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7 brands standing at the next page, built for TEN35

Hey Ahmad, I went through your work (Courvoisier, Starry, Febreze, Yardley, the Cleveland Foundation and Derrick Rose's flowers) and picked consumer brands at a turning point right now: new CEOs, new markets, splits and first-ever multicultural pushes. None of them compete with your current roster.

Prepared for Ahmad Islam · Co-founder & CEO, TEN35 Culture-led consumer brands · US November 2026
1
Unrivaled
Women's 3-on-3 pro basketball league · Miami
Signal: $650M valuation · Series C, Aug 2026
Growth
Valued at $650M after an oversubscribed Series C in August 2026. It set the attendance record for a regular-season women's pro basketball game in Philadelphia and signed a multi-year adidas deal starting in 2027.
Why now
It's in year three with eight clubs and is taking games on the road to NBA arenas, so it now has to build fandom city by city.
Why TEN35: This is your Starry work again: you made basketball culture the brand with Angel Reese and the NBA Finals. Women's hoops is the most culturally charged story in sports right now.
2
Dave's Hot Chicken
Fast-casual · Pasadena, CA
Signal: 500th restaurant · Oct 2026
Growth
Opened its 500th restaurant in October 2026, about 100 of them in six months, and is projecting roughly $1.6B in 2026 sales. It's backed by Roark Capital, and Drake is an investor.
Why now
It's entering new markets, Chicago included, faster than almost any brand in America, and each one is a new audience to win.
Why TEN35: It started as a parking-lot pop-up and is now growing into a dynasty. Founder-led storytelling with real cultural credibility is what you did for Derrick Rose's brand.
3
PATTERN Beauty
Textured hair care · founded by Tracee Ellis Ross
Signal: New collections & categories · 2026
Growth
A textured hair care brand majority-owned by founder Tracee Ellis Ross, sold through about 10 retailers globally. It launched the Indigo Rain collection in February 2026 and a straight-styling Heat line with a campaign featuring Anderson .Paak.
Why now
It's expanding beyond hair into new categories and competing with multinationals and celebrity brands for the same consumer.
Why TEN35: Your Yardley work spoke directly to Black women, the audience the market left behind. PATTERN was built for that audience from day one and needs creative with the same cultural fluency.
4
Scotts Miracle-Gro
Lawn & garden · Scotts, Ortho, Miracle-Gro
Signal: First-ever Hispanic marketing push · Jun 2026
Growth
In June 2026 it launched its first comprehensive Hispanic marketing initiatives across Scotts, Ortho and Miracle-Gro to deepen its connection with Hispanic consumers.
Why now
These are legacy household brands building a multicultural audience for the first time, so authenticity and cultural fluency will decide whether it works.
Why TEN35: It's a legacy brand that has to earn a new audience instead of talking at it, which is exactly the problem you solved for Yardley and Febreze.
5
e.l.f. Beauty
Cosmetics & skincare · Oakland, CA
Signal: New president & CMO · 2026
Growth
Fiscal 2026 sales of $1.64B (+25%), driven largely by rhode. Growth at the core e.l.f. brand slowed to low single digits, and they named a new president of e.l.f. Brands and a new CMO.
Why now
Management is working on value, innovation and leadership to re-energize the core brand, which is the most purchased beauty brand among Gen Z.
Why TEN35: Your Febreze platform drove a 20% household-penetration lift with millennials and Gen Z. e.l.f. needs that kind of culture-led relaunch for its core brand.
6
Kraft Heinz
Packaged food · Chicago & Pittsburgh
Signal: Company split · expected H2 2026
Growth
Splitting into two companies, expected to close in the second half of 2026. One is a sauces and spreads company with Heinz, Philadelphia and Kraft Mac & Cheese, and the other is a North American grocery company with Oscar Mayer, Kraft Singles and Lunchables.
Why now
Analysts warn the split risks consumer confusion and lost brand equity, so iconic brands now have to earn relevance on their own.
Why TEN35: "Beloved but rarely reached for" was your Yardley brief. Kraft Heinz's legacy brands now face that exact problem.
7
Topgolf
Golf entertainment · Dallas, TX
Signal: New owner & new CEO · Feb 2026
Growth
Now majority-owned by Leonard Green after a $1.1B deal. New CEO David McKillips started in February 2026 and inherited double-digit same-venue sales declines.
Why now
The CEO says the brand "abandoned the golfer," calls out Chicago as underpenetrated, and launched Topgolf Media Networks in July.
Why TEN35: A brand that lost momentum and needs a reason to come back. That's your Courvoisier turnaround again, in sports and entertainment.

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