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AI Algorithm Identifies How City Structure Affects Health

AI Algorithm Identifies How City Structure Affects Health Is Your City Making You Fat? A machine-learning algorithm has been developed to estimate obesity levels in US cities without directly assessing the medical data of inhabitants. The researchers hope their findings can help future cities improve the health and wellbeing of their residents.

Consumer Lifestyle

IFA 2018: Personal Electronics

IFA 2018: Personal Electronics IFA 2018: Personal Electronics This year’s IFA fair saw brands put the consumer at the centre of design, with products exploring new ways to adapt to the individual and offering improved accuracy, safety and support. The mobile phone takes a backseat, with smart products stepping in to fulfil functionality and encourage minimal tech lifestyles. Meanwhile, add-ons upgrade existing products to unleash new commercial opportunity in the personal electronics sector.

IFA Berlin 2018

IFA Berlin 2018

IFA Berlin 2018 IFA Berlin 2018 Industry leaders and tech start-ups gathered at this year's IFA fair in Berlin to showcase the latest consumer electronics. Our reports spotlight the standout product launches – including bone-conducting audio devices, sensor-driven beauty tools and self-sufficient appliances – along with colour, material and finish innovations.

Adobe Uses Eye Tracking to Pioneer Infinite VR Experiences

Adobe Uses Eye Tracking to Pioneer Infinite VR Experiences Adobe Breaks the Boundaries of VR Adobe has pioneered a virtual reality (VR) system which tricks the brain into thinking the body is surrounded by infinite space.

Consumer Lifestyle

Science & Technology

Asia: Malls Repurpose Limbo Spaces as Family Activity Parks

Asia: Malls Repurpose Limbo Spaces as Family Activity Parks Playscapes: Malls Add Family Parks As experience-hungry millennials come of age and start having children themselves, shopping centres are evolving ever more thoroughly into leisure spots for families. Two in Asia have repurposed under-utilised space as in-store amusement parks – playfully combining entertainment and education.

Nike & Levi's Aim for Moonshots in Purpose-Driven Campaigns

Nike & Levi's Aim for Moonshots in Purpose-Driven Campaigns Putting Your Reputation on the Line Nike and Levi's launched groundbreaking campaigns this week, with both taking defiant stands on controversial issues. Prepared to put their reputations on the line, and unafraid to alienate parts of their fan base, both companies have set a benchmark for purpose-driven marketing in this hyper-polarised age.

Media & Marketing

Advertising & Branding

Youth Style Tribes 2019

Youth Style Tribes 2019 Youth Style Tribes 2019 From glam noughties nostalgia and preppy retro sports, to psychedelic skate and futuristic utilitarianism, Gen Z’s cultural and visual references are diverse and complex. We unwrap the looks, lifescapes, retail preferences, pin-up influencers and even playlists of the five youth style tribes you’ll need to know about in 2019 to better engage with this demographic.

Fashion Lifestyle

Youth Style Tribes: Suburban Sports

Youth Style Tribes: Suburban Sports Youth Style Tribes: Suburban Sports An ironic take on the lifescapes of global suburban youth – from the American mall to small towns in the North of England – inspires this update for our authentic sports-loving cohort. An unexpected sprinkling of smart preppy pieces further rings in the changes for 2019.

Fashion Lifestyle

Retail City Guide: London, September 2018

Retail City Guide: London, September 2018 Retail City Guide: London, Sept 18 London is in a creative mood this September, courtesy of the annual London Design Festival and a plethora of inspirational openings. Highlights include two smart travel accessories stores, a wellness beauty clinic, a lab-grown diamond store, and a fascinating retrospective of Italian architect Renzo Piano.

Retail City Guides

10 Wellbeing Trends to Watch

10 Wellbeing Trends to Watch 10 Wellbeing Trends to Watch Wellbeing as a concept is ever-changing – and today, it means so much more than just diets and strict fitness regimes. With consumers busting taboos and embracing broader definitions, there are new opportunities for brands to tap into this space. Here are 10 trends that will influence the future of wellbeing.

Consumer Lifestyle

Consumer Attitudes

The Outdoor Club Where Owners Can Socialise with Their Dogs

The Outdoor Club Where Owners Can Socialise with Their Dogs Now You Can Socialise with Your Dog BarkPark, an outdoor clubhouse where dog owners can socialise with their pets, will open in Nashville this September. Created by Bark, the company behind the BarkBox dog-treat subscription service, BarkPark combines a dog-friendly space with social activities for owners.

