MKTG Q3 Trend Report
Let's get trendy.
SHOW ME THE TRENDS!
Click here to learn more about our trend philosophy.
Click here to take a look back at our Q1 Trends.
Click here to take a look back at our Q2 Trends.
Our Philosophy
Our Purpose Provide clients with knowledge and tools to apply current trends and news to sports + entertainment marketing efforts in an informed, intentional, and impactful manner. Our Product A breakdown of macro and micro trends that drove culture in Q3 of 2024 , including background and how we see it manifesting in the world around us across sports, culture, and/or social. At the top left of each trend, we call out where it is in the trend cycle (i.e. emerging, mainstreaming, and declining. )
A trend is more than a fleeting moment; it is often a signifier of a larger story around how our society is processing through, adapting to, and evolving the world. We believe a true trend reveals itself across industries & platforms (i.e., sports, culture, social) becoming culture.
SHOW ME THE TRENDS!
Off The Grid
CULTURE
SOCIAL
CULTURE
Sport
Brat Summer
The Gen-Alphabet
rt
CLRE
social
Culture
Nowstalgia
SPORT
CULTURE
Q3
2024
Weird-vertising
CULTURE
SOCIAL
The Olympic Influencer Games
SOCIAL
SCIAL
CUTURE
SOCIAL
SPORT
Creator-Conscious
Adulting Dysmorphia
CULTURE
SOCIAL
Back to Analog
CULTURE
SOCIAL
CULTURE
Sport
Chef's Kiss
Culture
For the Art of It
CUTURE
Urban Fantasy
CULTURE
Q2
2024
Anti-Ambition
CULTURE
SOCIAL
CULTURE
SOCIAL
New Age x Nostalgia
Main CharacterMascots
SPORTS
SOCIAL
CULTURE
SOCIAL
Rebranding Americana?
SPORTS
The Beauty of Sports
SPORTS
Away "Away" Games
SOCIAL
Human Curation Craze
Q1
2024
Question
If you could create a day-long retreat without technology, what activity would fill your time?
Submit your answer in the Teams chat.
Question
Who do you think will be the 'Artist of the Summer' in 2025?
Submit your answer in the Teams chat.
Question
What's something from this year you think people will end up being nostalgic for?
Submit your answer in the Teams chat.
Question
What's your most used 'gen-alphabet' word?
Submit your answer in the Teams chat.
Question
Who is your favorite influencer you saw show up at the Olympics?
Submit your answer in the Teams chat.
Question
What's a 'weird' ad you've seen over the years that's stuck with you?
Submit your answer in the Teams chat.
Mainstreaming
BRINGING IT TO LIFE
Confusion, comedy, and maybe a dash of horror creates the perfect recipe for content that leaves the audience baffled, lingering to digest what they’ve just seen. In today’s media landscape, bizarreness is the new cool—a form of social currency brands can leverage to spark conversation and/or cement their place in the cultural zeitgeist. The braver the concept, the better the impact, as the unexpected proves paramount in capturing fleeting attention spans.
WHAT IS ON THE RISE Today's brands are taking the risk of leveraging their IP to create shock value, abandoning the rigid corporate messaging of the past in favor of zany, surreal, and downright weird content. WHY IS IT ON THE RISE In our oversaturated market, audiences tend to crave uniqueness and creativity. And while “weird” ads aren’t new – think Quiznos Spongmonkeys or Skittles’ Long Beard and Umbilical Cord Mother’s Day campaigns – the bar for absurdity has risen to unprecedented heights. ON SOCIAL We’re seeing brands get bizarre on social, particularly Nutter Butter. Nutter Butter’s TikTok account is going viral for its unhinged and avant-garde content that really gets you thinking who in the world comes up with this stuff. Their unexplainable content that includes surreal imagery, jump scares, and cryptic messages, is getting everyone on the internet intrigued and talking.
Weird-vertising
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The demand for exploratory travel is on the rise, igniting significant interest in camping and outdoor hospitality for 2024. This trend reflects a growing desire among travelers to seek unique, immersive experiences in nature. WHY IS IT ON THE RISE This trend reflects a need to unplug and escape the digital world, as people crave tranquility and a stronger connection to nature. The desire to step away from everyday distractions drives individuals toward outdoor adventures (think anywhere without phone signal). Searches for “digital detox” among users aged 18 to 24 are rising significantly, increasing by 80% on Pinterest.
Off the Grid
Mainstreaming
Mountain Dew and BÉIS are both tapping into the growing trend of outdoor adventure and national park exploration. Mountain Dew celebrated the “Mountain Time Zone” with free drinks and a month-long road trip near national parks, while BÉIS launched their limited-edition “Utility Collection” with pop-up shops at parks like Yosemite and Zion. Both brands are encouraging people to embrace the great outdoors with unique events, exclusive merchandise, and engaging activities.
IN CULTURE
ON SOCIAL
The “This and Yap” social trend highlights the joy of partaking in activities you love while enjoying the pleasure of togetherness and yapping away with those close to you. This trend embodies a cultural shift towards appreciating simple, authentic experiences and a deeper connection with nature. The essence of this trend lies in the idea that nothing beats sharing a genuine moment and chatting with a friend in the great outdoors.
BRINGING IT TO LIFE
Don’t overthink it, this is about enjoying what is natural and simple. Brands can effectively leverage the rising demand for escapism by creating authentic experiences that transport consumers into the great outdoors through social storytelling.
IN SPORT
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
For Valentine's Day, Sweethearts celebrated the somewhat blurry relationship dynamic that is all too common for Gen Z. The printing on Sweethearts isn't always perfect and this is a humurous way of embracing imperfections and tapping into pop culture. This created much buzz on social, engaging Gen Z's love for irony and self awareness in modern romance.
IN CULTURE
The Mean Girls remake stands out as a prime example, skillfully updating a beloved movie to appeal to a modern audience while preserving the essence of what made it special. By maintaining many of the original's iconic one-liners and humor, it strikes a balance between nostalgia and relevance, showcasing the enduring appeal of the movie.
ON SOCIAL
BRINGING IT TO LIFE
Nostalgia marketing opportunities extend beyond simply relaunching old products or giving them a modern twist. Nostalgia can be an interpretation of the past, not necessarily a reliving. It can be as simple as incorporating the familiar comfort that comes with a shared experience.
WHAT IS ON THE RISE? New-age nostalgia blends the retro aesthetics of yesteryears with contemporary norms. Leveraging old IP to garner new attention has become a new norm in marketing since 2018 as it allows audiences from a variety of demos to still feel represented in the content or media at hand. Though previlent the adaptations of this trend are relevant. WHY IS IT ON THE RISE? Nostalgia is a universal human experience, evoking strong positive emotional connections among consumers. By incorporating elements from the past into modern contexts, brands and creators tap into this emotional reservoir, offering a sense of familiarity and comfort alongside innovation.
New-Age x Nostalgia
Declining
WHAT IS ON THE RISE We're entering the era of ‘nowstalgia,’ where the rapid pace of culture makes us yearn for experiences and products we’ve only just left behind. This phenomenon is fueling a resurgence of products, as brands seek to harness the immediate nostalgia that consumers feel for recent moments. It’s a unique reaction to the fleeting nature of today’s trends, prompting a revival of the familiar in a fast-moving world. WHY IS IT ON THE RISE A post-pandemic world is speeding up the nostalgia cycle. Nostalgia – a longing or yearning for the past – has power over consumers, who eagerly pick up products reissued in vintage packaging, or new takes on childhood favorites. Brands seize the rose-colored yearning of memory to elicit strong feelings and positive associations, to ultimately move products off shelves.
Nowstalgia
Mainstreaming
McDonald’s is bringing back Snack Wraps (discontinued in 2016), and J.Crew is relaunching their celebrated catalogs. These moves exemplify how brands leverage ‘nowstalgia’ to reconnect with consumers. Netflix has also joined in on the trend, releasing a sleeping bag designed to look like their iconic red DVD envelope after hearing consumers missed the aesthetic, blending the trend with a touch of humor.
IN CULTURE
BRINGING IT TO LIFE
IN SPORT
"College Football 25" is a popular game that has returned after a decade, to the enthusiasm of millennial gamers. The EA Sports College Football series was a top five sports title in North America from 2005 to 2014. The new game boasts an intricate Dynasty mode and smooth gameplay, enabling players to build and manage their own college football teams, evoking a strong sense of nostalgia amongst fans.
Brands can bring the 'nowstalgia' trend to life by exploring various ways to evoke fond memories from recent years. This could include relaunching popular products with a twist, hosting themed events that celebrate more recent moments in pop culture, or leveraging social media to encourage consumers to share their own memories.
Peacock signed #1 female podcaster, Alex Cooper, to host live interactive watch parties throughout the Olympics. As a largely followed creator and host with a loyal audience, in addition to having a D1 athletic background, Cooper was a clever pick to bring in new viewers.
