future foundation insights
TRANSCRIPT
2
Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012
16-24 25-34 35-44 45-54 55-64 65+3
4
5
6
7 Those who exercise at least once a week Once every 6 months at most
Impact of exercise on age self-perceptions“On a scale from 1 to 10, how old would you say you feel, where 1 is very young and 10 is very old” | Mean by regularity of physical exercise | 2012
3
Reasons for last visiting the outdoors
Source: Natural England/nVision | Base: 4,421 respondents aged 16+, England, 2012
Don't know
To learn something about the outdoors
To challenge yourself or achieve something
For other reasons
To spend time with friends
To enjoy wildlife
To entertain children
To be somewhere you like
To spend time with family
For peace and quiet
To enjoy scenery
For fresh air or to enjoy pleasant weather
To relax and unwind
For health or exercise
0% 20% 40% 60% 80% 100%
2011/20122010/20112009/2010
“Which of the following, if any, best describe your reasons for this visit?” | 2012
4
Source: Nuffield Health/nVision | Base: 1,500 employees (including 826 line managers) aged 16+, UK, 2012
Socialising with friends
Drinking alcohol
Getting out of the office and exercising
Walk the dog
Exercise in the gym
Chatting with colleagues during the day to make them aware of my stress
Socialising with colleagues
Nothing helps reduce my level of work stress
Working longer hours so I get everything done
Run outdoors
0% 10% 20% 30% 40% 50%
“What helps reduce your level of work stress?”% of employees who agree with the following | 2012
Right-click on chart and select Edit Data for demographic data
Trends in Action - SportFuture Foundation’s trend manifestations give real-life colour to the themes we track by capturing best-practice and innovative commercial examples of how trends are being applied in the marketplace. Here we present recent highlights from the Sport sector.
nVision users have access to more than 2,500 trend manifestations - with more added each week thanks to our network of trendspotters based in key global markets.
For more information please contact Jason ManderEmail: [email protected]
6
My ASICS
My ASICS is a smartphone app that allows fitness enthusiasts to create individual, bespoke fitness plans - with an algorithm constantly evolving it during a workout so that it matches the needs and performance of the individual.
The app responds to the performance of the person using it, and can also make successive workouts progressively harder in order to help people improve their fitness levels and meet personal goals.
According to the website : “My ASICS is a free service for runners. You can create a custom training plan, keep a logbook and analyse your performance. Whether you're looking to improve your marathon time or just starting to train for your first race, My ASICS will help you achieve your running goals”.
Global
Connected Trends
The Quantified Self Totally Bespoke End of Inefficiency Concierge Living
Related
Sectors
Sport
App that creates personalised training programme | Global, 2013
Link: http://myasics.us/
7
AchieveMint
Launched in 2013, AchieveMint is a platform which aggregates data from selected apps - such as Twitter, MapMyFitness and FourSquare - in order to reward users for “healthy” behaviours.
Points are awarded for activities that are health- and wellbeing-related, from tweeting a healthy article to “checking-in” at a health food shop or a gym. Users can then exchange their points for cash, with 1,000 points being equal to $1.
The rewards are funded through a combination of sponsors and through selling the anonymised aggregated health data generated by users to third parties.
At time of writing (September 2013), the company claimed to have 82,000 US users.
USA
Connected Trends
Consumer Capital The Quantified Self The Hyper Individual Healthy Hedonism Society of Sobriety
Related
Sectors
Health and Wellbeing Sport
Platform that rewards users for healthy behaviours | USA, 2013
Link: http://www.achievemint.com/
8
BluFit and CamelBak Thirst
BluFit describes itself as “the smart water bottle that works directly with your phone to record your water drinking habits, while keeping you healthy and hydrated”.
According to the website : “Our app collects a variety of factors such as weight, age, temperature and humidity to determine exactly how much water you need. Next step, start drinking from your BluFit bottle! BluFit automatically records the time and amount of water consumed, sends the data straight to your phone and then to the cloud. The app shows your current hydration level, your goals, and graphs of your historical data so you can ensure your body is consistently operating at peak efficiency”.
Designed to achieve a similar outcome is Camelbak Thirst, an app for Google Glass which instructs people how much to drink based on current weather conditions.
Global
Connected Trends
.THNG Narrative Data Computers Learn Human The Quantified Self Healthy Hedonism
Related
Sectors
Health and Wellbeing Sport Digital Media
Smart tools tell users how much water to drink | Global, 2013
Link: http://www.blufitbottle.com/ and https://www.camelbakthirst.com/
9
Nike’s PHOTOid service
Nike PHOTOiD is an online platform that allows users to customise their trainers with help from their Instagram profile.
