Business
Netflix's latest pitch: 'Squid Game' tracksuits, sneakers and whisky
In the Korean-language Netflix megahit “Squid Game,” debt-ridden people take part in a deadly competition — lying, cheating and killing one another for a life-changing pot of money.
How is the streamer promoting the second season of such an anti-capitalist show? By selling merchandise, of course.
Retailers and brands including Puma, Johnnie Walker and shoe-maker Crocs are hoping that interest in the show will drive sales of products based on the ultraviolent dystopian series.
On Wednesday, Puma announced a line of green tracksuits similar to the ones the characters wear onscreen, along with sneakers and other apparel inspired by the series. The German clothing retailer created the actual costumes for the show.
“We saw an opportunity for us to be more than just a partner of creating consumer products, being able to also be in the show and be part of this cultural moment,” said Puma spokesman Alberto Turincio. “Everyone knows what ‘Squid Game’ is. The fandom was just insane.”
Puma is just one of several global retailers and brands that are partnering with Netflix on merchandise inspired by its shows and movies.
For example, spirit maker Johnnie Walker created a “Squid Game” special-edition whisky, which features a teal label and “Squid Game” inspired cocktails including “The 456” which incorporates flavor form bori-cha, tea often served with Korean food.
Previously, Netflix has worked with outside companies to create “Bridgerton” bread mixes and “Stranger Things”-themed Scoops Ahoy ice cream. For Netflix, the products are a way of keeping fans engaged with their favorite programs and driving excitement.
Puma “Squid Game” tracksuit, sneakers and backpack. Puma “Squid Game” sneakers. Puma “Squid Game” backpack. (Netflix)
“The stories that are on Netflix end up becoming these cultural moments, and so I think people are excited to go along with us on that journey,” said Josh Simon, Netflix’s vice president of consumer products. “When they love it, they want to live it.”
Retail and consumer products are a growing business for Netflix. The company is hoping that selling T-shirts, booze and other items inspired by its programming will boost awareness for its programs while also providing additional revenue. Netflix has launched pop-up stores and restaurants to promote its shows and movies. It has created live events, including music performances, for similar purposes. Netflix said it has launched 40 unique attractions across 100 cities globally, reaching more than 7.5 million consumers.
Next year, the company will open permanent retail centers, called Netflix House, inside former department store locations in Texas and Pennsylvania that combine all those elements — food, merchandise and experiences based on Netflix programs. The company could eventually have 50 or 60 Netflix House locations globally, Co-Chief Executive Ted Sarandos said at the WSJ Tech Live conference in October.
The popularity of “Stranger Things” helped kick-start Netflix’s consumer products business as brands began reaching out to work with the company. In 2019, Netflix started its consumer products division and in 2021 launched a retail website. Over time, Netflix expanded its partnerships with more brands and hosted popular live events, including balls inspired by “Bridgerton.” It’s a playbook that was pioneered by Walt Disney Co. and copied by numerous others. Disney has a giant consumer products licensing business and at one time had hundreds of retail stores at malls across the country.
But unlike studios such as Disney, Netflix doesn’t have a large catalog of storied characters like Mickey Mouse, Woody from “Toy Story” and Elsa from “Frozen.” Also, Netflix’s most popular shows tend to be more adult-centric, and thus less obviously useful for retailers targeting children than Disney’s cartoons and Universal’s ubiquitous Minions.
But the streamer says the popularity of its adult-oriented programming is an advantage, because its viewers have disposable income and are willing to spend.
Netflix has a global audience of hundreds of millions of people, and its most popular shows have spurred shopping trends on their own. Fans have bought tracksuits to dress as “Squid Game” characters for Halloween or chess sets due to the fandom around “The Queen’s Gambit.”
Characters wear green tracksuits in Season 2 of “Squid Game.”
(No Ju-han / Netflix)
“We’ve earned a little bit of goodwill to place bets on newer movies and TV shows, just because the fandom can catch up pretty quickly,” Simon said.
Retailers have already seen success with Netflix-related products. Bath & Body Works sold “Bridgerton”-themed fragrance collections such as “Diamond of the Season” starting in March, with lotions, soaps and candles. Over the launch period, the “Bridgerton”-themed products represented 4% of Bath & Body Works’ U.S. store sales, the retailer said.