IN CULTURE
TikTok was the place to be when following this year’s Games. NBC and TikTok tapped radio host and creator, Josh ‘Bru’ Brubaker, to cover the Olympics on TikTok live from the Team USA House. Many athletes rose to the top as they covered their experiences in the Olympic Village, such as rugby player Ilona Maher with her ‘Love Island’ series, and swimmer Henrik Christiansen, who was dubbed the ‘Olympic Muffin Man’ after documenting his obsession with the Olympic Village’s chocolate muffins. Several influencers attended the Games with brands, both sponsors and non-sponsors of the Games, to show off their experience at the largest global sporting event of the year.
BRINGING IT TO LIFE
WHAT IS ON THE RISE The 2024 Paris Olympics marked the first Games set against the backdrop of a dominant influencer culture, following the Tokyo Games, which were held without spectators due to the pandemic. Influencers, creators, and athletes fully embraced their roles, taking center stage both online and in Paris. And some fans appeared to be more interested in the storytelling around the Olympics and the athletes, rather than the competition itself. WHY IS IT ON THE RISE Younger audiences, who historically haven’t been as engaged with the Olympics and Paralympics, are now being hooked through their favorite creators. Ahead of the Games, 34% of fans reported that they would be following events through social media rather than live TV (YouGov). As the Games naturally appeared more on their feeds, they were more likely to tune in and follow along.
The Olympic Influencer Games
Declining
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
ON SOCIAL
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Time has shown that online personalities are a key channel to connect with younger audiences. As these figures become increasingly involved in cultural and sporting events, the distinctions between influencers, athletes, media personalities, and celebrities are becoming less clear. It is important to not count out the smaller following athletes with dedicated engagement, or the mega influencers whose channels don’t directly align with sports. The key is to have personalities that pop from feeds + connect.
Mainstreaming
BRINGING IT TO LIFE
Confusion, comedy, and maybe a dash of horror creates the perfect recipe for content that leaves the audience baffled, lingering to digest what they’ve just seen. In today’s media landscape, bizarreness is the new cool—a form of social currency brands can leverage to spark conversation and/or cement their place in the cultural zeitgeist. The braver the concept, the better the impact, as the unexpected proves paramount in capturing fleeting attention spans.
WHAT IS ON THE RISE Today's brands are redefining social media norms, abandoning the rigid corporate messaging of the past in favor of zany, surreal, and downright weird content. WHY IS IT ON THE RISE In our oversaturated market, audiences tend to crave uniqueness and creativity. And while “weird” ads aren’t new – think Quiznos Spongmonkeys or Skittles’ Long Beard and Umbilical Cord Mother’s Day campaigns – the bar for absurdity has risen to unprecedented heights. ON SOCIAL We’re seeing brands get bizarre on social, particularly Nutter Butter. Nutter Butter’s TikTok account is going viral for its unhinged and avant-garde content that really gets you thinking who in the world comes up with this stuff. Their unexplainable content that includes surreal imagery, jump scares, and cryptic messages, is getting everyone on the internet intrigued and talking.
Weird-vertising
Established
IN SPORT
Main Character Mascots
XX
WHAT IS ON THE RISE? XXX WHY IS IT ON THE RISE? XXX
ON SOCIAL
XX
BRINGING IT TO LIFE
XXX
WHAT IS ON THE RISE As an anti movement to AI and digital platforms, there is a resurgence in appreciation for tangible, hands-on experiences, from immersive games to artisanal craftsmanship. WHY IS IT ON THE RISE In a world where technology is omnipresent, there's a need for genuine, hands-on interactions that provide a feeling of connection and rootedness. This shift also highlights a newfound appreciation for activities and craftsmanship that demand time and meticulous attention - tasks that do not cut corners.
Back to Analog
Emerging
Green Tile Social Club brings together a new generation eager to rediscover Mahjong, while forging friendships. Originating from a desire to rejuvenate Mahjong's appeal among young Asian Americans, the club now hosts regular events across various venues, including Hana House in Oakland and DFW Mahjong in Dallas. Through meet-ups, dinner parties, and corporate gatherings, Green Tile fosters a vibrant community where both seasoned players and newcomers alike can connect and embrace their cultural heritage.
IN CULTURE
There's a noticeable trend towards consuming content that showcases substantial effort and craftsmanship - such as an increase in homesteading creators as well as the popularity of creators like Nara Smith and Ballerina Farm, who craft meals from scratch. This shift highlights a growing appreciation for timely tasks and the dedication required to create something from the ground up.
ON SOCIAL
BRINGING IT TO LIFE
Brands embracing authenticity and simplicity can reconnect with consumers through culturally grounded, human experiences, catering to a younger generation prioritizing tangible interactions amidst online fatigue.
Emerging
BRINGING IT TO LIFE
The key opinion leaders of 2024 will be communities of trusted amateurs. To embody the human-to-human curration craze, brands can collaborate with localized and micro influencers—this could also look like community forums or review sections featured on websites or apps.
WHAT IS ON THE RISE? There is a shift in how consumers are viewing recommendations, putting more importance and value on peer-driven suggestions over algorithmic personalization, in other words everyone can be, “your local neighborhood influencer”. WHY IS IT ON THE RISE? The popularity stems from the feeling that algorithms limit exposure to diverse perspectives and authentic recommendations. As social platforms become saturated with automated content curation, there is a growing recognition of the trust building value of genuine, community-driven interactions. IN CULTURE As people seek genuine connections and trusted advice, formats like PI.FYI and TikTok's R.E.P.O.R.T format (what people are Reading, Eating, Playing, Obsessed with, Recommending and Treating themselves to) are gaining traction.
Human Curration Craze
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful tone to engage younger generations. Having a brand alter ego is a lovable built in brand influencer that can connect beyond the corporate nature.
Ellie the elephant was taking over the headlines for the New York Liberty. Around the playoffs she was the talk of the town for her performances and style. Her presence even garnered a devoted following on TikTok, drawing in individuals who might not typically be drawn to the sport.
IN SPORT
ON SOCIAL
When it comes to best in class memeification marketing the Duo Lingo owl is the one to beat. Most noteably, Duo is known for his social media antics, commenting sometimes unhinged takes. For a playful brand, Duo, adds a little edge, all to the delight of Gen Z.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful tone to engage younger generations. Having a brand alter ego is a lovable built-in brand influencer that can connect beyond corporate nature.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE? Larger than life mascots are infusing much needed personality into major brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings leverage humor to bode connection. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn, brands are looking for unique ways to build their fandom and resonate with a range of audiences. Also who doesn't love a mascot.
Main Character Mascots
Established
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The demand for exploratory travel is on the rise, igniting significant interest in camping and outdoor hospitality for 2024. This trend reflects a growing desire among travelers to seek unique, immersive experiences in nature WHY IS IT ON THE RISE This trend reflects a need to unplug and escape the digital world, as people crave tranquility and a stronger connection to nature. The desire to step away from everyday distractions drives individuals toward outdoor adventures (think anywhere without phone signal). Searches for “digital detox” among users aged 18 to 24 are rising significantly, increasing by 80% on Pinterest.
Off the Grid
Mainstreaming
Mountain Dew and BÉIS are both tapping into the growing trend of outdoor adventure and national park exploration. Mountain Dew celebrated the “Mountain Time Zone” with free drinks and a month-long road trip near national parks, while BÉIS launched their limited-edition “Utility Collection” with pop-up shops at parks like Yosemite and Zion. Both brands are encouraging people to embrace the great outdoors with unique events, exclusive merchandise, and engaging activities.
IN CULTURE
ON SOCIAL
The “This and Yap” social trend highlights the joy of partaking in activities you love while enjoying the pleasure of togetherness and yapping away with those close to you. This trend embodies a cultural shift towards appreciating simple, authentic experiences and a deeper connection with nature. The essence of this trend lies in the idea that nothing beats sharing a genuine moment and chatting with a friend.
BRINGING IT TO LIFE
Don’t overthink it, this is about enjoying what is natural and simple. Brands can effectively leverage the rising demand for escapism by creating authentic experiences that transport consumers into the great outdoors through social storytelling, immersive events, and collaboration with outdoor and conservation organizations.
IN SPORT
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
WHAT IS ON THE RISE We’re seeing a rapid proliferation of Gen-Z and Gen-Alpha lingo, as new words and phrases are continuously being added to their personal dictionaries to communicate in person and on social media. Brands are beginning to bridge the communication gap and leverage this unique way of speaking to reach consumers. WHY IS IT ON THE RISE Self-expression and identity are highly valued by the younger generations. By having their own lingo, they feel closer to their fellow peers while differentiating themselves from older generations. The growth of social media has also allowed for the accelerated creation and distribution of new slang, stemming from the fact that brevity is essential when speaking on social.
The Gen-Alphabet
Mainstreaming
Viral memes may be hitting Hollywood. Director, Michael Bay, and producer, Adam Goodman, recently announced that a ‘Skibidi Toilet’ Film and TV Franchise is in the works, stemming from Alexey Gerasimov’s viral animated video series, which is popular with Generation Alpha.