Individuals can connect to their Instagram account via the PHOTOid website and then choose a photo that they would like to see imposed on their trainers. Subsequently, Nike matches the shades from the photo and applies them to a pair of its Air Max 1, 90 or 95s.
While their shoes are being made, users can also share their designs on various social networks.
Global
Connected Trends
Cult of Creativity Concierge Living Unique Belonging The Visual Self Performative Leisure
Related
Sectors
Retail Fashion Sport
Customise trainers via Instagram | Global, 2013
Link: https://photoid.nike.com/
10
Foresee
Foresee is an app that its developers say can help people to plan their activities based on the current weather, time of day and their personal preferences.
According to the website : “By intelligently analyzing your ideal conditions with the latest weather data, Foresee provides you the best times for your activities. Simply put, Foresee is your personal activity forecast!”.
Users can specify the types of weather conditions they are willing to put up with while undertaking certain activities such as playing sports or going for a walk, with the app then delivering recommendations and suggestions based on real-time information.
Global
Connected Trends
The Leisure Upgrade End of Adventure Risk-Free Society
Related
Sectors
Leisure Sport
Plan activities around weather, time of day and preferences | Global, 2013
Link: https://itunes.apple.com/us/app/foresee/id597382937?ls=1&mt=8
11
Link : http://www.expressbiker.com/
Express Biker is a vending machine in New York that dispenses cycling parts and accessories.
Positioned as a “self service bike shop kiosk”, the machine is intended to appeal to stranded cyclists in need of a bike part when there are no shops either near or open. The vending machine is available to use 24 hours a day and contains parts that cater to the everyday needs of cyclists, including : lights, tubes, patch kits and more. To pay, cyclists simply swipe their credit card or phone; the machines are equipped with a special “Sensit” delivery system that ensures you’ve received your product or you will get your money back.
As of June 2013, there were two such kiosks operating in New York, but the company said it had plans to expand its availability along major bike routes.
USA
Connected Trends
Self-Service Redefined Culture of Immediacy
Related
Sectors
Retail Sport
Express BikerA vending machine for cyclists | USA, 2013
12
Tweet and Shoot lets users “play” against Tsonga
In May 2013, BNP Paribas celebrated the 40th year of its partnership with Roland Garros by teaming up with We Are Tennis to launch the Tweet and Shoot app - an online platform that allowed users to play in a virtual match against French star player Jo-Wilfried Tsonga.
Players were invited to submit shots via Twitter (specifying their location, power and effect). If they were among those randomly picked by the system, the Tweets activated a robot which launched a ball on a tennis court where Tsonga was waiting to receive it.
In addition, Tweet and Shoot encouraged tennis fans to share positive messages to all Roland Garros contestants using the #tweetandshoot and #40a hashtags.
France
Connected Trends
Connected Communities Game On The Celebrity Factor Native Marketing
Related
Sectors
Sport Digital Media Advertising, Branding and Communications
Link: http://tweetandshoot.wearetennis.com/
Tennis app launched by We Are Tennis and BNP Paribas | France, 2013
13
Instabeat
Crowd-funded and launched in May 2013, Instabeat is a tracking device which swimmers can attach to their goggles to monitor different aspects of their performance.
Designed to be an ultra-light and non-obstructive gadget, it helps swimmers to track heart rate, breathing pace, calorie burn level, laps and turns during their swimming routine.
The device can also be connected with a computer so the swimmer can review their performance and analyse their long-term progress.
Global
Connected Trends
The Quantified Self The Hyper Individual Narrative Data .THNG
Related
Sectors
Sport Leisure Health and Wellbeing
Link: http://www.instabeat.me/
Tracking device attaches to goggles and monitors swimmers | Global, 2013
14
Pop-up gyms from Adidas
Early 2013 saw Adidas promoting its #mygirls campaign by launching a series of pop-up gyms in a number of cities across the world.
The initiative was designed to support the brand’s e-zine that features stories from inspirational female athletes and other sportswomen - as well as a range of other content such as style sections, collection showcases, etc.
According to the supporting website : “Events held in cities across the world where you and your friends can try your hand at a range of sports (think cricket, boxing and fencing - why not?). Explore, try and share: you’ll find everything you need to fire up your passion for sport. Add in certified personal trainers, adidas sports stars, sweet gift bags and the best DJs spinning your favorite tracks to make it an affair not to be missed”.
