---
title: "SpaceX Tourists Charting New Frontiers in Product Placement"
description: "The final frontier is, apparently, the new site of marketing as space tourism companies partner with brands."
date: "2023-05-22"
modified: "2023-05-22"
authors:
  - name: "Noor Al-Sibai"
    job_title: "Senior Staff Writer"
    link: "https://futurism.com/authors/nooralsibai"
url: "https://futurism.com/the-byte/spacex-tourists-product-placement"
categories:
  - "Space"
  - "SpaceX"
tags:
  - "axiom space"
  - "space tourism"
  - "SpaceX"
  - "the digest"
---

# SpaceX Tourists Charting New Frontiers in Product Placement

![The final frontier is, apparently, the new site of marketing as space tourism companies partner with brands.](<https://futurism.com/wp-content/uploads/2023/05/spacex-tourists-product-placement.jpg>)
*Near Space photography - 20km above ground / real photo \<em\>Image: Axiom Space\</em\>*

## Brand-A-Bear

The final frontier is, apparently, the new site of brand marketing — or at least, that's the message sent by a couple of new and very "huh!"-worthy partnerships between space tourism companies and consumer brands.

Axiom Space — you know, the [first private company](<https://futurism.com/the-byte/first-private-mission-space-station-crew>) to send a private crew of rich folks to the [International Space Station](<https://futurism.com/the-byte/spacex-ax-1-crew-iss>) — has, [per a press release](<https://www.axiomspace.com/news/meet-gigi>), sent a custom, dripped-out Build-a-Bear Workshop teddy up into orbit as a "zero-gravity indicator."

The bear, named "GiGi," has become the "fifth crew member" of Ax-2, [Axiom's second private space tourism mission](<https://futurism.com/the-byte/tourists-swoop-into-international-space-station>) that over the weekend launched four lucky fliers to the International Space Station aboard a SpaceX Falcon 9 rocket.

"GiGi going to space continues the tradition of having a zero-gravity indicator inside the spacecraft to provide a visual indicator when the spacecraft has reached the weightlessness of microgravity," reads the release.

Along with being a branded reminder to "children around the world to learn about space and consider careers in science, technology, engineering, the arts, and mathematics (STEAM)," GiGi the bear is also, the release notes, wearing a miniature version of Axiom's new [sci-fi-inspired spacesuit](<https://futurism.com/the-byte/nasa-axiom-space-spacesuit-rental>) that [NASA is renting from the company for a pretty penny](<https://futurism.com/the-byte/nasas-moon-spacesuits-expensive>).

## Pen Spaceland

While the well-dressed teddy is no doubt the star of Axiom's latest brand partnerships, it's not the only one on this latest mission.

In a [video released last week](<https://youtu.be/O31FrsrKeUc>), ex-NASA astronaut and current Axiom mission leader Peggy Whitson announced that she and her three civilian crew members on Ax-2 would be using special Fisher brand space pens that were invented specifically for microgravity environments.

"I am excited about the idea that we're continuing the legacy of taking Fisher pens to space," Whitson, who [holds records](<http://www.collectspace.com/news/news-061518b-peggy-whitson-nasa-retires.html>) for the most days on the space station for any American and any woman at a whopping 665 days, said in the company's promo video. "It's really been a very long history \[for\] these space pens. I'm looking forward to using them again."

Fisher pens have, of course, been a [staple of space travel](<https://history.nasa.gov/spacepen.html#:~:text=Fisher%20developed%20his%20space%20pen,was%20hesitant%20in%20its%20approach.>) for more than half a century, but the Axiom brand partnership signals that the consumer space tourism company is taking advertising to a place far, far away — the ISS.

**More on space tourism:** [*Tourism Company Offering Zero-G Concerts*](<https://futurism.com/the-byte/company-zero-gravity-concerts>)

## Author
At Futurism, I've often been drawn to unpacking the narratives that underlie technological, scientific and medical progress, with a special interest in areas of conflict and ambiguity that end up setting agendas and steering the fates of both elites and the hoi polloi. I'm a committed generalist, but I often find myself returning to work involving NASA and the private space sector, the effects of AI on media and society, and the mechanics of the pharmaceutical industry, with a specific focus on the spread of GLP-1 drugs like Ozempic and Wegovy. Prior to Futurism, I worked for publications ranging from Media Matters and Truthdig to Raw Story and Bustle. I'm also the author of "Myspace Scene Queens," a 2024 title in Instar Books' acclaimed "Remember the Internet" series. My work at Futurism has been cited by outlets including the New Yorker, Slate, Nieman Lab, the Verge, the MIT Technology Review, the Sunday Times, and the Daily Beast. I grew up in North Carolina, attended the University of North Carolina at Asheville, and now live in Brooklyn, New York. In my free time, I'm an avid reader and music fan; you can probably find me at a local poetry reading, concert, underground rave, or DJ set. I'm the proud parent of an ineffable orange cat named Mee-Mow.

### Author social links  
[Bluesky](<https://bsky.app/profile/noorfromfuturism.bsky.social>)