Get the latest market trends in your inbox

Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Denver news in your inbox

Catch up on the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Des Moines news in your inbox

Catch up on the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Minneapolis-St. Paul news in your inbox

Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tampa-St. Petersburg news in your inbox

Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Aïda Amer/Axios

Fashion, food and media brands are using the buzz around the space industry to market their products, shaping the way people on Earth understand and interact with the extraterrestrial sphere for years to come.

What's happening: Last week, Virgin Galactic announced a partnership with Under Armour to produce a line of spacewear to be worn on the company's suborbital flights to the edge of space.

  • It's the latest in a series of brand partnerships Virgin Galactic has penned in recent years, defining itself as a luxury space brand in the process.
  • Budweiser wants to become the first beer brewed on Mars and has sent beer-brewing experiments to the International Space Station.
  • Israel's Aleph Farms just announced that it grew meat on the Russian side of the station.
  • Astrobotic — a company aiming to land a robotic spacecraft on the Moon — has a deal with DHL to allow the mail company to manage logistics of lunar deliveries for the commercial spaceflight company and its customers.

The backdrop: Historically, NASA has not taken part in marketing activities for commercial products.

  • As the only U.S. game in space for years, those prohibitions naturally limited how much advertising made it to orbit.
  • But today, companies like SpaceX, Blue Origin, Rocket Lab and others don't have those restrictions.

The catch: The idea that the night sky and space in general could be polluted by advertisements and marketing campaigns doesn't sit well with some.

  • Rocket Lab's Humanity Star — a satellite designed to be visible to the naked eye as a piece of art — received major criticism from astronomers for its frivolous nature.
  • Pepsi also received negative attention when it was reported that its Russian subsidiary was looking into the idea of buying a billboard in space that would have been visible in the night sky. (A U.S. law prohibits the launch of any ad that could be seen from space with the naked eye.)
  • Brands should make sure their space marketing and advertising feels authentic, Brian Talbot, the founder of Adaptive Consulting, told Axios.

Yes, but: Some experts think advertising and branding in space could give the industry and space science a boost in prominence and power.

  • "We lose a great deal of the population when we treat science or space as some kind of exquisite activity that can't be touched by popular culture or marketing," Mike Gold, a vice president at Maxar and member of the NASA Advisory Council, told Axios.

What's next: NASA's plans to turn over more operations on the space station to private entities will open up more opportunities for brands to conduct marketing activities.

Go deeper

Dan Primack, author of Pro Rata
1 hour ago - Technology

TikTok gets more time (again)

Illustration: Aïda Amer/Axios

The White House is again giving TikTok's Chinese parent company more to satisfy national security concerns, rather than initiating legal action, a source familiar with the situation tells Axios.

The state of play: China's ByteDance had until Friday to resolve issues raised by the Committee on Foreign Investment in the U.S. (CFIUS), which is chaired by Treasury secretary Steve Mnuchin. This was the company's third deadline, with CFIUS having provided two earlier extensions.

Federal judge orders Trump administration to restore DACA

DACA recipients and their supporters rally outside the U.S. Supreme Court on June 18. Photo: Drew Angerer via Getty

A federal judge on Friday ordered the Trump administration to fully restore the Deferred Action for Childhood Arrivals program, giving undocumented immigrants who arrived in the U.S. as children a chance to petition for protection from deportation.

Why it matters: DACA was implemented under former President Obama, but President Trump has sought to undo the program since taking office. Friday’s ruling will require Department of Homeland Security officers to begin accepting applications starting Monday and guarantee that work permits are valid for two years.

Updated 4 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Politics: Fauci says he accepted Biden's offer to be chief medical adviser "on the spot" — The recovery needs rocket fuel.
  2. Health: CDC: It's time for "universal face mask use" — Death rates rising across the country — Study: Increased testing can reduce transmission.
  3. Economy: U.S. economy adds 245,000 jobs in November as recovery slows — America's hidden depression: K-shaped recovery threatens Biden administration.
  4. Cities: Bay Area counties to enact stay-at-home order ahead of state mandate
  5. Vaccine: What vaccine trials still need to do.
  6. World: UN warns "2021 is literally going to be catastrophic"
  7. 🎧 Podcast: Former FDA chief Rob Califf on the vaccine approval process.