{
  "id": 6770889,
  "title": "The Frayed Edge: How to Take Sustainability Marketing Viral",
  "url": "https://urgent.news/2026/09/11/the-frayed-edge-how-to-take-sustainability-marketing-viral",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-11T15:00:00.000Z",
  "source": {
    "name": "Business of Fashion",
    "slug": "business-of-fashion",
    "url": "https://www.businessoffashion.com/briefings/sustainability/the-frayed-edge-how-to-take-sustainability-marketing-viral/"
  },
  "original_language": "en",
  "account": null,
  "summary": "Outerwear brand Arc’teryx piggybacked off a recent episode of the viral video series ‘Subway Takes’ to promote its latest circular design.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}