Sport
For more information please contact Nick Chiarelli
Email: nickc@futurefoundation.net
2

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 yo...
3

Reasons for last visiting the outdoors
“Which of the following, if any, best describe your reasons for this visit?” | 2...
4

“What helps reduce your level of work stress?”
% of employees who agree with the following | 2012
Socialising with frie...
Trends in Action Sport
Future Foundation’s trend manifestations give real-life colour to the themes we
track by capturing ...
6

My ASICS
App that creates personalised training programme | Global, 2013
My ASICS is a smartphone app that allows fitne...
7

AchieveMint
Platform that rewards users for healthy behaviours | USA, 2013
Launched in 2013, AchieveMint is a platform ...
8

BluFit and CamelBak Thirst
Smart tools tell users how much water to drink | Global, 2013
BluFit describes itself as “th...
9

Nike’s PHOTOid service
Customise trainers via Instagram | Global, 2013
Nike PHOTOiD is an online platform that allows u...
10

Foresee
Plan activities around weather, time of day and preferences | Global, 2013
Foresee is an app that its develope...
11

Express Biker
A vending machine for cyclists | USA, 2013
Express Biker is a vending machine in New York that
dispenses...
12

Tweet and Shoot lets users “play” against Tsonga
Tennis app launched by We Are Tennis and BNP Paribas | France, 2013
I...
13

Instabeat
Tracking device attaches to goggles and monitors swimmers | Global, 2013
Crowd-funded and launched in May 20...
14

Pop-up gyms from Adidas

Venues support the brand’s #mygirls zine | Global, 2013
Early 2013 saw Adidas promoting its #...
15

Upgrade Clinic Roadshow from Evans Cycles
Free in-store advice and events for cyclists | UK, 2013
Spring 2013 saw Evan...
16

Cheat on your Gym
Soho Gyms offers free trial for new members | UK, 2013
Early 2013 saw Soho Gyms running an advertisi...
17

NikeFuel Zine
Online magazine containing branded content | Global, 2013
To celebrate the one-year anniversary of the r...
18

Game Golf
App which helps golfers to measure their performance | Global, 2013
Game Golf is a device and app from fusep...
19

94fifty’s smart basketball

Ball which can monitor a player’s performance | Global, 2013
94fifty claims that its “smar...
20

Miele’s restaurant offering meals and exercise areas
“Helping diners to offset their calorie footprint” | UK, 2013
In ...
21

Downsize Fitness
Gyms aimed at overweight individuals | USA, 2013
Downsize Fitness is a company which operates gyms in...
22

ibitz

Tracker allows parents to monitor their children’s activities | Global, 2013
Launched in early 2013, the wirele...
23

PUMA’s Guia do Atleta da Noite

Social guide for “night athletes” in Sao Paulo and Rio | Brazil, 2013
In January 2013,...
24

Gatorade’s Facebook Page
Brand uses page to engage NFL fans | USA, 2013
Gatorade has been an official sponsor of the N...
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Future Foundation insights

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  • Photo: (Creative Commons) steve.garner32
  • Fieldwork was completed in July and August 2012.
  • Natural England, Monitor of Engagement with the Natural Environment survey. Additional data are included with this chart. Right click and select “Edit Data” to find demographic breakdowns. 2009/10 refers to the March 2009 to February 20102010/11 refers to the period March 2010 to February 20112011/12 relates to the period March 2011 to February 2012
  • Fieldwork was completed between April 13-28, 2012.
  • Photo: (Creative Commons) steve.garner32
  • Future Foundation insights

