Dreams is now a vital component of TUNL's content production and publishing strategies. Irby states, "Street Dreams stands for community and creativity without compromise. Joining TUNL allows us to amplify our vision while staying true to who we are."
- Arte Haus Studios, directed by Kendall Hurns, a former NBA manager turned creative leader, is a renowned studio championing a diverse range of artists from various disciplines. This studio plays a crucial role in integrating talent and innovating design within the TUNL ecosystem.
The Structure of the Collective
The TUNL Collective operates through two main verticals designed to foster innovation:
- TUNLX (launching in Fall 2026) represents TUNL's technology and innovation lab, dedicated to developing data-driven intellectual property and crafting unparalleled brand experiences.
- TUNL Studio serves as the main production engine, dedicated to creating original programming, editorial projects, and branded initiatives that span the realms of sports, fashion, music, and culture.
Initially launched as a stealth project in 2024, TUNL made a significant impact at New York Fashion Week, executing a memorable Times Square billboard takeover in partnership with Spotify. This bold move coincided with a capsule collection release designed to encourage voter engagement, earning TUNL over 1 billion press impressions and 300 million organic views shortly after its announcement.
The Expanding Reach
Today, the collective has established a presence in influential cultural centers around the globe, including Los Angeles, Chicago, Paris, Tokyo, and Toronto. With a digital footprint reaching over 4.3 million across various social media platforms and a dedicated network of creators and athletes, TUNL is poised to influence the next generation of culture.
Among its strategic partners supporting its growth, TUNL collaborates with:
- The Only Agency, a stylist collective that is making strides into the sports sector, expanding the creative direction across many key projects.
- Versus, an award-winning creative firm that ensures TUNL's execution reaches world-class standards within content, marketing initiatives, and live events.
Built on the philosophy of collaboration rather than competition, TUNL is partnering with agencies, brands, and leagues focused on connecting with today's audiences through impactful storytelling and culturally relevant production strategies.
Frequently Asked Questions
What is the TUNL Collective?
The TUNL Collective is a creative collaboration between TUNL, Street Dreams, and Arte Haus Studios aimed at empowering athletes and creators through innovative storytelling and shared ownership.
What are the two verticals of the TUNL Collective?
The two main verticals are TUNLX, a tech and innovation lab, and TUNL Studio, which focuses on content creation and original programming.
How did TUNL gain attention in the industry?
TUNL gained significant attention by launching a Times Square billboard campaign during New York Fashion Week, along with creating impactful partnerships and a capsule collection for voter engagement.
Where does TUNL operate?
TUNL operates across several major cultural hubs around the world, including cities like New York, Los Angeles, and Tokyo, enhancing its influence within the creative community.
Who are the notable partners involved with TUNL?
Notable partners include The Only Agency, which focuses on styling talent, and Versus, a leading creative studio specializing in content and live event execution.
