Issue 004 – Soft Revolution

How are brands and consumers embracing a 'softer' approach? First up, the NikeSKIMS launch announcement – a partnership set to blend Nike's powerhouse innovation with SKIMS’ distinctly feminine edge. Next, the evolution of ‘soft life’ and the value of being kind to yourself in an unkind world. Last, we unpack new research from the Night Time Industries Association, revealing young people are going out less – while evolving attitudes and preferences are quietly reshaping what a night out looks like.

Nike taps up Skims to improve foothold in women's activewear

In what could be regarded as the final boss of mega collabs, Nike and SKIMS are joining forces to launch the new brand, NikeSKIMS – focused on delivering innovative women’s performancewear. On the surface, it’s two major brands coming together in a tried-and-tested format; on a deeper level, it reflects a dynamic shift where traditional brand dominance is being challenged by the power of influencer culture, with Kim Kardashian representing the ultimate influencer.

Nike has been slower to catch the athleisure wave that brands like Lululemon, Alo Yoga, and Adanola have capitalised on. This collaboration is a strategic pivot, infusing Nike’s legacy with a fresh, athleisure sensibility that resonates with today’s consumer demand. Their recent Super Bowl commercial – centered on women athletes – also underscores a commitment to prioritising women's performance needs, an ethos that SKIMS reinforces, with Kim Kardashian commenting that the new brand will be “driven by an unwavering belief in the power of women.” It promises an exciting dynamic, with Nike harnessing SKIMS’ modern edge while SKIMS taps into Nike’s unparalleled production, science, and innovation – a compelling partnership poised to transform women’s activewear.

From crisis to comfort: how Gen Z are ‘softening’ their lives

The soft life concept swept the global online community, tapping into a desire to prioritise comfort in the face of life’s perpetual challenges. Now, young people are taking that sentiment (and the adjective) and applying it across multiple areas of their lives.

Originating in the Nigerian influencer community, 'soft life' emerged as a response to a worsening cost-of-living crisis – a deliberate move to embrace self-care, mindfulness, and calm amid mounting struggles. Co-opted globally, the term resonated with audiences searching for moments of enjoyment in an increasingly turbulent global climate. We’re now witnessing a continued ‘soft-ication’ in how young people spend their time, money, and energy. For example, soft hiking offers a gentler approach to getting outdoors, while cosy gaming emphasises slower-paced, non-violent, almost meditative experiences. The still rising popularity of hobby-based activities – knitting, crochet, and puzzles – underscores a shift toward a gentler form of escapism. For brands, this evolution presents an opportunity to craft innovative experiences, activations, and partnerships that foster moments of mindful enjoyment.

Young people can’t afford to go out, but they’re also redefining what a night out is

New research from the Night Time Industries Association reveals that young people are going out less than they did a year ago, with financial pressures emerging as a key factor. The impact of the economy on young people's nights out isn’t shocking – given the constant barrage of news about rising prices and financial instability – but it remains a disheartening sign of how lifestyles are being reshaped in today’s socioeconomic climate. While the soft life can be seen as a positive, conscious reaction, being priced out of traditional nightlife is an unavoidable impact.

It’s not all bleak. One aspect the research doesn’t capture is the evolving definition of a night out. Increasing sober curiosity among Gen Z, the growing popularity of food-based socialising, and the pursuit of alternative, interest-driven experiences are all broadening what it means to ‘go out’. Brands can be part of this, building community and curating intimate, unexpected moments that allow young people to get out and socialise without conforming to any single notion of ‘nightlife’.

Get Back to School

A reminder: our podcast, Back2Skool, is your go-to for conversations with industry heavyweights like marketing legend Nadia Kokni, cultural connoisseur King ADZ, and futurist Will Higham. Designed to educate marketers on all things youth culture, it’s a deep dive into the trends, behaviours, and shifts shaping the industry – and why they matter. This year, we’re excited to explore topics just like the ones in this newsletter – and hope you’ll lock in. Got ideas or people you’d love us to feature? Hit us up – we’d love to hear from you.

To culturally charge your brand and gain a nuanced understanding of your strategic target, hit us up – there’s nobody nerdier about youth culture than Nerds Collective.