Elon Musk tries to break up with Twitter, Birkenstock tells the human foot ‘it’s your time to shine’ and TikTok tests a dedicated shop feed that lets you shop till you tiktok.

Elon Musk tries to break up with Twitter, Birkenstock tells the human foot ‘it’s your time to shine’ and TikTok tests a dedicated shop feed that lets you shop till you tiktok.

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Elon Musk backs out of his Twitter takeover

Elon Musk has pulled the plug on his Twitter takeover, accusing the platform of sending the agreement down the drain. Musk filed a motion with the SEC on Friday to terminate the $44 billion deal, citing Twitter’s failure to observe the terms of the agreement as the cause. “Twitter appears to have made false and misleading representations upon which Mr. Musk relied when entering into the Merger Agreement… and has not complied with its contractual obligations,” the letter states. The breakdown in communication began after Musk asked Twitter to provide his team with data to make an accurate true assessment of the number of fake accounts on the platform, giving him due cause to terminate the deal. “Sometimes Twitter has ignored Mr. Musk’s requests, sometimes it has rejected them for reasons that appear to be unjustified, and sometimes it has claimed to comply while giving incomplete information,” it writes - which is legal terms for ENOUGH IS ENOUGH. Except it’s not, because the show isn’t over until the bluebird sings. Twitter’s chairman, Bret Taylor, has said that the board plans to pursue legal action to enforce the merger agreement, tweeting that “The Twitter Board is committed to closing the transaction on the price and terms agreed upon with Mr. Musk.’ And so it begins.

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Birkenstock | Ugly For A Reason

Birkenstock has launched its first global brand campaign. ‘Ugly For A Reason’ will run as a three-party video documentary, exploring the evolution of the foot, the importance of foot health and the role footwear plays to maintain it, including why healthy shoes look exactly the way they do.’ In other words, ugly. “Foot health is at the heart of everything we do at Birkenstock. This campaign has been developed to inform consumers about the marvel of the foot. The evolution of mankind is deeply grounded on the development of our feet and we want to address the role of proper footwear for our health,” said Oliver Reichert, CEO of the Birkenstock Group. The purpose driven campaign will follow the tradition of the lectures in which Konrad Birkenstock educated people in the 1920s about the importance of footwear for healthy feet and look at the role feet play in evolution, how feet made us human and how to fix the future of foot health. It will run for four months, premiering on July 1st, and will air across the brand’s owned channels as well as the New York Times.

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TikTok tests dedicated Shop Feed tab

TikTok is testing a dedicated ‘Shop Feed' tab that lets users browse and purchase products. The new feed is designed to act as a hub for products being sold in the TikTok shop, where merchants are able to showcase and sell their creations  directly on the platform. The feature, which is currently being tested in Indonesia, will include a search bar, along with different shopping categories such as beauty, electronics, accessories, bedding and more. The tab will also include an orders page to help users keep track of their orders, shipments and returns. “We are always looking at ways to enhance our community’s experience and regularly test new features that inspire creativity, bring joy and innovate the TikTok experience. We’re excited to experiment with new commerce opportunities that enable our community to discover and engage with what they love,” said a spokesperson for TikTok. The testing of the Shop tab comes as TikTok has been expanding its investment in e-commerce over the past year, adding new features such as TikTok shopping in partnership with Shopify and LIVE shopping, which allows brands to connect with users in real time and share links to products while the content is streaming live.

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