In Case You Missed It : 12 August 2024

#WeSawItComing : Twisting Traditions

At the Paris 2024 Olympics, brands are creatively twisting traditions by merging their rich heritage with contemporary aesthetics, appealing to younger consumers’ antique obsession. LVMH’s bespoke trunks for Olympic torches honour its legacy while integrating luxury into sporting culture. Similarly, Kith’s archive-inspired collection and Mongolia’s uniforms designed by Michel & Amazonka reflect cultural pride and history, but with a modern flair.

Back in September 2023, our Luxury Recrafted macrotrend report forecast the rise of Twisting Traditions. We highlighted that brands use heritage not merely as a marketing tool, but as a way to connect with new generations in a culturally resonant manner.

To access the full Luxury Recrafted macrotrend report, become a member now.

‘Learn about the massive transformations the sport sector is undergoing to fuel fandom among the next generation of sport enthusiasts’

Our top 5 Need to Knows of the week – curated by foresight analyst Simar Deol)

: Rolling Stone Africa launched with Afrobeat legend on the cover

: Heineken celebrates connection over pints for International Beer Day

: Bodyform rebrands women’s health with Never Just a Period campaign

: Arc’teryx and Skip launch wearable robotic trousers

: Na Chainkua Reindorf and Glossier take over NYC basketball courts

RSVP - Sports and Leisure Futures 2024–2025 Online Event

Sport is evolving beyond traditional boundaries, attracting a broader, more diverse audience. Regions and continents including the Middle East and Asia are becoming sports hubs, driven by investments in infrastructure and public health.

Younger generations are reshaping sports culture, prioritising connection, enjoyment and accessibility over traditional values such as performance. With the rise of niche sports and collaborations with fashion, along with technology-driven fan experiences, sport now offers new avenues for community, achievement and personal fulfilment.

Join us on 10 September for this members-only event as we unveil how sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom.

The event will take place online from 2:00pm to 3:00pm BST. There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

If you are an LS:N Global member you can RSVP here.