    1. 1. Sport For more information please contact Nick Chiarelli Email: nickc@futurefoundation.net
    2. 2. 2 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 7 Those who exercise at least once a week Once every 6 months at most 6 5 4 3 16-24 25-34 35-44 45-54 55-64 Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012 65+
    3. 3. 3 Reasons for last visiting the outdoors “Which of the following, if any, best describe your reasons for this visit?” | 2012 For health or exercise To relax and unwind For fresh air or to enjoy pleasant weather To enjoy scenery For peace and quiet To spend time with family To be somewhere you like 2011/2012 To entertain children 2010/2011 To enjoy wildlife 2009/2010 To spend time with friends For other reasons To challenge yourself or achieve something To learn something about the outdoors Don't know 0% 20% 40% 60% Source: Natural England/nVision | Base: 4,421 respondents aged 16+, England, 2012 80% 100%
    4. 4. 4 “What helps reduce your level of work stress?” % of employees who agree with the following | 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% Right-click on chart and select Edit Data for demographic data Source: Nuffield Health/nVision | Base: 1,500 employees (including 826 line managers) aged 16+, UK, 2012
    5. 5. Trends in Action Sport Future 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 Mander Email: jasonm@futurefoundation.net
    6. 6. 6 My ASICS App that creates personalised training programme | Global, 2013 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. Global 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.  The Quantified Self  Totally Bespoke  End of Inefficiency  Concierge Living Related Sectors Connected Trends 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”.  Sport Link: http://myasics.us/
    7. 7. 7 AchieveMint Platform that rewards users for healthy behaviours | USA, 2013 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. USA 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.  Consumer Capital  The Quantified Self  The Hyper Individual  Healthy Hedonism  Society of Sobriety Related Sectors Connected Trends At time of writing (September 2013), the company claimed to have 82,000 US users.  Health and Wellbeing  Sport Link: http://www.achievemint.com/
    8. 8. 8 BluFit and CamelBak Thirst Smart tools tell users how much water to drink | Global, 2013 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”. Global 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”.  .THNG  Narrative Data  Computers Learn Human  The Quantified Self  Healthy Hedonism Related Sectors Connected Trends 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.  Health and Wellbeing  Sport  Digital Media Link: http://www.blufitbottle.com/ and https://www.camelbakthirst.com/
    9. 9. 9 Nike’s PHOTOid service Customise trainers via Instagram | Global, 2013 Nike PHOTOiD is an online platform that allows users to customise their trainers with help from their Instagram profile. Global 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.  Cult of Creativity  Concierge Living  Unique Belonging  The Visual Self  Performative Leisure Related Sectors Connected Trends While their shoes are being made, users can also share their designs on various social networks.  Retail  Fashion  Sport Link: https://photoid.nike.com/
    10. 10. 10 Foresee Plan activities around weather, time of day and preferences | Global, 2013 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. Global 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!”.  The Leisure Upgrade  End of Adventure  Risk-Free Society Related Sectors Connected Trends 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.  Leisure  Sport Link: https://itunes.apple.com/us/app/foresee/id597382937?ls=1&mt=8
    11. 11. 11 Express Biker A vending machine for cyclists | USA, 2013 Express Biker is a vending machine in New York that dispenses cycling parts and accessories. USA 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.  Self-Service Redefined  Culture of Immediacy Related Sectors Connected Trends 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.  Retail  Sport Link : http://www.expressbiker.com/
    12. 12. 12 Tweet and Shoot lets users “play” against Tsonga Tennis app launched by We Are Tennis and BNP Paribas | France, 2013 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. France 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.  Connected Communities  Game On  The Celebrity Factor  Native Marketing Related Sectors Connected Trends In addition, Tweet and Shoot encouraged tennis fans to share positive messages to all Roland Garros contestants using the #tweetandshoot and #40a hashtags.  Sport  Digital Media  Advertising, Branding and Communications Link: http://tweetandshoot.wearetennis.com/
    13. 13. 13 Instabeat Tracking device attaches to goggles and monitors swimmers | Global, 2013 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. Global 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 Quantified Self  The Hyper Individual  Narrative Data  .THNG Related Sectors Connected Trends The device can also be connected with a computer so the swimmer can review their performance and analyse their long-term progress.  Sport  Leisure  Health and Wellbeing Link: http://www.instabeat.me/
