#USA #New York #TUNL #Street Dreams #Arte Haus

The Launch of TUNL's New Collective

On August 5, 2025, TUNL—a pioneering media and commerce entity positioned at the crossroads of sports, fashion, music, and culture—announced its exciting collaboration with Street Dreams and Arte Haus Studios. This partnership marks a significant development in the drive to connect cultural influence directly with ownership, aiming to empower athletes and creators in ways that resonate deeply within contemporary culture.

For years, athletes and creators have shaped and influenced global culture, yet the value created often remained in the hands of institutions. TUNL seeks to change this narrative by shifting the dynamics through co-owned intellectual property (IP), immersive experiences, and storytelling crafted by those at the forefront of cultural innovation. According to TUNL's CEO and co-founder Ashley Champ, "We don't build for culture; we build from it. Culture doesn't need a seat at the table. It should build the table itself."

This philosophy has culminated in the creation of the TUNL Collective, an innovative, decentralized organization that unites emerging founders and established creative powerhouses, maintaining their distinct legacies and essential attributes. Street Dreams, known internationally for its community-driven editorial and distinctive content creation, is co-led by celebrated photographer Steve Irby, marketing expert Eric Veloso, and art director Michael Cobarrubia. Now at the forefront of TUNL's production and publishing initiatives, Irby emphasizes that joining TUNL enhances their mission: "Street Dreams stands for community and creativity without compromise. This partnership allows us to amplify our vision while remaining true to our core values."

Arte Haus Studios, founded by Kendall Hurns—a former NBA manager turned creative strategist—brings a curated roster of talent that includes designers, directors, photographers, and fine artists. This studio leads the integration of talent and design development within the TUNL ecosystem, enhancing how artistic endeavors are visualized and realized.

The TUNL Collective is organized around two principal areas:
1. TUNLX (set to launch in Fall 2026) – a tech and innovation lab devoted to data-driven IP, immersive brand experiences, and essential storytelling frameworks.
2. TUNL Studio – a comprehensive content engine that produces original programming, editorial series, and branded campaigns concentrated on sports, fashion, music, and culture.

What started as a quiet experiment in 2024, void of a website or social media presence, has quickly snowballed into a cultural phenomenon. TUNL's debut during New York Fashion Week, marked by a stunning billboard takeover in Times Square in partnership with Spotify, alongside a capsule collection with the National Basketball Players Association (NBPA), demonstrated TUNL's commitment to voter engagement. Within a few months, TUNL had garnered over 1 billion press impressions, achieving 300 million organic views—a clear indicator of a new creator-led IP era.

Today, TUNL operates in prominent cultural cities such as New York, Los Angeles, Chicago, Paris, Tokyo, and Toronto, achieving a staggering digital engagement of over 4.3 million followers across various social platforms. With more than a million monthly content views and a robust network of creators and athletes, TUNL is rapidly establishing itself as a frontrunner in the sports and culture landscape.

Key partners supporting TUNL’s rapid growth include The Only Agency—a top stylist collective specializing in sports fashion—and Versus, a celebrated creative studio ensuring TUNL's exceptional execution in content creation, marketing campaigns, and live experiences.

TUNL is designed to collaborate rather than compete, partnering with agencies, brands, and sports organizations to engage the next generation through intentional storytelling powered by creators and culturally fluent production methodologies.

For more information, visit thetunl.com or follow their social media handles: @thetunlx, @streetdreamsmag, and @artehausstudios.

About TUNL

Founded in 2024, TUNL emerges as a platform that navigates the intersections of sports, fashion, music, arts, and entertainment, propelled by the ethos of culture, which encourages athletes and creators to wield their influence into ownership through community engagement, commerce, and creative expression.

About Street Dreams

Street Dreams stands out as a global media platform synonymous with authentic storytelling and community-focused production, now leading TUNL's media production and publishing initiatives.

About Arte Haus Studios

Arte Haus Studios represents a multidisciplinary talent pool, focusing on creative-led cultural projects that revolutionize how art is appreciated and disseminated.