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This issue explores the world of sport, uncovering new innovations that expand the reach of sport into new markets, shifts in sports cultures, and crossovers from the pinnacle of sport into our daily lives.

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  • ANTENNAETREND REPORT

    MAY 2010

    NO40

    SPORTS CULTURE

  • 2 | 3

  • MAY ANTENNAE

    This issue explores the world of sport, uncovering new innovations that expand the reach of sport into new markets, shifts in sports cultures, and crossovers from the pinnacle of sport into our daily lives.

    SPORTS CULTURE

  • 4 | 5

  • MAYANTENNAE

    CONTENTS

    FOCUS

    08 Energizing Sports The continued growth of energy drinks

    has been highlighted as one of the success stories over the last year, despite the recent recession

    FEATURES

    16 Its a Womans World Sports nutrition target

    the new market - women

    24 Race for Innovation Filtering down technology

    from the sporting elite

    32 A Spectators Sport The future of sports broadcasting

    38 Social Media & Sport Encouraging participation

    through networking

    SPOTLIGHTS

    14 Chanel Sports Collection 22 Nike Football Shirts 28 Pumas Clever Little Bag

    36 Wenlock and Manderville

    42 Nike Store, Tokyo

    44 World Cup South Africa

    44

    14

    24

    38

  • 6 | 7

    The growth in active lifestyles is providing brands with new markets seeking out these opportunities and identifying consumer needs will be key to growing new product offerings

  • MAY ANTENNAE

  • 8 | 9

    Thecontinuedgrowthofenergydrinkshasbeenhighlightedasoneofthesuccessstoriesoverthelastyear,despitetherecentrecession.

    Consumers dont regard sports and energy drinks as luxury purchases, but as necessities to help them maintain their lifestyle. So even during a tough economic climate the products still remain relevant to consumers daily lives and as a result the category continues to thrive and the products continue to demand a premium price.

    The market for functional drinks has expanded rapidly in recent years and is gaining momentum as consumers become more concerned with what they eat and drink, and as fresh research is produced that supplies the need for new, technically advanced drinks.

    In addition, the sports and energy drinks market has benefited from the increased consumer interest in health, fitness and wellbeing. This trend is set to continue with high profile media campaigns and government initiatives in the UK focusing on this area in order to encourage more active lifestyles. A trend assisting growth in this market, is the membership of health and fitness

    EnErgizing sportsENERgETiC LifESTYLES ANd ENERgY dRiNkS

    clubs in the UK which is set to double the 2002 level by 2012, creating a growing market for these products.

    The sports nutrition drinks market has morphed from a niche segment that only concerns a small number of serious exercisers, to a much more generalized market where anyone who exercises or wants to lead a more healthy lifestyle is a potential customer.

    Sports and energy drinks are now massive markets last year in the UK, sales of both Lucozade Sport and Lucozade Energy outstripped sales of Pepsi Cola or Pepsi-Max (according to Nielson). Within the sports nutrition category we are witnessing a diversification of portfolios as brands attempt to increase consumption. Whereas other drinks have been aimed at before and during sport, the after-sports sector is a fast growing market as athletes, sportsmen and women, and casual exercisers begin to understand the added benefits that a recovery drink has to their fitness.

    Improved recovery time helps muscles adapt faster to training and increase strength and endurance. As well as building bigger, stronger muscles, fat loss is also accelerated, giving improved body composition.

  • Consumers dont regard sports and energy drinks as luxury purchases, but as necessities to help them maintain their lifestyle

    MAYANTENNAE

    Left:Neuro Drinks from Los Angeles

    www.drinkneuro.com

    Below:Aviaras 24 nutritional drinks that help you face the day and unwind at night

    www.aviaralife.com

  • 10 | 11

    The after-sports market is not the only opportunity being presented to sports drinks brands, and it is not the only sector where there is a drive towards healthier alternatives. There is a growing desire for natural and healthy energy drinks among non-sports drink consumers who have been deterred by the scientific nature of the products. Furthermore, casual exercisers have been dissuaded by the high calorie and sugar contents.