IN CULTURE
Brands are quickly jumping on these new vocabulary words and integrating them into their marketing approach, especially on social. Across Instagram and TikTok, well-known brands such as Wendy’s and Chipotle, and smaller business like the Northumberland Zoo, are integrating slang in their social content and copy. Many brands are also giving the floor to their Gen-Z social media managers as they hop on the ‘Letting your Gen-Z employee write your marketing script’ and ‘Asked my Gen-Z employee to edit a video for me’ trends.
BRINGING IT TO LIFE
IN SPORT
ON SOCIAL
While not right for every brand, when forging relationships with Gen Z, brands should demonstrate an understanding of their consumer through lingo and nuances.
The Brooklyn Nets and the Barclays Center recently collaborated with 'Life on Film' to showcase their fan appreciation night through the eyes of fans. As they provided attendees with digital cameras to capture their night at the arena, they relied on fans to capture their promotional content.
ON SOCIAL
We're seeing brands like Marc Jacobs and Loewe run successful campaigns when tapping into creators across all intersections - comedy, food, beauty, fashion, lifestyle, and more - providing them with their products and letting creators do the rest.
IN SPORT
BRINGING IT TO LIFE
Consider tapping into talent creators of all genres to do what they do best, and allow them to develop unique content on their own. Put trust in creators to allow them to bring your brand and messaging to life in their own way, that will genuinely resonate with consumers – for better talent relationships and even better social results.
WHAT IS ON THE RISE
Viewers are rewarding brands that are partnering with creators that may not be their typical brand fit and giving them creative freedom to craft content that resonates authentically with their audiences. The prototype of the right fit for a brand is completely being redefined as culture continues to blend. This approach puts the "content" back in content marketing. WHY IS IT ON THE RISE This shift reflects a growing recognition of the unique storytelling abilities and audience understanding that creators and fans bring to the table, allowing brands to engage more organically with their target. It also ties into consumers' call for authenticity from brands, preferring natural brand integrations to monotone scripted messaging.
Creator-Conscious
Emerging
Examples include marketing a watch submerged in a martini or depicting a lobster with luxury shoes; food and drink are used to symbolize what we value in contemporary culture. These juxtapositions not only emphasize luxury and indulgence but also reflect deeper meanings about lifestyle preferences, status, and personal identity. In this way, food and its cultural associations serve as powerful visual metaphors that convey complex messages and aspirations.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' at Chase Center, brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE The intersections of fashion, food, and culture are increasingly intertwined, influencing each other's aesthetics. Platforms like TikTok showcase how creators blend styles like the 'mob wife' aesthetic into their culinary creations, revealing that food serves not only as nourishment but also as a canvas for personal style, status, and aesthetic expression. WHY IS IT ON THE RISE With rising food prices and inflation - food is being seen as decadence in the way aesthetics are - affecting how it is being integrated in branding to market identity, status and cultural symbolism. Brands are leveraging food not just for visual appeal but also to connect with consumers on a deeper, more personal level.
Chef's Kiss
Mainstreaming
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Leverage the intersections between food and fashion or food and sports to develop deeper connections with consumers through their senses. Whether it is a culinary experience in a unique location or creating content around athletes favorite foods. One thing unifies us all - we got to eat.
The “Brat Summer” trend has significantly influenced culture, notably impacting the launch of Kamala Harris’ presidential campaign as she re-branded into a “brat” icon and generated substantial buzz among a younger demographic.
IN CULTURE
At its heart, "Brat" celebrates vulnerability on your own terms, a theme that resonated with Olympic athletes during the “Brat-lympics.” We witnessed athletes exchanging greetings with the viral ‘Apple Dance,’ inspired by the track ‘Apple,’ and donning signature green to honor the brat ethos. This celebration of openness and connection showcased how sports can mirror larger cultural themes.
BRINGING IT TO LIFE
WHAT IS ON THE RISE “Brat Summer” is a trend inspired by Charli XCX’s album “Brat,” which has captured the zeitgeist with its edgy, Y2K-inspired fashion and carefree, bold mindset. This trend is characterized by a distinctive style that combines elements of a party girl lifestyle with a polished edge, creating a unique and rebellious look. The aesthetic is defined by its signature lime green color, minimalistic design, and a celebration of imperfections. WHY IS IT ON THE RISE The rise of “Brat Summer” can be seen as a reaction to the pervasive culture of toxic positivity and the pressure to maintain a perfect image. In a world where social media often showcases idealized versions of life, “Brat Summer” offers a refreshing counter-narrative. It celebrates authenticity, flaws, and the full spectrum of human emotions. This trend taps into the desire for genuine self-expression and the rejection of unrealistic standards.
Brat Summer
Declining
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
The key takeaway is less about “Brat Summer” and more about how brands can integrate into cultural moments. Be timely. Take part in cultural trends with agility and creativity when they are authentic to your brand and audience. By closely monitoring social media conversations and engaging in real-time marketing, brands can become relevant players in cultural conversations.
Emerging - Experiential
BRINGING IT TO LIFE
The focus is on marketing that transports the viewer into a realm where the experience transcends the brand itself, creating a larger-than-life experience. Challenger brands in all disciplines can look to this trend to construct their own immersive worlds that integrate into daily life, surprising and delighting.
WHAT IS ON THE RISE There has been a rise in immersive experiences that blend elements of urban environments with fantastical themes. These experiences transport participants into ethereal realms where the boundaries between urban landscapes and fantasy worlds dissolve, creating captivating environments that celebrate creativity, innovation, and futuristic lands.
WHY IS IT ON THE RISE In order to cut through the noise, brands are incorporating moments of performance art and theatrics to delight people on their commutes or going about their shopping routines - incorporating horizons, skylines, or rooftops for consumers to gaze upward and encounter something fantastical. IN CULTURE From looking at the New York City skyline and seeing a dragon wrapping around the top of the Empire State Building, to strolling through the streets and being invited to experience a Bridgerton era promenade, to Porsche making a spectacular appearance in an alluring Electric Garden art installation in front of Soho House, we're seeing this theme come to life amongst New York’s concrete jungle.
Urban Fantasy
The “Brat Summer” trend has significantly influenced culture, notably impacting the launch of Kamala Harris’ presidential campaign as she re-branded into a “brat” icon and generated substantial buzz among a younger demographic.
IN CULTURE
At its heart, "Brat" celebrates vulnerability on your own terms, a theme that resonated with Olympic athletes during the “Brat-lympics.” We witnessed athletes exchanging greetings with the viral ‘Apple Dance,’ inspired by the track ‘Apple,’ and donning signature green to honor the brat ethos. This celebration of openness and connection showcased how sports can mirror larger cultural themes, illustrating that vulnerability is a strength both on and off the field. Source
BRINGING IT TO LIFE
WHAT IS ON THE RISE “Brat Summer” is a trend inspired by Charli XCX’s album “Brat,” which has captured the zeitgeist with its edgy, Y2K-inspired fashion and carefree, bold mindset. This trend is characterized by a distinctive style that combines elements of a party girl lifestyle with a polished edge, creating a unique and rebellious look. The aesthetic is defined by its signature lime green color, minimalistic design, and a celebration of imperfections. WHY IS IT ON THE RISE The rise of “Brat Summer” can be seen as a reaction to the pervasive culture of toxic positivity and the pressure to maintain a perfect image. In a world where social media often showcases idealized versions of life, “Brat Summer” offers a refreshing counter-narrative. It celebrates authenticity, flaws, and the full spectrum of human emotions. This trend taps into the desire for genuine self-expression and the rejection of unrealistic standards.
Brat Summer
Declining
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
The key takeaway is less about “Brat Summer” and more about how brands can integrate into cultural moments. Be timely. Take part in cultural trends with agility and creativity when they are authentic to your brand and audience. By closely monitoring social media conversations and engaging in real-time marketing, brands can become relevant players in cultural conversations.
McDonald’s is bringing back Snack Wraps (discontinued in 2016), and J.Crew is relaunching their celebrated catalogs. These moves exemplify how brands leverage ‘nowstalgia’ to reconnect with consumers. Netflix has also joined in on the trend, releasing a sleeping bag designed to look like their iconic red DVD envelope after hearing consumers missed the aesthetic, blending the trend with a touch of humor.
IN CULTURE
BRINGING IT TO LIFE
WHAT IS ON THE RISE We're entering the era of ‘nowstalgia,’ where the rapid pace of culture makes us yearn for experiences and products we’ve only just left behind. This phenomenon is fueling a resurgence of products, as brands seek to harness the immediate nostalgia that consumers feel for recent moments. It’s a unique reaction to the fleeting nature of today’s trends, prompting a revival of the familiar in a fast-moving world. WHY IS IT ON THE RISE A post-pandemic world is speeding up the nostalgia cycle. Nostalgia – a longing or yearning for the past – has power over consumers, who eagerly snap up products reissued in vintage packaging, or new takes on childhood favorites. Brands seize the rose-colored yearning of memory to elicit strong feelings and positive associations, to ultimately move products off shelves.