Global
Connected Trends
Native Marketing Shops That Pop Retail Reloaded
Related
Sectors
Advertising, Branding and Communications Sport Health and Wellbeing
Venues support the brand’s #mygirls zine | Global, 2013
Link: http://qa.mygirls.adidas.com/news/pop-up-pop-in/
15
Upgrade Clinic Roadshow from Evans Cycles
Spring 2013 saw Evans Cycles promoting its “Upgrade Clinic Roadshow” - an initiative which invited consumers to “come in-store and speak to industry experts for advice, information and a few good snacks”.
According to a supporting blog post : “To help you get ready for the season you have planned, we’re holding free in-store events attended by level 3 British Cycling coaches and a host of industry experts. At every event there will be a chance to win one of three £100 vouchers, and everyone will be able to help themselves to a glass of bubbly and some snacks.
At each event there will then be the chance to speak to industry experts from nutrition suppliers SIS or High5. Also attending will be the top guys in componentry from Shimano, as well as power, GPS and data geeks from CycleOps and Garmin, and the kit specialists from Specialized will be at Edinburgh and Spitalfields, too”.
UK
Connected Trends
Concierge Living Retail Reloaded Experts for Everything
Related
Sectors
Sport Retail
Free in-store advice and events for cyclists | UK, 2013
Link: http://blog.evanscycles.com/uncategorized/upgrade-clinic-roadshow/
16
Cheat on your Gym
Early 2013 saw Soho Gyms running an advertising campaign which invited people to “cheat” on their current gym - urging them to “Try Soho for free” but not “tell a soul” about their act of brand disloyalty.
To make use of the offer, consumers simply filled out an online form, with the company saying it would then be in touch to arrange a session at one of its nine gyms across London.
UK
Connected Trends
Ish! Polarisation of Loyalty
Related
Sectors
Sport Health and Wellbeing Advertising, Branding and Communications
Link: http://www.sohogyms.com/index.php?page=cheat-on-your-gym
Soho Gyms offers free trial for new members | UK, 2013
17
NikeFuel Zine
To celebrate the one-year anniversary of the release of its Fuelband tracking device, early 2013 saw Nike unveiling the NikeFuel Zine - an online platform containing motivational case studies and other branded content relating to fitness. Designed to celebrate the “breadth of physical activity”, the online portal was the result of a collaboration between artists, coaches and creatives and contained a range of tips about how Fuelband owners could get fitter in unconventional ways as well as earn NikeFuel points. As part of the e-zine, individuals could access a number of chapters, including “The Secret Life of the Nike+ FuelBand”, “life Logged” and “Object Lession” - the latter comprising a guide about how to use everyday objects in order to boost fitness. Another chapter - “I’m with the Band” - contained stories of three individuals from different parts of the world who used their FuelBands to compete with one another despite being in different timezones.
Global
Connected Trends
The Quantified Self Game On Performative Leisure Native Marketing
Related
Sectors
Sport Health and Wellbeing Leisure
Link: http://nike-fuel-zone.s3-website-us-east-1.amazonaws.com/
Online magazine containing branded content | Global, 2013
18
Game Golf
Game Golf is a device and app from fuseproject designed to help golfers track and analyse their playing performance - with the company saying that its sensor is “worn on the hip and works seamlessly with the mobile app and website, utilizing advanced sensor technology to track movement and transmit data as play evolves over time”. According to a spokesperson : “The app is immediately intuitive, tracking the stats you care about and ignoring the ones you don't. By using accurate maps, you can see every shot you take on any given course and compare your game against your friends or your favorite pro”. The company adds on its website that : “Engaging data visualizations make it simple and easy to see which club performed the best or where the longest drive landed. Whether golfers want to share their game with friends at the bar or on social media, GAME allows them to relive the experience and tell stories in the moment or long after”.
Global
Connected Trends
The Quantified Self Game On Performative Leisure
Related
Sectors
Sport Digital Media Leisure
Link: http://www.fuseproject.com/products-71
App which helps golfers to measure their performance | Global, 2013
19
94fifty’s smart basketball
94fifty claims that its “smart” basketball can assess a player’s performance through motion sensitive technology. According to the company’s website : “Our technology allows coaches, trainers and players to objectively measure skill by analyzing the full 360 degree aspect of the ball's motion. We can count every bounce, every impact on the ball, spin rates, shooting arc, and even the athletic capabilities of any player to the millisecond. Our technology generates objective, personalized diagnostics within seconds and stores all information online for players and coaches to see results”. 94fifty says that its aim is to : “develop sophisticated but cost-effective basketball skill analysis technologies for the mass market, bringing new information to both elite level and youth level basketball so that players can better develop skills and their coaches and trainers have objective information about their development”.