    Designed to sustain and enhance active lives, Neuro Drinks are made from natural ingredients without the sugar or caffeine found in other energy drinks. They sell several variants designed to meet the varying needs of active consumers 24/7. Appealing to the savvy customer looking for a sophisticated and functional drink, Neuro Drinks offer different benefits to the mind, body, and spirit. NeuroSport is designed to replenish the body during and after exercise helping improve endurance and increase fitness levels, while NeuroTrim is designed to promote weight loss, aiding in burning fat and increasing satiety.

    To meet this gap in the market and help address the sports performance needs of more athletes, Gatorade recently expanded their product line for before, during, and after sport with Gatorade Prime 01, Perform 02, and Recover 03. Previously only available to athletes at specialized training facilities, it went on sale in GNC stores in the US this month.

    However, in terms of rehydration and reducing muscle damage induced by exercise, milk has been shown to be more beneficial than specially formulated sports drinks. This year there has been a drive from dairy manufacturers and brands to highlight the natural benefits of milk over isotonic drinks.

    There are now a number of flavored milk drinks enriched with vitamins and minerals, such as Mars Refuel, For Goodness Shakes, and Sport Shake, that are also targeting the recovery sector of the sports drink market. Whole grain cereal and milk could even be the next sports supplement given the right messaging.

  • MAYANTENNAE

    The sports nutrition drinks market has morphed from a niche segment that only concerns a small number of serious exercisers, to a much more generalized market where anyone who exercises or wants to lead a more healthy lifestyle is a potential customer

    Left:Gatorade drinks for before, during and after sport

    www.gatorade.com

  • 12 | 13

    Marathon. One bag is designed to be consumed during a 30 minute run to help keep fuel levels topped up.

    The jelly beans join the growing market of sports confectionary competing with PowerBar, one of the worlds leading sports nutrition brands, who released Ride Shots last year. These energy chews provide quick energy in a resealable pouch for easy consumption on-the-go.

    Despite the increased growth of the market, only a third of the British population actually consumes sports and energy drinks. There has been a failure to grow penetration, and has instead succeeded by increasing frequency of consumption amongst existing consumers with new products that meet the needs of different occasions.

    As well as promoting increased uptake by core consumers there is potential to grow the market size by targeting non-consumers. Extending appeal beyond the functional role could help these drinks appeal to more consumers. At the

    In addition NeuroSonic increases high level mental functioning: better memory, alertness and concentration helping to meet the demands of todays high stress living, whereas NeuroBliss promotes happiness and eliminates stress without affecting energy levels.

    Lucozade, the UKs number one sports drink brand, found that many people who were exercising did not purchase their product because of the calorie content. As a result of this insight they have launched a light version that contains just 50 calories. It meets a gap in the market where traditional sports drinks are viewed as for serious athletes, and are only recommended for intense activities. Lucozade believe this introduction will drive millions of pounds of incremental category sales this year.

    In addition to expanding their product line, Lucozade have diversified their portfolio with new ways to consume energy. Lucozade Sports Jelly Beans went on sale last month, and proved to be very popular with participants during the London

    The sports and energy drinks market

    is reported to be worth over 1bn (Datamonitor)

    In 2009, 525 million litres of sports and energy drinks were consumed (Mintel)

    The energy drinks market has grown

    by more than 20% over the past five years and similar growth has been projected over the next three years (Datamonitor)

    Lucozade made 382 million sales in 2008 (Nielson)

  • MAYANTENNAE

    centre of this target should be females, who only make up a small number of current consumers, but are the largest growing segment in the sports market with increasing participation. This, paralleled with the shortage of healthy and natural alternatives for the casual athlete, presents large opportunities for sports and nutrition brands to grow the size of the market. Additionally, general consumers looking for healthier alternatives to traditional soft drinks offer huge market potential.

    As well as promoting increased uptake by core consumers there is potential to grow the market size by targeting non-consumers

    All:Lucozades new Lite version sports drink and Body Fuel jelly beans

    www.lucozade.com

  • 14 | 15

    www.chanel.com

    At the end of last year Chanel launched their 2010 Sports Collection.

    The collection comprises a wide range of items synonymous with sports, including everything from branded snowboards, surfboards, basketballs, and even a bo