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Trends Subcategories Sports & Recreation

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Democratization of Tennis
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Fashion
    • Lifestyle
    • Sports
    • Culture
    • Health & Wellness

    Tennis is shedding its elitist image and becoming more accessible and diverse, driven by changing demographics and a focus on health and wellness.

    House Captain: StratTape Vol. 2
    Democratization of Tennis
    Tennis is shedding its elitist image and becoming more accessible and diverse, driven by changing demographics and a focus on health and wellness.
    Impact Areas Fashion, Lifestyle, Sports
    Themes Experiences Over Material Goods, The Power of Community and Connection, Values-Driven Consumption
    Categories Culture, Health & Wellness
  • Elevated Athleisure
    • Experiences Over Material Goods
    • Values-Driven Consumption
    • Fashion
    • Retail
    • Travel
    • Consumer Attitudes
    • Culture
    • Travel & Tourism

    Athleisure is becoming more polished and travel-ready, combining comfort with stylish elements like hybrid pants, bomber jackets, and performance sneakers.

    Stitchfix: 2025 style forecast
    Elevated Athleisure
    Athleisure is becoming more polished and travel-ready, combining comfort with stylish elements like hybrid pants, bomber jackets, and performance sneakers.
    Impact Areas Fashion, Retail, Travel
    Themes Experiences Over Material Goods, Values-Driven Consumption
    Categories Consumer Attitudes, Culture, Travel & Tourism
  • Fandom-Focused Marketing
    • Authenticity and Transparency Reign Supreme
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Brand Loyalty
    • Community Building
    • Targeted Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Entertainment

    Brands are tapping into the power of fandom by targeting highly engaged fan communities, particularly in sports and music, to drive deeper connections and loyalty.

    Audacy: Share of audio trends
    Fandom-Focused Marketing
    Brands are tapping into the power of fandom by targeting highly engaged fan communities, particularly in sports and music, to drive deeper connections and loyalty.
    Impact Areas Brand Loyalty, Community Building, Targeted Marketing
    Themes Authenticity and Transparency Reign Supreme, Experiences Over Material Goods, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Entertainment
  • Grassroots Football Resilience
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Community Building
    • social justice
    • Sports
    • Business & Commerce
    • Culture

    Grassroots football, particularly among female-identifying and non-binary teams, is demonstrating resilience and rewriting the rules of the game, despite facing funding challenges and systemic inequities.

    House Captain: StratTape Vol. 2
    Grassroots Football Resilience
    Grassroots football, particularly among female-identifying and non-binary teams, is demonstrating resilience and rewriting the rules of the game, despite facing funding challenges and systemic inequities.
    Impact Areas Community Building, social justice, Sports
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Business & Commerce, Culture
  • Live Events Experience Enhancement
    • Experiences Over Material Goods
    • The Blurring of Physical and Digital Realities
    • The Power of Community and Connection
    • Exhibitions
    • Live Events
    • Music
    • Sports
    • Business & Commerce
    • Entertainment

    Consumer demand for live events and experiences is growing, driving investment in new venues and technologies.

    Activate Consulting: Technology and media...
    Live Events Experience Enhancement
    Consumer demand for live events and experiences is growing, driving investment in new venues and technologies.
    Impact Areas Exhibitions, Live Events, Music, Sports
    Themes Experiences Over Material Goods, The Blurring of Physical and Digital Realities, The Power of Community and Connection
    Categories Business & Commerce, Entertainment
  • Nostalgia Drives Time Travel
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Entertainment
    • Food & Beverage
    • Hospitality
    • Consumer Attitudes
    • Culture
    • Travel & Tourism

    Travelers are increasingly seeking experiences that evoke nostalgic memories, recreating childhood trips and engaging with throwback entertainment.

    Hilton: 2025 trends report
    Nostalgia Drives Time Travel
    Travelers are increasingly seeking experiences that evoke nostalgic memories, recreating childhood trips and engaging with throwback entertainment.
    Impact Areas Entertainment, Food & Beverage, Hospitality
    Themes Experiences Over Material Goods, The Power of Community and Connection
    Categories Consumer Attitudes, Culture, Travel & Tourism
  • Overcoming Barriers in Fitness
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Age and fitness
    • Fitness accessibility
    • Gender equality in sports
    • Culture
    • Health & Wellness

    Despite facing barriers, women and older athletes demonstrated resilience and achieved significant results in 2024.

    Strava: Year in Sport the...
    Overcoming Barriers in Fitness
    Despite facing barriers, women and older athletes demonstrated resilience and achieved significant results in 2024.
    Impact Areas Age and fitness, Fitness accessibility, Gender equality in sports
    Themes The Power of Community and Connection, Values-Driven Consumption
    Categories Culture, Health & Wellness
  • Overcoming Fitness Barriers
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Age and fitness
    • Fitness accessibility
    • Gender equality in sports
    • Culture
    • Health & Wellness

    Despite persistent barriers, women and older athletes demonstrate resilience and achieve significant progress in their fitness journeys.

    Strava: Year in Sport the...
    Overcoming Fitness Barriers
    Despite persistent barriers, women and older athletes demonstrate resilience and achieve significant progress in their fitness journeys.
    Impact Areas Age and fitness, Fitness accessibility, Gender equality in sports
    Themes The Power of Community and Connection, Values-Driven Consumption
    Categories Culture, Health & Wellness
  • Run Clubs as Social Hubs
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • brand activations
    • Community Building
    • fitness
    • Consumer Attitudes
    • Culture
    • Lifestyle

    Run clubs are evolving into essential social hubs, offering a sense of community, networking opportunities, and a way to combat loneliness, particularly for Millennials and Gen Z.

    House Captain: StratTape Vol. 2
    Run Clubs as Social Hubs
    Run clubs are evolving into essential social hubs, offering a sense of community, networking opportunities, and a way to combat loneliness, particularly for Millennials and…
    Impact Areas brand activations, Community Building, fitness
    Themes Experiences Over Material Goods, The Power of Community and Connection
    Categories Consumer Attitudes, Culture, Lifestyle
  • Social Fitness and Community
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Community Building
    • Fitness Industry
    • Social Networking
    • Consumer Attitudes
    • Culture
    • Health & Wellness

    People are increasingly using fitness activities to build social connections and community, driving growth in group workouts and fitness clubs.

    Strava: Year in Sport the...
    Social Fitness and Community
    People are increasingly using fitness activities to build social connections and community, driving growth in group workouts and fitness clubs.
    Impact Areas Community Building, Fitness Industry, Social Networking
    Themes Experiences Over Material Goods, The Power of Community and Connection
    Categories Consumer Attitudes, Culture, Health & Wellness
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