The people and brands who made a mark in 2025 weren’t just riding viral moments – they fundamentally shifted how we talk, think and behave.
This series celebrates who our experts believe shaped culture in 2025. Some will have been capturing attention for the first time – some may have broken through before and are breaking through again. Because cultural endurance isn’t just about arrival. It’s about reinvention, resilience and knowing when to make your move.
Today, Jess MacIntyre, our Brand Futures Director, picks a former England rugby star whose authentic cultural equity thrived on a wider stage in 2025.
Joe Marler
The Breakthrough Moment
Marler may have been known to England rugby fans prior to 2025, but it was his appearance on the BBC’s celebrity version of The Traitors, a show that drew 12 million viewers for the finale, that transformed him into a household name virtually overnight.
The Cultural Shift
Whilst Alan Carr was given the crown, you could argue the real winner of The Celebrity Traitors was Marler. His passion and humour – not to mention his penchant for sniffing out Traitors – allowed him to step onto arguably Britain’s biggest TV show and prove he can command mass appeal far beyond the pitch.
Why Joe Marler Matters
Breaking through with authenticity, not celebrity polish: Marler had a small but loyal fanbase built through his rugby career and as a candid advocate for mental health. The Traitors gave him a platform to reach millions – and his relatability, not his “star quality,” made him a breakthrough contestant.
Honesty as a differentiator: People didn’t know Marler well, which became his advantage. He didn’t rely on existing celebrity cache or lean into performative “strategy.” His genuine approach stood out amongst contestants playing to type.
Resilience under scrutiny: Marler’s personality and openness created opportunities that will extend well beyond one TV appearance. This is absolutely crucial for any brand or talent looking to build longevity in an attention economy.
The Endurance Play
Marler proved that mass appeal doesn’t require overnight fame – it requires showing up as yourself, consistently. His trajectory from niche sports figure to mainstream personality isn’t a fluke. It’s the result of years building authentic cultural equity that finally found its wider stage.