Higgsfield spends $80,000 to outbid all sponsors of a HYROX race, two fight back
marclou · x · 2026-09-10
AI creative suite company Higgsfield spent $80,000 to outbid every sponsor of a HYROX race. Eight hours later, two sponsors counter-bid: @notgokgreen took the "right calves" slot for $4k, and another brand paid $8k for the "left quad." The auction runs for 19 more hours — a deliberately theatrical stunt that doubles as brand marketing.
Related event: Marc Lou Auctions His Body as Ad Space, Higgsfield Buys Big(9 posts)→
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