Nowstalgia
Mainstreaming
IN SPORT
"College Football 25" is a popular game that has returned after a decade, to the enthusiasm of millennial gamers. The EA Sports College Football series was a top five sports title in North America from 2005 to 2014. The new game boasts an intricate Dynasty mode and smooth gameplay, enabling players to build and manage their own college football teams, evoking a strong sense of nostalgia amongst fans.
Brands can bring the 'nowstalgia' trend to life by exploring various ways to evoke fond memories from recent years. This could include relaunching popular products with a twist, hosting themed events that celebrate more recent moments in pop culture, or leveraging social media to encourage consumers to share their own memories. .
As brand partnerships in IP continue to become more mainstream, there is an emerging opportunity to support grassroots projects and look beyond traditional rights-holders as consumer attention becomes more democratized and a rising Tier 2 industry emerges within IP.
BRINGING IT TO LIFE
Emerging - Media
For the Art of It
WHAT IS ON THE RISE There is a growing trend in media favoring the underdog. With increasing over-monetization and oversaturation of content often seen as corrupting artistic integrity, Gen-Z is increasingly turning to small creators, independent filmmakers, and emerging artists as their preferred sources of content consumption. WHY IS IT ON THE RISE According to a Schoology survey, 71% believe that Gen-Z is more inclined towards indie, folk, and alternative styles compared to previous generations. This shift is attributed to the influence of social media, where users can curate for each other targeted recommendations across music, film, and entertainment. IN CULTURE Whether it be ‘Saltburn’, ‘Civil War’, or 'Hades 2', contained artistic experiences are returning to TV, film, and gaming. Consumers are exhausted by the oversaturation of franchise IP through cinematic universes, sequels, and reboots. As major IP like Marvel scales down their yearly releases (reducing to two TV shows and three movies) individual contained stories are returning to the spotlight within popular culture.
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WHAT IS ON THE RISE? This resurgence of country culture isn't merely confined to music but has entered various facets of society, from fashion runways to social media trends. WHY IS ON THE RISE? This is not necessarily a rebranding, but a retaking—a bold step toward reclaiming a narrative that has long excluded non-white voices. What distinguishes this revival is its departure from clichéd stereotypes, offering a nuanced portrayal of modern Americana that reflects deeper societal shifts.
Rebranding Americana?
Americana aesthetics are broadening, with artists like Beyoncé in her newest album, Cowboy Carter. This reflects an expanding definition of Country, while maintaining its core emphasis on storytelling and emotional resonance.
IN CULTURE
ON SOCIAL
From line dancing trends to Gen Z's thrift store hunts for vintage Ralph Lauren American Flag sweaters, platforms like TikTok have seen a surge in Americana-inspired fashion. Despite the prevalence of American flag paraphernalia, Gen Z's engagement with this trend often transcends political connotations, viewing it through a lens of aesthetic nostalgia rather than a political statement.
Mainstreaming
BRINGING IT TO LIFE
Brands can engage with the Americana aesthetic by honoring authentic American heritage, such as Ralph Lauren's collaboration with Navajo weavers or Louis Vuitton's inspiration from the rich history of the Cowboy. This allows them to stay true to their values while embracing the diverse tapestry of true America.
Peacock signed #1 female podcaster, Alex Cooper, to host live interactive watch parties throughout the Olympics. As a largely followed creator and host with a loyal audience, in addition to having a D1 athletic background, Cooper was a clever pick to bring in new viewers.
IN CULTURE
TikTok was the place to be when following this year’s Games. NBC and TikTok tapped radio host and creator, Josh ‘Bru’ Brubaker, to cover the Olympics on TikTok live from the Team USA House. Many athletes rose to the top as they covered their experiences in the Olympic Village, such as rugby player Ilona Maher with her ‘Love Island’ series, and swimmer Henrik Christiansen, who was dubbed the ‘Olympic Muffin Man’ after documenting his obsession with the Olympic Village’s chocolate muffins. Several influencers attended the Games with various brands, both sponsors and non-sponsors of the Games, to show off their experience at the largest global sporting event of the year.
BRINGING IT TO LIFE
WHAT IS ON THE RISE The 2024 Paris Olympics marked the first Games set against the backdrop of a dominant influencer culture, following the Tokyo Games, which were held without spectators due to the pandemic. Influencers, creators, and athletes fully embraced their roles, taking center stage both online and in Paris. And some fans appeared to be more interested in the storytelling around the Olympics and the athletes, rather than the competition itself. WHY IS IT ON THE RISE Younger audiences, who historically haven’t been as engaged with the Olympics and Paralympics, are now being hooked through their favorite creators. Ahead of the Games, 34% of fans reported that they would be following events through social media rather than live TV (YouGov). As the Games naturally appeared more on their feeds, they we’re more likely to tune in and follow along.
The Olympic Influencer Games
Declining
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
ON SOCIAL
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Time has shown that online personalities are a key channel to connect with younger audiences. As these figures become increasingly involved in cultural and sporting events, the distinctions between influencers, athletes, media personalities, and celebrities are becoming less clear. It is important to not count out the smaller following athletes with dedicated engagement, or the mega influencers whose channels don’t directly align with sports. The key is to have personalities that pop from feeds + connect.
WHAT IS ON THE RISE? Consumers are celebrating the rejection of traditional notions of success and ‘get-your-life-together’ resolutions. The goal is to instead discover balance and contentment outside of conventional measures of ambition. WHY IS THIS ON THE RISE? Needing second streams of income to survive has created a heavy burden for younger generations. Gen-Z is notoriously self aware and often cope from the systems they cannot effect through making & engaing with content—effectively making their feelings (in this case burnout) an aesthetic to relate and replicate.
Anti-Ambition
Established
SOFT GIRL LIFE The Soft-Girl Life is the embrace of leisure and self-care. From skincare brands championing holistic well-being to trading in hardcore HIIT workouts for leisurely “cozy cardio."
IN CULTURE
CORPORATE MADE COMEDY Young people dubious about ambition’s effects are lapping up American TikTok comedians’ fictional depictions of exaggerated corporate servitude. Like @lisabevolving posts as ‘Corporate Erin’, who can only speak in office jargon, to @nicoleolived is ‘Non-Profit Boss’ who points out the flaws in an enviorment that is supposed to be for the greater good.
ON SOCIAL
BRINGING IT TO LIFE
Brands should understand not only the surface-level manifestations of a trend but also the deeper motivations and values driving it. By encouraging wellness and health over productivity, brands can foster a more supportive and empathetic environment for their consumers.
Unexpected partnerships and collaborations cut through the noise and showcase the reality that fans are multifaceted. Venturing into unexpected territories can actually be a powerful statement communicating your brand is not confined by outdated stereotypes.
BRINGING IT TO LIFE
Emerging
WHAT IS ON THE RISE? Beauty has entered the sponsorship chat. Viewed as juxtapositions of one another, beauty brands are finally making their way into the world of sport, but with the twist of playing in male dominated sports like F1 & men's college basketball. WHY IS IT ON THE RISE? The traditional gender barriers that may have kept beauty brands out of the global sport conversation previously are being rejected & questioned by the rising generations. IN SPORT In February, Charlotte Tilbury was driving glamour when they announced its inaugural global sports sponsorship, marking a historic moment as the first female-founded brand and beauty brand to align with F1. And most recently Sally Hansen signed Jared McCain in celebration or his nail styling on the court, sparking major conversation.
The Beauty of Sport
Viral memes may be hitting Hollywood. Director, Michael Bay, and producer, Adam Goodman, recently announced that a ‘Skibidi Toilet’ Film and TV Franchise is in the works, stemming from Alexey Gerasimov’s viral animated video series, which is popular with Generation Alpha.
IN CULTURE
Brands are quickly jumping on these new vocabulary words and integrating them into their marketing approach, especially on social. Across Instagram and TikTok, well-known brands such as Wendy’s and Chipotle, and smaller business like the Northumberland Zoo, are integrating slang in their social content and copy. Many brands are also giving the floor to their Gen-Z social media managers as they hop on the ‘Letting your Gen-Z employee write your marketing script’ and ‘Asked my Gen-Z employee to edit a video for me’ trends.
BRINGING IT TO LIFE
WHAT IS ON THE RISE We’re seeing a rapid proliferation of Gen-Z and Gen-Alpha lingo, as new words and phrases are continuously being added to their personal dictionaries to communicate in person and on social media. Brands are beginning to bridge the communication gap and leverage this unique way of speaking to reach consumers. WHY IS IT ON THE RISE Self-expression and identity are highly valued by the younger generations. By having their own lingo, they feel closer to their fellow peers while differentiating themselves from older generations. The growth of social media has also allowed for the accelerated creation and distribution of new slang, stemming from the fact that brevity is essential when speaking on social.