Consumer Lifestyle

The Sensory Opportunity: Lifestyle

The Sensory Opportunity: Lifestyle Sensory Lifestyle A new wave of consumers are chasing multisensory experiences that enhance their wellbeing, increase their sense of belonging, and offer an exhilarating escape from digital overload. We reveal how to exceed their expectations, whatever their needs may be.

Consumer Lifestyle

Consumer Attitudes

Nike Converts Church into Basketball Summer Camp

Nike Converts Church into Basketball Summer Camp Nike’s Holy Basketball Camp It’s a brand renowned for its boundary-breaking retail strategies – from members-only spaces to digital loyalty-boosting services and stores producing customised shoes within hours. Now, Nike has transformed a Chicago church into a pop-up summer basketball training camp.

Brand Experience

The Active Cruise Line Where Fitness Never Takes a Vacation

The Active Cruise Line Where Fitness Never Takes a Vacation Cruise for Active Lifestyles Launching in May 2019, new US cruise line Blue World Voyages is changing the vacation game. Targeting a more active clientele, the 350-guest luxury vessel is designed for people who don't necessarily want to spend their vacations lazing around – namely, millennials.

Food, Beverage & Hospitality

Google Goes Medical with Temperature-Tracking Earphones

Google Goes Medical with Temperature-Tracking Earphones Health-Tracking Earphones Seventy-five per cent of Americans think that technology is important to health management (Accenture, 2018). Google thinks so too, as it patented a pair of "In-Ear Health Monitoring" earphones in July. By using a reward system to encourage daily readings, Google hopes to tackle global health concerns, one wearer at a time.

Consumer Lifestyle

Science & Technology

This Mountain-Top Archive Pop-Up Draws Adventurous Spirits

This Mountain-Top Archive Pop-Up Draws Adventurous Spirits The North Face’s Remote Pop-Up American outerwear brand The North Face's latest pop-up store sat at an altitude of 2,100m in Val San Nicolò in the Italian Alps, and was reachable only by foot. Consumers had to complete a two-hour hike to get to the space, where they could view coveted one-off pieces.

Democratised Design: Putting Consumers in Control

Democratised Design: Putting Consumers in Control Custom Design: Consumers in Control No longer reserved for the luxury market, developments in data capturing, 3D printing, robotic manufacturing and artificial intelligence are bringing personalisation to the masses. Brands are becoming creative partners in the collaborative design process of products tailored to unique tastes, needs and lifestyles, while an on-demand approach offers innovation-driven sustainability.

Future of Sneaker Drops: Nike Digitises Queueing Ritual

Future of Sneaker Drops: Nike Digitises Queueing Ritual Nike: Digi-Queue for Sneakerheads Waiting in line for limited-edition sneakers is ingrained in sneakerhead culture. However, not every enthusiast is in the city of the drop, or has the time to physically queue. Nike Korea has tackled this challenge by transferring the ritual to the digital realm – making it a global happening.

Digital Commerce

Why Every Business Needs AI: Key Insights From CogX

Why Every Business Needs AI: Key Insights From CogX Why Every Business Needs AI "Artificial intelligence [AI] is a business opportunity, not a technology matter," said Akshaya Bhargava, executive chairman of investment insights firm Bridgeweave, at the CogX Festival in London (June 11-12). Speakers throughout the event were keen to prove him right, and highlight the need for every brand to be working with AI to supercharge their processes.

Media & Marketing

Digital Culture

Monetising Social Media 2018: 5 Trends to Watch

Monetising Social Media 2018: 5 Trends to Watch Monetising Social Media: 5 Trends Social media is an essential space for product inspiration and brand engagement, but it has yet to fulfil its potential as an all-purpose storefront, particularly in the West. Stylus highlights how brands are closing the gap between inspiration and action to drive sales on social forums.

Digital Commerce

Retro Reboot: Nostalgia's Role in Hospitality & Travel

Retro Reboot: Nostalgia's Role in Hospitality & Travel Retro Reboot Nostalgia can create deeper connections between consumers and the spaces and activities they participate in whilst travelling. Hospitality brands are looking back to the heydays of travel to inspire interior design and marketing campaigns, tapping into memories to revitalise iconic destinations that have fallen out of fashion.

Food, Beverage & Hospitality

Outdoor Lifestyle 2019: Product Inspiration

Outdoor Lifestyle 2019: Product Inspiration Outdoor 2019: Product Inspiration As explored in our Active Lives Macro Trend reporting, consumers are moving outside in search of exhilarating physical experiences. This presents a huge new commercial opportunity for brands to adapt outdoor product to the winter climate and capitalise on adventurous consumers all year round. Our A/W 19/20 Design Direction Essence highlights the mindset and aesthetics within these trends, guiding product that both encourages outdoor activity and honours the majesty of the natural world.

