Hey Cowboys,
Happy Monday! A fresh week means a fresh round of DTC, retail, tech, and ecommerce news to unpack.
Today’s lineup 👇 and stories.
Today’s Squad: The Growth Operators
Today we’re chatting with four people who power and grow DTC brands.
Chris Orzechowski - Owner, Orzy Media
Kyle Hency - Co-Founder & CEO, GoodDay Software
Jason Levin - Founder, Memelord
Jordan Menard - Co-Founder, Motif Digital & Instant Hydration
Alex Cooper's Unwell Beverage Is Shutting Down
The Call Her Daddy host's drink brand, launched in partnership with Nestlé in 2025 and sold primarily at Target, will cease production across its entire line after one final Halloween flavor drop. Target is now selling through remaining supply, per people familiar with the plans.
What We Know:
Unwell Hydration debuted with three flavors packed with electrolytes, vitamins, and caffeine, then expanded into protein and energy drinks
Cooper positioned the brand as a hydration and energy drink made for women, saying the category was made for men, by men, and marketed to men
The drinks got constant visibility on Call Her Daddy video episodes, sitting on side tables next to Cooper and her guests
A limited-edition "red, white, and blueberry" flavor launched exclusively at Target in May
The shutdown comes the same week Unwell raised money from Hollywood super agent Patrick Whitesell at a $500 million valuation, earmarked for expanding the podcast network and ad agency
Bloomberg reported in April on troubles inside Cooper's company, including executive turnover, shows that failed to hit, and staff issues involving her husband and co-founder Matt Kaplan
The creator beverage space has grown crowded, with Emma Chamberlain's coffee line and Logan Paul and KSI's Prime competing for the same shelf space
Cooper, Nestlé, and Target all declined to comment
Even a top podcaster with Nestlé manufacturing muscle and Target distribution couldn't make a creator beverage stick in a saturated category.
The shutdown, landing the same week as a $500 million valuation for her media business, signals Unwell is refocusing on what actually works: content, ads, and the network.
Top Stories: TikTok Shop Outsells Giants, Burger King Reclaims No. 2, Kristen Bell Goes Viral
TikTok Shop Just Outsold Target, Costco, and Home Depot Online - US spending on TikTok Shop surpassed online spending at major retailers including Target, Costco, and Home Depot in July, according to Consumer Edge data. TikTok Shop now accounts for roughly 2% of US ecommerce spending, up from 1.2% a year ago. With major brands like Samsung and Disney joining the platform and a potential Prime-style membership in the works, TikTok is increasingly looking like a serious ecommerce competitor. The platform is now going after Amazon and Walmart, using short-form video to turn product discovery directly into checkout.
Burger King Rebuilt the Whopper and Took Back No. 2 - Burger King has reclaimed the No. 2 spot among US burger chains, overtaking Wendy’s in sales for the 12 months ended June 30. The comeback is being fueled by a revamped Whopper led by Amy Alarcon, the chef behind Popeyes’ viral 2019 chicken sandwich, plus a premium bun, new mayo, and upgraded packaging. Burger King also posted 8.5% US same-store sales growth, while Wendy’s fell 7%.
Kristen Bell Turned a Savannah Bananas Game Into a Viral Broadway Show - Kristen Bell surprised fans at a Savannah Bananas game with a Frozen, Wicked, and Dirty Dancing mashup that has already passed 23 million Instagram views. Bell kicked things off from the stands before joining Bananas pitcher and Tony-nominated Broadway star Derek Klena on the field for a full-blown musical performance. The finale featured the iconic Dirty Dancing lift, while Bananas players doubled as backup dancers with bats, stilts, and other stunts.
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Ecomm Cowboy is the go-to live show for ecommerce operators, breaking down the latest DTC, retail, and AI news while interviewing the founders and executives building today's fastest-growing brands.
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See you on the stream,
Ecomm Cowboy Team