The Gen-Alphabet
Mainstreaming
IN SPORT
ON SOCIAL
For brands to connect with a younger consumer base, you must truly talk the talk. To avoid coming off as 'cringe'—another Gen Z term worth noting—be mindful of authenticity and relevance. This approach will significantly enhance your ability to build genuine relationships and attract a younger fanbase.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The notion of life stages is rapidly evolving, challenging traditional concepts of a linear progression from youth to adulthood. Influencers, often presenting unrealistic lifestyles, increasingly diverge from the realities faced by most people. A substantial 43% of Gen-Z respondents (aged late 20s or younger) and 41% of millennials (late 20s to early 40s) report experiencing money dysmorphia. WHY IS IT ON THE RISE This blurring of life stages is exacerbated by social media, where conflicting messages about money—from financial prudence to lavish spending (prominently featured by influencers)—distort perceptions of what success is among young adults with regular lifestyles.
Adulting Dysmorphia
Mainstreaming
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful lovable built .
About one third of the generation's adults live with their parents and plan on staying with them as a long-term housing solution. Others are sleeping in living rooms, rushing moving in with their partners and migrating out of big cities.
IN CULTURE
ON SOCIAL
TikTok star Halley McGookin's viral video, in which she purchased a house and car in the same day, sparked a frenzy of imitators dancing on TikTok to secure their own slice of luxury, like houses in the Hamptons. Meanwhile, influencers like Dave Ramsey advocate for frugality and savings trends such as "no spend" challenges and "cash stuffing," reflecting a broader cultural shift where financial choices are public performances influencing a generation's spending habits.
BRINGING IT TO LIFE
Catering to traditional demographic data like age and marital status is no longer sufficient. Brands can acknowledge and establish connection points that cater to the diverse stages of life, whether individuals are still living with their parents or navigating other transitional phases.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE? The notion of life stages is being challenged and reshaped. There is no longer a neatly defined beginning, middle and end. As we look at influencers for guidance, we often find their situations don't mirror those of most people around us. 43% of Gen Z respondents, who are in their late 20s or younger, and 41% of millennial respondents, who are in their late 20s to early 40s, said they experienced money dysmorphia. WHY IS IT ON THE RISE? Social media bombards its users with conflicting messages about money. While some creators advocate for savvy financial habits, others flaunt luxurious lifestyles, creating a distorted view of financial success among young viewers with regular jobs and lifestyles.
Adulting Dysmorphia
Mainstreaming
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful lovable built .
About one third of this generation's adults live with their parents and plan on staying with them as a long-term housing solution. Others are sleeping in living rooms, rushing moving in with their partners and migrating out of big cities.This mismatch can create a distorted perception of what constitutes normal or achievable in terms of lifestyle and financial success for young adults today.
IN CULTURE
ON SOCIAL
TikTok star Halley McGookin's viral video, in which she purchased a house and car in the same day, sparked a frenzy of imitators dancing on TikTok to secure their own slice of luxury, like houses in the Hamptons. Meanwhile, influencers like Dave Ramsey advocate for frugality and savings trends such as "no spend" challenges and "cash stuffing," reflecting a broader cultural shift where financial choices are public performances influencing a generation's spending habits.
BRINGING IT TO LIFE
Catering to traditional demographic data like age and marital status is no longer sufficient. Brands can acknowledge and establish connection points that cater to the diverse stages of life, whether individuals are still living with their parents or navigating other transitional phases.
Destination trips to live sporting events provide opportunities for brands to connect to travelers looking for activities outside of the event. Wimbledon and the US Open are renowned for their collaborations with restaurants and brands during tournaments. Companies can leverage this trend by providing tailored experiences, services, and products for sports travelers.
BRINGING IT TO LIFE
Emerging
WHAT IS ON THE RISE? Pack your jerseys because the era of sports tourism is on the rise. Fans are eager for live action and with that, sports tourism is one of the fastest-growing sectors in the travel industry, with 67% of Millennials and Gen Z interested in travelling for sporting events (American Express 2024 Travel Trends). WHY IS IT ON THE RISE? With the steady decrease in work life balance due to the new world of hybrid structures consumers are leveraging their PTO with more emphasis on exploration. And the globalization of sport has increased global fans, as well as the interest in witnessing favorite teams and athletes worldwide. So it makes perfect sense why fans are combining what they need (escape) and what they love (sports). IN SPORTS Celebrities and fans alike journeyed from far and wide to witness the highly anticipated MLS debut of soccer legend Lionel Messi with Inter Miami, creating a buzz of excitement and anticipation both on and off the field.
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Lunch & Learn - MKTG Q3 Trend Report
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Transcript
MKTG Q3 Trend Report
Let's get trendy.
SHOW ME THE TRENDS!
Click here to learn more about our trend philosophy.
Click here to take a look back at our Q1 Trends.
Click here to take a look back at our Q2 Trends.
Our Philosophy
Our Purpose Provide clients with knowledge and tools to apply current trends and news to sports + entertainment marketing efforts in an informed, intentional, and impactful manner. Our Product A breakdown of macro and micro trends that drove culture in Q3 of 2024 , including background and how we see it manifesting in the world around us across sports, culture, and/or social. At the top left of each trend, we call out where it is in the trend cycle (i.e. emerging, mainstreaming, and declining. )
A trend is more than a fleeting moment; it is often a signifier of a larger story around how our society is processing through, adapting to, and evolving the world. We believe a true trend reveals itself across industries & platforms (i.e., sports, culture, social) becoming culture.
SHOW ME THE TRENDS!
Off The Grid
CULTURE
SOCIAL
CULTURE
Sport
Brat Summer
The Gen-Alphabet
rt
CLRE
social
Culture
Nowstalgia
SPORT
CULTURE
Q3
2024
Weird-vertising
CULTURE
SOCIAL
The Olympic Influencer Games
SOCIAL
SCIAL
CUTURE
SOCIAL
SPORT
Creator-Conscious
Adulting Dysmorphia
CULTURE
SOCIAL
Back to Analog
CULTURE
SOCIAL
CULTURE
Sport
Chef's Kiss
Culture
For the Art of It
CUTURE
Urban Fantasy
CULTURE
Q2
2024
Anti-Ambition
CULTURE
SOCIAL
CULTURE
SOCIAL
New Age x Nostalgia
Main CharacterMascots
SPORTS
SOCIAL
CULTURE
SOCIAL
Rebranding Americana?
SPORTS
The Beauty of Sports
SPORTS
Away "Away" Games
SOCIAL
Human Curation Craze
Q1
2024
Question
If you could create a day-long retreat without technology, what activity would fill your time?
Submit your answer in the Teams chat.
Question
Who do you think will be the 'Artist of the Summer' in 2025?
Submit your answer in the Teams chat.
Question
What's something from this year you think people will end up being nostalgic for?
Submit your answer in the Teams chat.
Question
What's your most used 'gen-alphabet' word?
Submit your answer in the Teams chat.
Question
Who is your favorite influencer you saw show up at the Olympics?
Submit your answer in the Teams chat.
Question
What's a 'weird' ad you've seen over the years that's stuck with you?
Submit your answer in the Teams chat.
Mainstreaming
BRINGING IT TO LIFE
Confusion, comedy, and maybe a dash of horror creates the perfect recipe for content that leaves the audience baffled, lingering to digest what they’ve just seen. In today’s media landscape, bizarreness is the new cool—a form of social currency brands can leverage to spark conversation and/or cement their place in the cultural zeitgeist. The braver the concept, the better the impact, as the unexpected proves paramount in capturing fleeting attention spans.
WHAT IS ON THE RISE Today's brands are taking the risk of leveraging their IP to create shock value, abandoning the rigid corporate messaging of the past in favor of zany, surreal, and downright weird content. WHY IS IT ON THE RISE In our oversaturated market, audiences tend to crave uniqueness and creativity. And while “weird” ads aren’t new – think Quiznos Spongmonkeys or Skittles’ Long Beard and Umbilical Cord Mother’s Day campaigns – the bar for absurdity has risen to unprecedented heights. ON SOCIAL We’re seeing brands get bizarre on social, particularly Nutter Butter. Nutter Butter’s TikTok account is going viral for its unhinged and avant-garde content that really gets you thinking who in the world comes up with this stuff. Their unexplainable content that includes surreal imagery, jump scares, and cryptic messages, is getting everyone on the internet intrigued and talking.
Weird-vertising
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The demand for exploratory travel is on the rise, igniting significant interest in camping and outdoor hospitality for 2024. This trend reflects a growing desire among travelers to seek unique, immersive experiences in nature. WHY IS IT ON THE RISE This trend reflects a need to unplug and escape the digital world, as people crave tranquility and a stronger connection to nature. The desire to step away from everyday distractions drives individuals toward outdoor adventures (think anywhere without phone signal). Searches for “digital detox” among users aged 18 to 24 are rising significantly, increasing by 80% on Pinterest.
Off the Grid
Mainstreaming
Mountain Dew and BÉIS are both tapping into the growing trend of outdoor adventure and national park exploration. Mountain Dew celebrated the “Mountain Time Zone” with free drinks and a month-long road trip near national parks, while BÉIS launched their limited-edition “Utility Collection” with pop-up shops at parks like Yosemite and Zion. Both brands are encouraging people to embrace the great outdoors with unique events, exclusive merchandise, and engaging activities.