Intersport’s Tech-Led Beijing Store

Intersport’s Tech-Led Beijing Store Intersport’s Tech-Led Beijing Store Swiss sporting goods retailer Intersport has partnered with Chinese e-commerce giant Alibaba’s Tmall on a co-branded concept store in Beijing capturing online and offline shopping experiences.

Virgin Fitness Class Features CPR Training

Virgin Fitness Class Features CPR Training Fitness Class Features CPR Training Virgin Active has launched a new fitness class for its gym members in Thailand called CPRobic, which combines cardiopulmonary resuscitation (CPR) training with an intensive workout.

Consumer Lifestyle

Health & Wellness

Wristband Tracks Body Composition

Wristband Tracks Body Composition Wristband Tracks Body Composition US start-up Aura Devices has designed the Aura Band – a next-gen fitness tracker that can track users' body composition, as well as their activity and heart rate.

Consumer Lifestyle

Health & Wellness

Recess Launches Portable Active Beauty

Recess Launches Portable Active Beauty Recess: Portable Active Beauty New US personal care start-up Recess is tapping into demand for on-the-go beauty solutions in the active category by tackling a pet peeve among gym-goers: queuing up for showers.

Puma x MIT: Biodesign for Sports Products

Puma x MIT: Biodesign for Sports Products Biodesign for Sports Products A research project led by Puma and the MIT Design Lab in the US explores how biological design could be used to produce the next generation of sports apparel, footwear and wearables. It investigates how living materials such as algae or bacteria can respond in real time to enhance the performance of both products and athletes.

Colour & Materials

A Budding Opportunity

A Budding Opportunity A Budding Opportunity As legalisation sweeps across North America and beyond, cannabis is expected to become a $57bn opportunity over the next decade. Once demonised but increasingly becoming normalised, this powerful plant delivers a spectrum of effects with appeal across consumer demographics, attitudes and needs – and the potential for significant cross-industry impact.

Consumer Lifestyle

Consumer Attitudes

Elevate 2018: Future of Fitness

Elevate 2018: Future of Fitness Elevate 2018: Future of Fitness This year's Elevate 2018 (London, May 9-10) – a cross-sector event dedicated to exercise, health and performance – showcased the key products and services set to impact the fitness industry in the future. We reveal the highlights.

Consumer Lifestyle

Health & Wellness

BrewDog Launches Cycle Club

BrewDog Launches Cycle Club BrewDog Launches Cycle Club Scottish craft beer brand BrewDog has launched its own global cycle clubs through San Francisco-based fitness app Strava.

Food, Beverage & Hospitality

Food & Beverage

Retail Design Expo 2018: Slow Retail

Retail Design Expo 2018: Slow Retail Retail Design Expo '18: Slow Retail New retail and brand spaces are promoting a sense of wonder and exploration, drawing inspiration from exhibition design and showrooms. All this – and much more – was on the agenda at London’s Retail Design Expo (May 2-3). We sum up the highlights.

AR Urban Exploration Race

AR Urban Exploration Race AR Urban Exploration Race Asian sports events consultancy Exceed and Australian experiential agency Lightweave have organised District – an urban exploration race that combines augmented reality (AR) and location-based technologies.

Consumer Lifestyle

Red Bull Opens E-Sports Bar In London

Red Bull Opens E-Sports Bar In London Red Bull Opens London E-Sports Bar Red Bull has opened an underground e-sports bar and events space in east London, complete with the latest gaming technology.

Food, Beverage & Hospitality

Hospitality & Service

Sports Beauty Steps Up

Sports Beauty Steps Up Sports Beauty Steps Up With the fitness beauty market booming, products are becoming smarter and more targeted. Stylus explores what active consumers want from today’s sports-related cosmetics, hair products and bodycare, and how the most successful brands are responding.

Active Fun: AR Run App Encourages Shopping

Active Fun: AR Run App Encourages Shopping Run to Shop: App Promotes Outdoors US athletic wear brand Outdoor Voices’ augmented reality (AR) shopping app experience promoted a spirit of outdoor adventure among its customers. The digital initiative, which used the same technology as Pokémon Go, encouraged consumers to run or walk along outdoor trails in order to purchase running shoes and apparel ahead of their official release.

Digital Commerce

Video Summary: Active Lives

Video Summary: Active Lives Video Summary Are you ready to challenge yourself as a brand? In this video we give you a taste of what Active Lives has to offer. Our editors Kate Johnson, Dewi Pinatih and Christian Ward guide you through our key disruptive case studies and offer their insights on how your brand can benefit. The world of Active Lives is a landscape of big, bold commercial opportunities. And you need to be ready to seize them. So why not dive in?

