With the COVID-19 pandemic leading to more uncertainty than ever for businesses, prioritizing innovation has been a challenge for most. Proving that inspiration can come from unexpected places, these examples showcase brands that have innovated during a time of chaos and unprecedented change.
Adapting to times of crisis, both casual and high-end fashion labels have stepped up to aid medical workers when mask supplies ran low at the beginning of the pandemic. While Nike created protective face shields for medical professionals, NYC-based label Pyer Moss set up a medical donation center inside its design studio. Moreover, tech brands like Sony launched unique initiatives encouraging safe social distancing -- like Sony's 'Play at Home' campaign that offered free games for Playstation 4 users.
Other notable examples of innovation in the New Normal include beer brand Desperados' virtual parties, hosted in partnership with elrow and Peleton's app trial extension which went from a 30 day testing period to 90 days in light of COVID-19.
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