The brands fit really well together, and the “Bridgerton” products brought in new shoppers, said Betsy Schumacher, the retailer’s chief merchandising officer.
“It had this immediate attraction to our customers and drove traffic and excitement in our stores,” she said.
“Bridgerton” was one of the shows touted at a meeting with brands last month. There are “Bridgerton”-inspired wedding dresses, $70 teapots at Williams Sonoma and $65 dog jackets.
“We’ve done a lot, but we won’t pause here,” Elena Vrska, who works in consumer products marketing at Netflix, said during a presentation.
“Squid Game” Season 2 represents a major opportunity for Netflix and its brand partners. The first season was the most watched Netflix show ever, with more than 330 million views to date. This month, Netflix will launch marketing campaigns showcasing the iconic green tracksuits from “Squid Game,” including a 4.56K run (a reference to Player 456, the show’s main character) during the “Squid Game” season 2 premiere in Los Angeles next week.
“We are expecting to sweep the world with green tracksuits,” Joyce Salaver, who works in brand strategy in consumer products for Netflix, said in a presentation to brands last month. “We will create a massive cultural moment that only Netflix can do.”
Netflix’s deals with brands can vary. The streamer in some cases receives a licensing fee or a percentage of sales with minimum revenue guarantees.
Bath & Body Works’ Danbury shortbread “Bridgerton” collection.
(Netflix)
Larry Vincent, a USC Marshall School of Business marketing professor, said the licensees take on more risk generally than licensors such as Netflix.
“The real benefit of it is the exposure and the marketing value of more consumers and audiences aware that a program is active right now,” Vincent said. “You can think of these licensed merchandise extensions as just another marketing execution.”
In addition to working with brands, Netflix has its own in-house product development and creative teams that help with the products.
Matt Owens, co-showrunner and an executive producer of Netflix’s “One Piece,” said that when he was a kid, having action figures of movies and TV shows inspired him to reenact scenes and make up his own stories, which is how he started as a storyteller. Now, he’s working with Netflix on merch for his own live action series, based on the popular coming-of-age manga. One of the ideas he was involved with was “One Piece” trading cards based on the live action series that could be used in the “One Piece” card game. Owens said he has talked with brands regarding potential merchandise for Season 2 of the show but declined to name them.
Merch is “like a badge of honor” for fans, Owens said.
“It’s the same thing as wearing a jersey of a sports team,” Owens said. “It just adds that feeling that there are other fans all over the place.”
Business
California’s jet fuel stockpile hits two-year low as war strangles oil supplies
As the war in Iran strangles the flow of oil around the globe, California’s jet fuel reservoirs are running low.
The state — which refines much of its own fuel in El Segundo and elsewhere but still relies on crude oil imports — has seen its jet fuel stock decline by more than 25% from last year’s peak to a level not seen since 2023, according to data from the California Energy Commission.
The supply is shrinking as a global shortage is already affecting travelers’ summer plans with canceled flights and higher fares. It could even affect plans for people coming to Los Angeles for the 2026 World Cup, which starts in June, said Mike Duignan, a hospitality expert and professor at Paris 1 Panthéon-Sorbonne University.
“People don’t know exactly how this is going to escalate,” he said. “There’s a huge black cloud over the sea for the World Cup and the travel slump that we’re seeing is all linked to this oil shortage.”
As fuel supplies shrink, flight prices are rising. Airlines are adding baggage surcharges to cover fuel costs. Several routes leaving from smaller California hubs, including Sacramento and Burbank, have already been canceled.
Air Canada has suspended flights for this summer, cutting routes from JFK to Toronto and Montreal.
“Jet fuel prices have doubled since the start of the Iran conflict, affecting some lower profitability routes and flights which now are no longer economically feasible,” the airline said in a statement last week.
Europe had just more than a month’s supply of jet fuel left last week, the International Energy Agency said. In an effort to cut costs, the German airline Lufthansa slashed 20,000 flights from its summer schedule this week.
Without a fresh oil supply flowing through the Strait of Hormuz, the situation is unlikely to improve, experts said. The oil reserves countries and companies have in storage are helping fill shortfalls, but the squeezed supply chain could still wreak economic havoc.
“When there’s a shortage somewhere, everything is affected,” said Alan Fyall, an associate dean of the University of Central Florida Rosen College of Hospitality Management. “Airlines are being cautious, and I would say that is a very wise strategy at the moment.”