Fuelling Fast-Paced Lifestyles

Fuelling Fast-Paced Lifestyles Fuelling Fast-Paced Lifestyles We're witnessing a powerful shift in behaviour – away from softer wellbeing activities and towards more edgy, hardcore pastimes that test endurance limits, sharpen performance and bring digitally distracted consumers back to the physical. Brands must support this hunt for intensity to remain relevant, and we share the key strategies to achieve this.

Consumer Lifestyle

Insight & Innovation

360 Sports Nutrition

360 Sports Nutrition 360 Sports Nutrition As sports nutrition becomes ever more specialised and its consumer base increasingly broad, active brands are honing their messaging to target key communities – from cult fitness enthusiasts to vegan consumers and e-sports players. Ingredients such as cannabis and alcohol drive innovative and edgy product development to fuel the new sports consumer.

Food, Beverage & Hospitality

Food & Beverage

Invigorating Brand Values Invigorating Brand Values Smart activewear, fitness and beauty businesses are increasingly turning dynamic and progressive engagement strategies into key pillars of their brand offers. From entertainment-based collaborations to educating the community, we look at who’s getting it right and highlight the commercial benefits of this more experience-driven and altruistic approach.

Insight & Innovation

Designing Amplified Experiences

Designing Amplified Experiences Designing Amplified Experiences Fusing exercise and entertainment, cutting-edge technology is shifting views on what it means to be active. High-performance product design grants superhuman powers to people of all abilities, while stadium architecture switches gear to suit the cities of the future. We demonstrate how to banish boredom for the competitive consumer seeking thrilling experiences.

Activated Materials

Activated Materials Activated Materials The active sector drives material innovation that inspires applications in many other markets – from performance-enhancing options that sense, adapt and react to changes in the body, to super-strength surfaces revolutionising sports equipment. We round up the most extraordinary material developments and progressive products and spaces influencing the fitness industry.

Colour & Materials

Retail’s Spirit of Adventure

Retail’s Spirit of Adventure Retail’s Spirit of Adventure The influence of sports and active lifestyles has the potential to transform and reinvigorate retail. From extreme challenges to community hubs and competitive socialising, we explore how the retail experience is being recalibrated through a spirit of active adventure that builds and reinforces consumer trust and loyalty.

Insight & Innovation

Lessons From Sports Marketing

Lessons From Sports Marketing Lessons From Sports Marketing No industry is adapting faster and more successfully to tech-driven shifts in consumer behaviour than sports. Passive, linear television viewing has given way to a demand for participatory and interactive experiences, accessible anytime, across fragmented platforms. Sports brands have met these challenges by seizing on the key engagement opportunities they offer – opportunities that brands in any industry can take advantage of.

Media & Marketing

Insight & Innovation

Travel’s New Explorers

Travel’s New Explorers Travel’s New Explorers Active travel is about tapping into a sense of excitement, with consumers wanting to immerse themselves and engage in new surroundings. Emerging demographics are entering the world of adventure tourism, helping to push it beyond adrenaline-fuelled pursuits and into experience-led travel – from diverse walking tours and runs in the wilderness, to authentic active encounters with locals.

Food, Beverage & Hospitality

Letter from the Editor: Edition 004

Letter from the Editor: Edition 004 Letter from the Editor: Edition 004 We’re feeling suitably lively as spring emerges, (however sporadically). Over the last few months, our team has been energetically creating our new Macro Trend: Active Lives – which we’re excited to publish tomorrow.

Consumer Attitudes

Adidas Creates 27,000 Personalised Marathon Videos

Adidas Creates 27,000 Personalised Marathon Videos Adidas' Custom Marathon Videos To celebrate its 30-year partnership with the Boston Athletic Association (BAA), Adidas took its 'Here to Create Legends' campaign to the Boston Marathon. Using runners' performance data, the sportswear giant turned the event into a content creation engine to surface personal experiences.

Media & Marketing

Advertising & Branding

Sysomos Summit: Social Media Trends

Sysomos Summit: Social Media Trends Sysomos Summit: Social Media Trends Social media analytics firm Sysomos hosted a one-day conference in London on April 24, which explored how brands can turn social media data into actionable insights.

Media & Marketing

Advertising & Branding

Somewear's Pocket-Sized Global Hotspot Device

Somewear's Pocket-Sized Global Hotspot Device Pocket-Sized Global Hotspot US tech firm Somewear Labs has launched a crowdfunding campaign on Kickstarter for the Somewear Global Hotspot – an adventure-tech product that connects your smartphone directly to satellite networks, giving 100% global network coverage wherever you are in the world.

Consumer Lifestyle

Science & Technology

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