Global
Connected Trends
The Quantified Self .THNG Digital Revolutions
Related
Sectors
Sport
Link: http://www.94fifty.com/about
Ball which can monitor a player’s performance | Global, 2013
20
Miele’s restaurant offering meals and exercise areas
In March 2013, Miele opened a pop-up restaurant called Steam in London’s Covent Garden - inviting diners to enjoy a healthy, freshly prepared meal and then undertake exercise in order to burn off the calories they had just ingested. Miele said that the dishes on offer were designed to be healthy but delicious - with the venture being intended to promote its steam ovens (which it said could preserve flavours and nutrients more effectively than alternative cooking techniques). After the meal was over, diners were then invited to visit a separate on-site area to participate in stretching exercises or work-outs. According to a spokesperson : “This is something that has never been done before, so we can’t wait to hear what people think. If the restaurant proves a success, we’d love to roll them out across the country”.
UK
Connected Trends
Healthy Hedonism Society of Sobriety The Leisure Upgrade
Related
Sectors
Leisure Health and Wellbeing Sports
“Helping diners to offset their calorie footprint” | UK, 2013
21
Downsize Fitness
Downsize Fitness is a company which operates gyms in Chicago and Dallas which have been specially tailored to meet the needs of larger individuals. The company says that its staff have been specially trained to help obese people lose weight - and that it offers “a community that empowers you to change your life through personalized fitness and lifestyle coaching”. It also hopes to provide “a setting where you feel like you belong”. According to the website : “We understand that increasing your level of fitness and improving your nutrition can be difficult. That's why our professional DSF trainers are personally committed to educating and supporting you throughout the program”.
USA
Connected Trends
Assault on Pleasure Society of Sobriety Performative Perfection
Related
Sectors
Health and Wellbeing Sport
Link: http://www.downsizefitness.com/
Gyms aimed at overweight individuals | USA, 2013
22
ibitz
Launched in early 2013, the wireless ibitz tracker by Geopalz allows parents to monitor the activity levels of their kids.
The device can be attached to a child’s shoes and then synced with a smartphone, computer or tablet owned by their parent(s).
Subsequently, adults can opt to temporarily “lock” their child’s electronic devices (eg game consoles, mobile phones) when they think they have been using them for too long. They can also reward kids for achieving fitness goals (eg a certain number of steps).
Global
Connected Trends
The Quantified Self Murdered by Modernity Culture of Fear
Related
Sectors
Digital Media Leisure Health and Wellbeing Telecommunications and Mobile Sport
Link: http://ibitz.com/
Tracker allows parents to monitor their children’s activities | Global, 2013
23
PUMA’s Guia do Atleta da Noite
In January 2013, PUMA launched the Guia do Atleta da Noite - an online social guide for “night athletes”.
The guide contains more than 300 listings for restaurants, bars and clubs in Sao Paulo and Rio de Janeiro. Each entry comes with a detailed description and a number of photos.
With the 2014 World Cup and 2016 Olympics on the horizon, the social guide will, it might be thought, prove useful for tourists visiting the country to attend the events.
Brazil
Connected Trends
Native Marketing The Leisure Upgrade End of Adventure
Related
Sectors
Digital Media Leisure Travel and Tourism Sports
Link: www.pumasocialguide.com.br/sp?action=index_cityless
Social guide for “night athletes” in Sao Paulo and Rio | Brazil, 2013
24
Link: https://www.facebook.com/Gatorade
Gatorade has been an official sponsor of the National Football League in the USA since 1983. In 2013, as part of its sponsorship campaign, the energy drink brand continues to host an active and content-rich Facebook page.
As well as posting poll questions, competitions and discussion topics designed to appeal to NFL fans, Gatorade also shares NFL related stories, videos, pictures and news via the page.
The brand has also used the social network platform to host live interactive interviews with star NFL players, giving sports fans a chance to “ask the experts” (by posting questions on the page or tweeting them with a specific hashtag).
At time of writing the Gatorade Facebook page had over 5.7 million likes.
USA
Connected Trends
Native Marketing Connected Communities Unique Belonging The Gemini Effect The Celebrity Factor
Related
Sectors
Advertising, Branding and Communications Digital Media Sport FMCG
Gatorade’s Facebook PageBrand uses page to engage NFL fans | USA, 2013