California’s jet fuel stock reached its lowest levels in two and a half years at 2.6 million barrels last week, down from a peak of more than 3.5 million barrels last year.
The California Energy Commission, which tracks fuel inventory, said the state’s current jet fuel stock is sill sufficient.
“Current production and inventory levels of jet fuel are within historical ranges,” a spokesperson said. “Although supply is tight, no structural deficit has emerged yet. The present tightness reflects short‑term global market stress. As long as refinery operations remain stable, California is positioned to meet regional jet fuel needs.”
Europe has been affected more directly because it relies on the Middle East for the vast majority of its crude oil and many refined products, experts said. California gets crude oil from the Middle East but also from Canada, Argentina and Guyana.
The state has the capacity to refine around 200,000 barrels of jet fuel per day, most of it from refineries in El Segundo and Richmond.
The amount of crude oil originating in the state has been declining since the early 2000s, as state regulations and drilling costs have led to more imports.
California has become particularly vulnerable to supply-chain shocks like the war in Iran, says Chevron, one of the companies that provides jet fuel in the state.
“The conflict in the Mideast Gulf has exposed the danger of California’s decision to offshore energy production,” said Ross Allen, a Chevron spokesperson. “Taxes, red tape and burdensome regulations cost the state nearly 18% of its refinery capacity in just the past year, and we urge policymakers to protect the remaining manufacturing capacity.”
In 2025, 61% of crude oil supply to California’s refineries came from foreign sources, according to the California Energy Commission. Around 23% came from inside the state, down from 35% five years ago.
The state’s refining capacity has also been declining, said Jesus David, senior vice president of Energy at IIR Energy. The West Coast region’s refining capacity has decreased from 2.9 million to 2.3 million barrels a day since 2019, he said.
“California’s had issues prior to the war,” David said. “Nothing new has been built over the past 30 years, and California has closed a lot of capacity.”
The result is higher prices for both gasoline and jet fuel in the state. Jet fuel at LAX costs close to $15 per gallon this week, compared with almost $10 at Denver International Airport and $11 at Newark International Airport.
Gasoline prices have also been hit hard by the global conflict. Average gas prices in California are close to $6 a gallon, around $2 higher than the national average.
The West Coast is a “fuel island” because it’s not connected by pipelines to the rest of the country, United Airlines chief executive Scott Kirby said in an interview last month. That means oil and refined products have to be brought in by ships.
“Fuel price is more susceptible to supply weakness on the West Coast than anywhere else in the country,” Kirby said.
Some airlines might not survive the turmoil if oil prices don’t level out soon, he said. Spirit Airlines, a budget carrier based in Florida, is reportedly facing imminent liquidation if it isn’t bailed out by the Trump administration.
Business
Nike to Cut 1,400 Jobs as Part of Its Turnaround Plan
Nike is cutting about 1,400 jobs in its operations division, mostly from its technology department, the company said Thursday.
In a note to employees, Venkatesh Alagirisamy, the chief operating officer of Nike, said that management was nearly done reorganizing the business for its turnaround plan, and that the goal was to operate with “more speed, simplicity and precision.”
“This is not a new direction,” Mr. Alagirisamy told employees. “It is the next phase of the work already underway.”
Nike, the world’s largest sportswear company, is trying to recover after missteps led to a prolonged sales slump, in which the brand leaned into lifestyle products and away from performance shoes and apparel. Elliott Hill, the chief executive, has worked to realign the company around sports and speed up product development to create more breakthrough innovations.
In March, Nike told investors that it expected sales to fall this year, with growth in North America offset by poor performance in Asia, where the brand is struggling to rejuvenate sales in China. Executives said at the time that more volatility brought on by the war in the Middle East and rising oil prices might continue to affect its business.
The reorganization has involved cuts across many parts of the organization, including at its headquarters in Beaverton, Ore. Nike slashed some corporate staff last year and eliminated nearly 800 jobs at distribution centers in January.
“You never want to have to go through any sort of layoffs, but to re-center the company, we’re doing some of that,” Mr. Hill said in an interview earlier this year.
Mr. Alagirisamy told employees that Nike was reshaping its technology team and centering employees at its headquarters and a tech center in Bengaluru, India. The layoffs will affect workers across North America, Europe and Asia.