IN CULTURE
ON SOCIAL
The “This and Yap” social trend highlights the joy of partaking in activities you love while enjoying the pleasure of togetherness and yapping away with those close to you. This trend embodies a cultural shift towards appreciating simple, authentic experiences and a deeper connection with nature. The essence of this trend lies in the idea that nothing beats sharing a genuine moment and chatting with a friend in the great outdoors.
BRINGING IT TO LIFE
Don’t overthink it, this is about enjoying what is natural and simple. Brands can effectively leverage the rising demand for escapism by creating authentic experiences that transport consumers into the great outdoors through social storytelling.
IN SPORT
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
For Valentine's Day, Sweethearts celebrated the somewhat blurry relationship dynamic that is all too common for Gen Z. The printing on Sweethearts isn't always perfect and this is a humurous way of embracing imperfections and tapping into pop culture. This created much buzz on social, engaging Gen Z's love for irony and self awareness in modern romance.
IN CULTURE
The Mean Girls remake stands out as a prime example, skillfully updating a beloved movie to appeal to a modern audience while preserving the essence of what made it special. By maintaining many of the original's iconic one-liners and humor, it strikes a balance between nostalgia and relevance, showcasing the enduring appeal of the movie.
ON SOCIAL
BRINGING IT TO LIFE
Nostalgia marketing opportunities extend beyond simply relaunching old products or giving them a modern twist. Nostalgia can be an interpretation of the past, not necessarily a reliving. It can be as simple as incorporating the familiar comfort that comes with a shared experience.
WHAT IS ON THE RISE? New-age nostalgia blends the retro aesthetics of yesteryears with contemporary norms. Leveraging old IP to garner new attention has become a new norm in marketing since 2018 as it allows audiences from a variety of demos to still feel represented in the content or media at hand. Though previlent the adaptations of this trend are relevant. WHY IS IT ON THE RISE? Nostalgia is a universal human experience, evoking strong positive emotional connections among consumers. By incorporating elements from the past into modern contexts, brands and creators tap into this emotional reservoir, offering a sense of familiarity and comfort alongside innovation.
New-Age x Nostalgia
Declining
WHAT IS ON THE RISE We're entering the era of ‘nowstalgia,’ where the rapid pace of culture makes us yearn for experiences and products we’ve only just left behind. This phenomenon is fueling a resurgence of products, as brands seek to harness the immediate nostalgia that consumers feel for recent moments. It’s a unique reaction to the fleeting nature of today’s trends, prompting a revival of the familiar in a fast-moving world. WHY IS IT ON THE RISE A post-pandemic world is speeding up the nostalgia cycle. Nostalgia – a longing or yearning for the past – has power over consumers, who eagerly pick up products reissued in vintage packaging, or new takes on childhood favorites. Brands seize the rose-colored yearning of memory to elicit strong feelings and positive associations, to ultimately move products off shelves.
Nowstalgia
Mainstreaming
McDonald’s is bringing back Snack Wraps (discontinued in 2016), and J.Crew is relaunching their celebrated catalogs. These moves exemplify how brands leverage ‘nowstalgia’ to reconnect with consumers. Netflix has also joined in on the trend, releasing a sleeping bag designed to look like their iconic red DVD envelope after hearing consumers missed the aesthetic, blending the trend with a touch of humor.
IN CULTURE
BRINGING IT TO LIFE
IN SPORT
"College Football 25" is a popular game that has returned after a decade, to the enthusiasm of millennial gamers. The EA Sports College Football series was a top five sports title in North America from 2005 to 2014. The new game boasts an intricate Dynasty mode and smooth gameplay, enabling players to build and manage their own college football teams, evoking a strong sense of nostalgia amongst fans.
Brands can bring the 'nowstalgia' trend to life by exploring various ways to evoke fond memories from recent years. This could include relaunching popular products with a twist, hosting themed events that celebrate more recent moments in pop culture, or leveraging social media to encourage consumers to share their own memories.
Peacock signed #1 female podcaster, Alex Cooper, to host live interactive watch parties throughout the Olympics. As a largely followed creator and host with a loyal audience, in addition to having a D1 athletic background, Cooper was a clever pick to bring in new viewers.
IN CULTURE
TikTok was the place to be when following this year’s Games. NBC and TikTok tapped radio host and creator, Josh ‘Bru’ Brubaker, to cover the Olympics on TikTok live from the Team USA House. Many athletes rose to the top as they covered their experiences in the Olympic Village, such as rugby player Ilona Maher with her ‘Love Island’ series, and swimmer Henrik Christiansen, who was dubbed the ‘Olympic Muffin Man’ after documenting his obsession with the Olympic Village’s chocolate muffins. Several influencers attended the Games with brands, both sponsors and non-sponsors of the Games, to show off their experience at the largest global sporting event of the year.
BRINGING IT TO LIFE
WHAT IS ON THE RISE The 2024 Paris Olympics marked the first Games set against the backdrop of a dominant influencer culture, following the Tokyo Games, which were held without spectators due to the pandemic. Influencers, creators, and athletes fully embraced their roles, taking center stage both online and in Paris. And some fans appeared to be more interested in the storytelling around the Olympics and the athletes, rather than the competition itself. WHY IS IT ON THE RISE Younger audiences, who historically haven’t been as engaged with the Olympics and Paralympics, are now being hooked through their favorite creators. Ahead of the Games, 34% of fans reported that they would be following events through social media rather than live TV (YouGov). As the Games naturally appeared more on their feeds, they were more likely to tune in and follow along.
The Olympic Influencer Games
Declining
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
ON SOCIAL
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Time has shown that online personalities are a key channel to connect with younger audiences. As these figures become increasingly involved in cultural and sporting events, the distinctions between influencers, athletes, media personalities, and celebrities are becoming less clear. It is important to not count out the smaller following athletes with dedicated engagement, or the mega influencers whose channels don’t directly align with sports. The key is to have personalities that pop from feeds + connect.
Mainstreaming
BRINGING IT TO LIFE
Confusion, comedy, and maybe a dash of horror creates the perfect recipe for content that leaves the audience baffled, lingering to digest what they’ve just seen. In today’s media landscape, bizarreness is the new cool—a form of social currency brands can leverage to spark conversation and/or cement their place in the cultural zeitgeist. The braver the concept, the better the impact, as the unexpected proves paramount in capturing fleeting attention spans.
WHAT IS ON THE RISE Today's brands are redefining social media norms, abandoning the rigid corporate messaging of the past in favor of zany, surreal, and downright weird content. WHY IS IT ON THE RISE In our oversaturated market, audiences tend to crave uniqueness and creativity. And while “weird” ads aren’t new – think Quiznos Spongmonkeys or Skittles’ Long Beard and Umbilical Cord Mother’s Day campaigns – the bar for absurdity has risen to unprecedented heights. ON SOCIAL We’re seeing brands get bizarre on social, particularly Nutter Butter. Nutter Butter’s TikTok account is going viral for its unhinged and avant-garde content that really gets you thinking who in the world comes up with this stuff. Their unexplainable content that includes surreal imagery, jump scares, and cryptic messages, is getting everyone on the internet intrigued and talking.
Weird-vertising
Established
IN SPORT
Main Character Mascots
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WHAT IS ON THE RISE? XXX WHY IS IT ON THE RISE? XXX
ON SOCIAL
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BRINGING IT TO LIFE
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WHAT IS ON THE RISE As an anti movement to AI and digital platforms, there is a resurgence in appreciation for tangible, hands-on experiences, from immersive games to artisanal craftsmanship. WHY IS IT ON THE RISE In a world where technology is omnipresent, there's a need for genuine, hands-on interactions that provide a feeling of connection and rootedness. This shift also highlights a newfound appreciation for activities and craftsmanship that demand time and meticulous attention - tasks that do not cut corners.
Back to Analog
Emerging
Green Tile Social Club brings together a new generation eager to rediscover Mahjong, while forging friendships. Originating from a desire to rejuvenate Mahjong's appeal among young Asian Americans, the club now hosts regular events across various venues, including Hana House in Oakland and DFW Mahjong in Dallas. Through meet-ups, dinner parties, and corporate gatherings, Green Tile fosters a vibrant community where both seasoned players and newcomers alike can connect and embrace their cultural heritage.
IN CULTURE
There's a noticeable trend towards consuming content that showcases substantial effort and craftsmanship - such as an increase in homesteading creators as well as the popularity of creators like Nara Smith and Ballerina Farm, who craft meals from scratch. This shift highlights a growing appreciation for timely tasks and the dedication required to create something from the ground up.
ON SOCIAL
BRINGING IT TO LIFE
Brands embracing authenticity and simplicity can reconnect with consumers through culturally grounded, human experiences, catering to a younger generation prioritizing tangible interactions amidst online fatigue.
Emerging
BRINGING IT TO LIFE
The key opinion leaders of 2024 will be communities of trusted amateurs. To embody the human-to-human curration craze, brands can collaborate with localized and micro influencers—this could also look like community forums or review sections featured on websites or apps.
