ICYMI*: The Future of Sports Fandom
The Future Laboratory
The Future Laboratory is a strategic foresight consultancy that inspires and future-proofs organisations.
When 酩悦·轩尼诗-路易·威登集团 announced its sponsorship of the Paris 2024 #Olympics, there was no doubt that this global event would offer much more than just sport. With Paris as the backdrop, fashion, luxury and lifestyle have been brought to the forefront of the competition like never before.?
From dressing athletes for the pre-Olympics party to designing national uniforms, brands have found innovative ways to engage with the world’s largest sporting event. This follows a shift, with collaborations between fashion and sport reaching new heights – a topic we explore further in our upcoming macrotrend report Game Changers: The Future of Sports Fandom. RSVP now to attend the webinar on 10 September.?
In our latest unlocked report available on LS:N Global, we curated the best-in-class fashion brand activations seen at the Paris 2024 Olympics – from JACQUEMUS and 耐克 to KITH and SKIMS .
Access our insights for free now: Five Fashion Activations Taking Olympic Gold.?
ICYMI* Curated
(By foresight analyst Simar Deol )
#WeSawItComing: Twisting Traditions
At the Paris 2024 Olympics, brands are creatively twisting traditions by merging their rich heritage with contemporary aesthetics, appealing to younger consumers’ antique obsession. LVMH’s bespoke trunks for Olympic torches honour its legacy while integrating luxury into sporting culture. Similarly, Kith’s archive-inspired collection and Mongolia’s uniforms designed by Michel & Amazonka reflect cultural pride and history, but with a modern flair.
Back in September 2023, our Luxury Recrafted macrotrend report forecast the rise of Twisting Traditions. We highlighted that brands use heritage not merely as a marketing tool, but as a way to connect with new generations in a culturally resonant manner.?
To access the full Luxury Recrafted macrotrend report, become a member now.?
Simar’s top five Need to Knows of the week
RSVP - Sports and Leisure Futures 2024–2025 Online Event
Sport is evolving beyond traditional boundaries, attracting a broader, more diverse audience. Regions and continents including the Middle East and Asia are becoming sports hubs, driven by investments in infrastructure and public health.?
Younger generations are reshaping sports culture, prioritising connection, enjoyment and accessibility over traditional values such as performance. With the rise of niche sports and collaborations with fashion, along with technology-driven fan experiences, sport now offers new avenues for community, achievement and personal fulfilment.?
Join us on 10 September for this members-only event as we unveil how sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom.?
The event will take place online from 2:00pm to 3:00pm BST. There will also be a live Q&A session hosted by our experts and?opportunities to network with other attendees.
If you are an LS:N Global member you can RSVP here.
LS:N Global is the trends intelligence platform from The Future Laboratory. With over two decades of experience, we work to help you be more prepared in an uncertain world. Arm yourself for tomorrow, today.