The cuts will also affect staffing in Nike’s factories for Air, the company’s proprietary cushioning system. Employees who work on the supply chain for raw materials will also experience changes as staff is integrated into footwear and apparel teams.
Nike’s Converse brand, which has struggled for years to revive sales, will move some of its engineering resources closer to the factories they support, the company said.
Mr. Alagirisamy said the moves were necessary to optimize Nike’s supply chain, deploy technology faster and bolster relationships with suppliers.
Business
Senate committee kills bill mandating insurance coverage for wildfire safe homes
A bill that would have required insurers to offer coverage to homeowners who take steps to reduce wildfire risk on their property died in the Legislature.
The Senate Insurance Committee on Monday voted down the measure, SB 1076, one of the most ambitious bills spurred by the devastating January 2025 wildfires.
The vote came despite fire victims and others rallying at the state Capitol in support of the measure, authored by state Sen. Sasha Renée Pérez (D-Pasadena), whose district includes the Eaton fire zone.
The Insurance Coverage for Fire-Safe Homes Act originally would have required insurers to offer and renew coverage for any home that meets wildfire-safety standards adopted by the insurance commissioner starting Jan. 1, 2028.
It also threatened insurers with a five-year ban from the sale of home or auto insurance if they did not comply, though it allowed for exceptions.
However, faced with strong opposition from the insurance industry, Pérez had agreed to amend the bill so it would have established community-wide pilot projects across the state to better understand the most effective way to limit property and insurance losses from wildfires.
Insurers would have had to offer four years of coverage to homeowners in successful pilot projects.
Denni Ritter, a vice president of the American Property Casualty Insurance Assn., told the committee that her trade group opposed the bill.
“While we appreciate the intent behind those conversations, those concepts do not remove our opposition, because they retain the same core flaw — substituting underwriting judgment and solvency safeguards with a statutory mandate to accept risk,” she said.
In voting against the bill Sen. Laura Richardson, (D-San Pedro), said: “Last I heard, in the United States, we don’t require any company to do anything. That’s the difference between capitalism and communism, frankly.”
The remarks against the measure prompted committee Chair Sen. Steve Padilla, (D-Chula Vista), to chastise committee members in opposition.
“I’m a little perturbed, and I’m a little disappointed, because you have someone who is trying to work with industry, who is trying to get facts and data,” he said.
Monday’s vote was the fourth time a bill that would have required insurers to offer coverage to so-called “fire hardened” homes failed in the Legislature since 2020, according to an analysis by insurance committee staff.
Fire hardening includes measures such as cutting back brush, installing fire resistant roofs and closing eaves to resist fire embers.
Pérez’s legislation was thought to have a better chance of passage because it followed the most catastrophic wildfires in U.S. history, which damaged or destroyed more than 18,000 structures and killed 31 people.
The bill was co-sponsored by the Los Angeles advocacy group Consumer Watchdog and Every Fire Survivor’s Network, a community group founded in Altadena after the fires formerly called the Eaton Fire Survivors Network.
But it also had broad support from groups such as the California Apartment Association, the California Nurses Association and California Environmental Voters.
Leading up to the fires, many insurers, citing heightened fire risk, had dropped policyholders in fire-prone neighorhoods. That forced them onto the California FAIR Plan, the state’s insurer of last resort, which offers limited but costly policies.
A Times analysis found that that in the Palisades and Eaton fire zones, the FAIR Plan’s rolls from 2020 to 2024 nearly doubled from 14,272 to 28,440. Mandating coverage has been seen as a way of reducing FAIR Plan enrollment.
“I’m disappointed this bill died in committee. Fire survivors deserved better,” Pérez said in a statement .
Also failing Monday in the committee was SB 982, a bill authored by Sen. Scott Wiener, (D-San Francisco). It would have authorized California’s attorney general to sue fossil fuel companies to recover losses from climate-induced disasters. It was opposed by the oil and gas industry.
Passing the committee were two other Pérez bills. SB 877 requires insurers to provide more transparency in the claims process. SB 878 imposes a penalty on insurers who don’t make claims payments on time.
Another bill, SB 1301, authored by insurance commissioner candidate Sen. Ben Allen, (D-Pacific Palisades), also passed. It protects policyholders from unexplained and abrupt policy non-renewals.
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