WHAT IS ON THE RISE? There is a shift in how consumers are viewing recommendations, putting more importance and value on peer-driven suggestions over algorithmic personalization, in other words everyone can be, “your local neighborhood influencer”. WHY IS IT ON THE RISE? The popularity stems from the feeling that algorithms limit exposure to diverse perspectives and authentic recommendations. As social platforms become saturated with automated content curation, there is a growing recognition of the trust building value of genuine, community-driven interactions. IN CULTURE As people seek genuine connections and trusted advice, formats like PI.FYI and TikTok's R.E.P.O.R.T format (what people are Reading, Eating, Playing, Obsessed with, Recommending and Treating themselves to) are gaining traction.
Human Curration Craze
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful tone to engage younger generations. Having a brand alter ego is a lovable built in brand influencer that can connect beyond the corporate nature.
Ellie the elephant was taking over the headlines for the New York Liberty. Around the playoffs she was the talk of the town for her performances and style. Her presence even garnered a devoted following on TikTok, drawing in individuals who might not typically be drawn to the sport.
IN SPORT
ON SOCIAL
When it comes to best in class memeification marketing the Duo Lingo owl is the one to beat. Most noteably, Duo is known for his social media antics, commenting sometimes unhinged takes. For a playful brand, Duo, adds a little edge, all to the delight of Gen Z.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful tone to engage younger generations. Having a brand alter ego is a lovable built-in brand influencer that can connect beyond corporate nature.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE? Larger than life mascots are infusing much needed personality into major brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings leverage humor to bode connection. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn, brands are looking for unique ways to build their fandom and resonate with a range of audiences. Also who doesn't love a mascot.
Main Character Mascots
Established
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The demand for exploratory travel is on the rise, igniting significant interest in camping and outdoor hospitality for 2024. This trend reflects a growing desire among travelers to seek unique, immersive experiences in nature WHY IS IT ON THE RISE This trend reflects a need to unplug and escape the digital world, as people crave tranquility and a stronger connection to nature. The desire to step away from everyday distractions drives individuals toward outdoor adventures (think anywhere without phone signal). Searches for “digital detox” among users aged 18 to 24 are rising significantly, increasing by 80% on Pinterest.
Off the Grid
Mainstreaming
Mountain Dew and BÉIS are both tapping into the growing trend of outdoor adventure and national park exploration. Mountain Dew celebrated the “Mountain Time Zone” with free drinks and a month-long road trip near national parks, while BÉIS launched their limited-edition “Utility Collection” with pop-up shops at parks like Yosemite and Zion. Both brands are encouraging people to embrace the great outdoors with unique events, exclusive merchandise, and engaging activities.
IN CULTURE
ON SOCIAL
The “This and Yap” social trend highlights the joy of partaking in activities you love while enjoying the pleasure of togetherness and yapping away with those close to you. This trend embodies a cultural shift towards appreciating simple, authentic experiences and a deeper connection with nature. The essence of this trend lies in the idea that nothing beats sharing a genuine moment and chatting with a friend.
BRINGING IT TO LIFE
Don’t overthink it, this is about enjoying what is natural and simple. Brands can effectively leverage the rising demand for escapism by creating authentic experiences that transport consumers into the great outdoors through social storytelling, immersive events, and collaboration with outdoor and conservation organizations.
IN SPORT
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
WHAT IS ON THE RISE We’re seeing a rapid proliferation of Gen-Z and Gen-Alpha lingo, as new words and phrases are continuously being added to their personal dictionaries to communicate in person and on social media. Brands are beginning to bridge the communication gap and leverage this unique way of speaking to reach consumers. WHY IS IT ON THE RISE Self-expression and identity are highly valued by the younger generations. By having their own lingo, they feel closer to their fellow peers while differentiating themselves from older generations. The growth of social media has also allowed for the accelerated creation and distribution of new slang, stemming from the fact that brevity is essential when speaking on social.
The Gen-Alphabet
Mainstreaming
Viral memes may be hitting Hollywood. Director, Michael Bay, and producer, Adam Goodman, recently announced that a ‘Skibidi Toilet’ Film and TV Franchise is in the works, stemming from Alexey Gerasimov’s viral animated video series, which is popular with Generation Alpha.
IN CULTURE
Brands are quickly jumping on these new vocabulary words and integrating them into their marketing approach, especially on social. Across Instagram and TikTok, well-known brands such as Wendy’s and Chipotle, and smaller business like the Northumberland Zoo, are integrating slang in their social content and copy. Many brands are also giving the floor to their Gen-Z social media managers as they hop on the ‘Letting your Gen-Z employee write your marketing script’ and ‘Asked my Gen-Z employee to edit a video for me’ trends.
BRINGING IT TO LIFE
IN SPORT
ON SOCIAL
While not right for every brand, when forging relationships with Gen Z, brands should demonstrate an understanding of their consumer through lingo and nuances.
The Brooklyn Nets and the Barclays Center recently collaborated with 'Life on Film' to showcase their fan appreciation night through the eyes of fans. As they provided attendees with digital cameras to capture their night at the arena, they relied on fans to capture their promotional content.
ON SOCIAL
We're seeing brands like Marc Jacobs and Loewe run successful campaigns when tapping into creators across all intersections - comedy, food, beauty, fashion, lifestyle, and more - providing them with their products and letting creators do the rest.
IN SPORT
BRINGING IT TO LIFE
Consider tapping into talent creators of all genres to do what they do best, and allow them to develop unique content on their own. Put trust in creators to allow them to bring your brand and messaging to life in their own way, that will genuinely resonate with consumers – for better talent relationships and even better social results.
WHAT IS ON THE RISE Viewers are rewarding brands that are partnering with creators that may not be their typical brand fit and giving them creative freedom to craft content that resonates authentically with their audiences. The prototype of the right fit for a brand is completely being redefined as culture continues to blend. This approach puts the "content" back in content marketing. WHY IS IT ON THE RISE This shift reflects a growing recognition of the unique storytelling abilities and audience understanding that creators and fans bring to the table, allowing brands to engage more organically with their target. It also ties into consumers' call for authenticity from brands, preferring natural brand integrations to monotone scripted messaging.
Creator-Conscious
Emerging
Examples include marketing a watch submerged in a martini or depicting a lobster with luxury shoes; food and drink are used to symbolize what we value in contemporary culture. These juxtapositions not only emphasize luxury and indulgence but also reflect deeper meanings about lifestyle preferences, status, and personal identity. In this way, food and its cultural associations serve as powerful visual metaphors that convey complex messages and aspirations.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' at Chase Center, brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE The intersections of fashion, food, and culture are increasingly intertwined, influencing each other's aesthetics. Platforms like TikTok showcase how creators blend styles like the 'mob wife' aesthetic into their culinary creations, revealing that food serves not only as nourishment but also as a canvas for personal style, status, and aesthetic expression. WHY IS IT ON THE RISE With rising food prices and inflation - food is being seen as decadence in the way aesthetics are - affecting how it is being integrated in branding to market identity, status and cultural symbolism. Brands are leveraging food not just for visual appeal but also to connect with consumers on a deeper, more personal level.
Chef's Kiss
Mainstreaming
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Leverage the intersections between food and fashion or food and sports to develop deeper connections with consumers through their senses. Whether it is a culinary experience in a unique location or creating content around athletes favorite foods. One thing unifies us all - we got to eat.
The “Brat Summer” trend has significantly influenced culture, notably impacting the launch of Kamala Harris’ presidential campaign as she re-branded into a “brat” icon and generated substantial buzz among a younger demographic.
IN CULTURE
At its heart, "Brat" celebrates vulnerability on your own terms, a theme that resonated with Olympic athletes during the “Brat-lympics.” We witnessed athletes exchanging greetings with the viral ‘Apple Dance,’ inspired by the track ‘Apple,’ and donning signature green to honor the brat ethos. This celebration of openness and connection showcased how sports can mirror larger cultural themes.
BRINGING IT TO LIFE
WHAT IS ON THE RISE “Brat Summer” is a trend inspired by Charli XCX’s album “Brat,” which has captured the zeitgeist with its edgy, Y2K-inspired fashion and carefree, bold mindset. This trend is characterized by a distinctive style that combines elements of a party girl lifestyle with a polished edge, creating a unique and rebellious look. The aesthetic is defined by its signature lime green color, minimalistic design, and a celebration of imperfections. WHY IS IT ON THE RISE The rise of “Brat Summer” can be seen as a reaction to the pervasive culture of toxic positivity and the pressure to maintain a perfect image. In a world where social media often showcases idealized versions of life, “Brat Summer” offers a refreshing counter-narrative. It celebrates authenticity, flaws, and the full spectrum of human emotions. This trend taps into the desire for genuine self-expression and the rejection of unrealistic standards.
Brat Summer
Declining
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
The key takeaway is less about “Brat Summer” and more about how brands can integrate into cultural moments. Be timely. Take part in cultural trends with agility and creativity when they are authentic to your brand and audience. By closely monitoring social media conversations and engaging in real-time marketing, brands can become relevant players in cultural conversations.