    14. 14. 14 Pop-up gyms from Adidas Venues support the brand’s #mygirls zine | Global, 2013 Early 2013 saw Adidas promoting its #mygirls campaign by launching a series of pop-up gyms in a number of cities across the world. Global 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.  Native Marketing  Shops That Pop  Retail Reloaded Related Sectors Connected Trends 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”.  Advertising, Branding and Communications  Sport  Health and Wellbeing Link: http://qa.mygirls.adidas.com/news/pop-up-pop-in/
    15. 15. 15 Upgrade Clinic Roadshow from Evans Cycles Free in-store advice and events for cyclists | UK, 2013 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”. UK 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.  Concierge Living  Retail Reloaded  Experts for Everything Related Sectors Connected Trends 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”.  Sport  Retail Link: http://blog.evanscycles.com/uncategorized/upgrade-clinic-roadshow/
    16. 16. 16 Cheat on your Gym Soho Gyms offers free trial for new members | UK, 2013 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. UK  Ish!  Polarisation of Loyalty Related Sectors Connected Trends 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.  Sport  Health and Wellbeing  Advertising, Branding and Communications Link: http://www.sohogyms.com/index.php?page=cheat-on-your-gym
    17. 17. 17 NikeFuel Zine Online magazine containing branded content | Global, 2013 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. Global 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.  The Quantified Self  Game On  Performative Leisure  Native Marketing Related Sectors Connected Trends 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.  Sport  Health and Wellbeing  Leisure Link: http://nike-fuel-zone.s3-website-us-east-1.amazonaws.com/
    18. 18. 18 Game Golf App which helps golfers to measure their performance | Global, 2013 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”. Global 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 Quantified Self  Game On  Performative Leisure Related Sectors Connected Trends 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”.  Sport  Digital Media  Leisure Link: http://www.fuseproject.com/products-71
    19. 19. 19 94fifty’s smart basketball Ball which can monitor a player’s performance | Global, 2013 94fifty claims that its “smart” basketball can assess a player’s performance through motion sensitive technology. Global 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”.  The Quantified Self  .THNG  Digital Revolutions Related Sectors Connected Trends 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”.  Sport Link: http://www.94fifty.com/about
    20. 20. 20 Miele’s restaurant offering meals and exercise areas “Helping diners to offset their calorie footprint” | UK, 2013 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. UK 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.  Healthy Hedonism  Society of Sobriety  The Leisure Upgrade Related Sectors Connected Trends 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”.  Leisure  Health and Wellbeing  Sports
    21. 21. 21 Downsize Fitness Gyms aimed at overweight individuals | USA, 2013 Downsize Fitness is a company which operates gyms in Chicago and Dallas which have been specially tailored to meet the needs of larger individuals. USA 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”.  Assault on Pleasure  Society of Sobriety  Performative Perfection Related Sectors Connected Trends 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”.  Health and Wellbeing  Sport Link: http://www.downsizefitness.com/
    22. 22. 22 ibitz Tracker allows parents to monitor their children’s activities | Global, 2013 Launched in early 2013, the wireless ibitz tracker by Geopalz allows parents to monitor the activity levels of their kids. Global The device can be attached to a child’s shoes and then synced with a smartphone, computer or tablet owned by their parent(s).  The Quantified Self  Murdered by Modernity  Culture of Fear Related Sectors Connected Trends 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).  Digital Media  Leisure  Health and Wellbeing  Telecommunications and Mobile  Sport Link: http://ibitz.com/
    23. 23. 23 PUMA’s Guia do Atleta da Noite Social guide for “night athletes” in Sao Paulo and Rio | Brazil, 2013 In January 2013, PUMA launched the Guia do Atleta da Noite - an online social guide for “night athletes”. Brazil 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.  Native Marketing  The Leisure Upgrade  End of Adventure Related Sectors Connected Trends 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.  Digital Media  Leisure  Travel and Tourism  Sports Link: www.pumasocialguide.com.br/sp?action=index_cityless
    24. 24. 24 Gatorade’s Facebook Page Brand uses page to engage NFL fans | USA, 2013 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. USA 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).  Native Marketing  Connected Communities  Unique Belonging  The Gemini Effect  The Celebrity Factor Related Sectors Connected Trends At time of writing the Gatorade Facebook page had over 5.7 million likes.  Advertising, Branding and Communications  Digital Media  Sport  FMCG Link: https://www.facebook.com/Gatorade

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