At CreatorFest 2026, line-ups stretched around the room for one of the day’s most candid workshops: Sh*t! We Got It Wrong. Creator Marketing's Biggest Fails & Fixes. Hosted by George Sullivan, Founder of sneaker and streetwear destination The Sole Supplier, the workshop brought together brands and creators to dissect what goes wrong in partnerships, how to fix it, and how to navigate the seismic shift of AI.
Sullivan sat down with me to reflect on his key takeaways, his decade-long journey as a founder, and the hidden traps awaiting brands in an AI-driven ecosystem.
