Jess Kimura & Nina Graf on Culture, Storytelling & the Future of Sport | CultureCast

What happens when sport, culture, and storytelling truly come together? Recorded at the LAAX Open 2026, this CultureCast fireside conversation brings together Jess Kimura and Nina Graf, General Manager of Sports at Zalando. In this open and thoughtful discussion, Jess and Nina explore: • Why storytelling and culture matter in sport and commerce • How brands can authentically support athletes and communities • The role of representation and progression in modern action sports • Building long-term impact beyond competition results • Why Zalando invests in culture, not just campaigns The conversation bridges two perspectives — an athlete driven by lived experience and a leader shaping the future of sports at a global brand — revealing how meaningful storytelling can create deeper connections between sport, culture, and people. CultureCast is Zalando’s long-form conversation series recorded at the LAAX Open 2026, exploring the intersection of sport, creativity, and community. Presented by Zalando --- Zalando is one of Europe's largest online shops: we have clothing, shoes, bags and accessories for the entire family, as well as a wide range of beauty, sportswear, sporting equipment and designer brands. Zalando brings you the latest fashion trends from top international brands with free delivery and free returns. www.zalando.com Follow us on Instagram: https://instagram.com/zalando Follow us on TikTok: @zalando