As an avid gamer and fantasy fan, I wasn’t surprised when the word “lore” recently emerged back in the zeitgeist. But I realized its all-encompassing impact when Olympic runner Noah Lyles made headlines for pulling out a Yu-Gi-Oh! card after reaching the finish line. The flash of the Blue-Eyes White Dragon card connected him with a huge audience that identified its meaning and knew only a person with a deep understanding of the beloved franchise would show such a card at the end of a race. Lyles was able to catapult himself wielding another brand’s lore, but also infused it with his own; now, even non-sports fans like myself will likely be tuning in to see what card he pulls out next.

In this seemingly niche act, Lyles represents a great swing back to authenticity, and even exclusivity, when it comes to sharing oneself with the world—and brands should take notice. In 2024, a brand’s lore is a club, where only those with the knowledge and understanding find a connection to one another and have access to enter—access that inevitably becomes coveted.

Just ask Taylor Swift, who has built a billion-dollar business by betting that her fans will be as invested in following her lore as her music. Those understanding her lore are rewarded in new, often intangible ways, like being in the know or having a greater perspective of the work than the wider public.

Jonathan Anderson’s I TOLD YA shirt, first seen in the movie Challengers, was labeled the T-shirt of the summer—but not everyone knew what the three words meant. It references the Kennedys, the themes at hand in the movie, and arguably Anderson and LOEWE’s brand as a whole, one that is known for intersecting traditional and modern influences and pop culture. At the end of the day, it got me and many others Googling, proving that lore is not just a singular story or symbol, but also the “why” in the greater context of a brand’s world. Tapping into or building upon this continuous story will undoubtedly make a more meaningful impression on consumers.

The key is always authenticity. Like Lyles, McDonald’s capitalized on anime lore for their February “WcDonald’s” capsule. The fictionalized representation of the fast food chain that has popped up in anime since the 1980s was seen on sauces, packaging and new original content. To most, taking a chance on this niche storyline might be considered a risk, but in zeroing in on a beloved, almost inside joke within a community, they put their audience first—to great applause.