Emerging - Experiential
BRINGING IT TO LIFE
The focus is on marketing that transports the viewer into a realm where the experience transcends the brand itself, creating a larger-than-life experience. Challenger brands in all disciplines can look to this trend to construct their own immersive worlds that integrate into daily life, surprising and delighting.
WHAT IS ON THE RISE There has been a rise in immersive experiences that blend elements of urban environments with fantastical themes. These experiences transport participants into ethereal realms where the boundaries between urban landscapes and fantasy worlds dissolve, creating captivating environments that celebrate creativity, innovation, and futuristic lands. WHY IS IT ON THE RISE In order to cut through the noise, brands are incorporating moments of performance art and theatrics to delight people on their commutes or going about their shopping routines - incorporating horizons, skylines, or rooftops for consumers to gaze upward and encounter something fantastical. IN CULTURE From looking at the New York City skyline and seeing a dragon wrapping around the top of the Empire State Building, to strolling through the streets and being invited to experience a Bridgerton era promenade, to Porsche making a spectacular appearance in an alluring Electric Garden art installation in front of Soho House, we're seeing this theme come to life amongst New York’s concrete jungle.
Urban Fantasy
The “Brat Summer” trend has significantly influenced culture, notably impacting the launch of Kamala Harris’ presidential campaign as she re-branded into a “brat” icon and generated substantial buzz among a younger demographic.
IN CULTURE
At its heart, "Brat" celebrates vulnerability on your own terms, a theme that resonated with Olympic athletes during the “Brat-lympics.” We witnessed athletes exchanging greetings with the viral ‘Apple Dance,’ inspired by the track ‘Apple,’ and donning signature green to honor the brat ethos. This celebration of openness and connection showcased how sports can mirror larger cultural themes, illustrating that vulnerability is a strength both on and off the field. Source
BRINGING IT TO LIFE
WHAT IS ON THE RISE “Brat Summer” is a trend inspired by Charli XCX’s album “Brat,” which has captured the zeitgeist with its edgy, Y2K-inspired fashion and carefree, bold mindset. This trend is characterized by a distinctive style that combines elements of a party girl lifestyle with a polished edge, creating a unique and rebellious look. The aesthetic is defined by its signature lime green color, minimalistic design, and a celebration of imperfections. WHY IS IT ON THE RISE The rise of “Brat Summer” can be seen as a reaction to the pervasive culture of toxic positivity and the pressure to maintain a perfect image. In a world where social media often showcases idealized versions of life, “Brat Summer” offers a refreshing counter-narrative. It celebrates authenticity, flaws, and the full spectrum of human emotions. This trend taps into the desire for genuine self-expression and the rejection of unrealistic standards.
Brat Summer
Declining
IN SPORT
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
The key takeaway is less about “Brat Summer” and more about how brands can integrate into cultural moments. Be timely. Take part in cultural trends with agility and creativity when they are authentic to your brand and audience. By closely monitoring social media conversations and engaging in real-time marketing, brands can become relevant players in cultural conversations.
McDonald’s is bringing back Snack Wraps (discontinued in 2016), and J.Crew is relaunching their celebrated catalogs. These moves exemplify how brands leverage ‘nowstalgia’ to reconnect with consumers. Netflix has also joined in on the trend, releasing a sleeping bag designed to look like their iconic red DVD envelope after hearing consumers missed the aesthetic, blending the trend with a touch of humor.
IN CULTURE
BRINGING IT TO LIFE
WHAT IS ON THE RISE We're entering the era of ‘nowstalgia,’ where the rapid pace of culture makes us yearn for experiences and products we’ve only just left behind. This phenomenon is fueling a resurgence of products, as brands seek to harness the immediate nostalgia that consumers feel for recent moments. It’s a unique reaction to the fleeting nature of today’s trends, prompting a revival of the familiar in a fast-moving world. WHY IS IT ON THE RISE A post-pandemic world is speeding up the nostalgia cycle. Nostalgia – a longing or yearning for the past – has power over consumers, who eagerly snap up products reissued in vintage packaging, or new takes on childhood favorites. Brands seize the rose-colored yearning of memory to elicit strong feelings and positive associations, to ultimately move products off shelves.
Nowstalgia
Mainstreaming
IN SPORT
"College Football 25" is a popular game that has returned after a decade, to the enthusiasm of millennial gamers. The EA Sports College Football series was a top five sports title in North America from 2005 to 2014. The new game boasts an intricate Dynasty mode and smooth gameplay, enabling players to build and manage their own college football teams, evoking a strong sense of nostalgia amongst fans.
Brands can bring the 'nowstalgia' trend to life by exploring various ways to evoke fond memories from recent years. This could include relaunching popular products with a twist, hosting themed events that celebrate more recent moments in pop culture, or leveraging social media to encourage consumers to share their own memories. .
As brand partnerships in IP continue to become more mainstream, there is an emerging opportunity to support grassroots projects and look beyond traditional rights-holders as consumer attention becomes more democratized and a rising Tier 2 industry emerges within IP.
BRINGING IT TO LIFE
Emerging - Media
For the Art of It
WHAT IS ON THE RISE There is a growing trend in media favoring the underdog. With increasing over-monetization and oversaturation of content often seen as corrupting artistic integrity, Gen-Z is increasingly turning to small creators, independent filmmakers, and emerging artists as their preferred sources of content consumption. WHY IS IT ON THE RISE According to a Schoology survey, 71% believe that Gen-Z is more inclined towards indie, folk, and alternative styles compared to previous generations. This shift is attributed to the influence of social media, where users can curate for each other targeted recommendations across music, film, and entertainment. IN CULTURE Whether it be ‘Saltburn’, ‘Civil War’, or 'Hades 2', contained artistic experiences are returning to TV, film, and gaming. Consumers are exhausted by the oversaturation of franchise IP through cinematic universes, sequels, and reboots. As major IP like Marvel scales down their yearly releases (reducing to two TV shows and three movies) individual contained stories are returning to the spotlight within popular culture.
WHAT IS ON THE RISE? This resurgence of country culture isn't merely confined to music but has entered various facets of society, from fashion runways to social media trends. WHY IS ON THE RISE? This is not necessarily a rebranding, but a retaking—a bold step toward reclaiming a narrative that has long excluded non-white voices. What distinguishes this revival is its departure from clichéd stereotypes, offering a nuanced portrayal of modern Americana that reflects deeper societal shifts.
Rebranding Americana?
Americana aesthetics are broadening, with artists like Beyoncé in her newest album, Cowboy Carter. This reflects an expanding definition of Country, while maintaining its core emphasis on storytelling and emotional resonance.
IN CULTURE
ON SOCIAL
From line dancing trends to Gen Z's thrift store hunts for vintage Ralph Lauren American Flag sweaters, platforms like TikTok have seen a surge in Americana-inspired fashion. Despite the prevalence of American flag paraphernalia, Gen Z's engagement with this trend often transcends political connotations, viewing it through a lens of aesthetic nostalgia rather than a political statement.
Mainstreaming
BRINGING IT TO LIFE
Brands can engage with the Americana aesthetic by honoring authentic American heritage, such as Ralph Lauren's collaboration with Navajo weavers or Louis Vuitton's inspiration from the rich history of the Cowboy. This allows them to stay true to their values while embracing the diverse tapestry of true America.
Peacock signed #1 female podcaster, Alex Cooper, to host live interactive watch parties throughout the Olympics. As a largely followed creator and host with a loyal audience, in addition to having a D1 athletic background, Cooper was a clever pick to bring in new viewers.
IN CULTURE
TikTok was the place to be when following this year’s Games. NBC and TikTok tapped radio host and creator, Josh ‘Bru’ Brubaker, to cover the Olympics on TikTok live from the Team USA House. Many athletes rose to the top as they covered their experiences in the Olympic Village, such as rugby player Ilona Maher with her ‘Love Island’ series, and swimmer Henrik Christiansen, who was dubbed the ‘Olympic Muffin Man’ after documenting his obsession with the Olympic Village’s chocolate muffins. Several influencers attended the Games with various brands, both sponsors and non-sponsors of the Games, to show off their experience at the largest global sporting event of the year.
BRINGING IT TO LIFE
WHAT IS ON THE RISE The 2024 Paris Olympics marked the first Games set against the backdrop of a dominant influencer culture, following the Tokyo Games, which were held without spectators due to the pandemic. Influencers, creators, and athletes fully embraced their roles, taking center stage both online and in Paris. And some fans appeared to be more interested in the storytelling around the Olympics and the athletes, rather than the competition itself. WHY IS IT ON THE RISE Younger audiences, who historically haven’t been as engaged with the Olympics and Paralympics, are now being hooked through their favorite creators. Ahead of the Games, 34% of fans reported that they would be following events through social media rather than live TV (YouGov). As the Games naturally appeared more on their feeds, they we’re more likely to tune in and follow along.
The Olympic Influencer Games
Declining
Fashion trends are not just shaping our wardrobes but also influencing our culinary choices, as seen on TikTok where creators are blending the Mob wife aesthetic into meals. This trend highlights how food isn't just about taste but also about aligning with our aesthetic preferences and personal style.
IN CULTURE
The recent collaboration between Chase Sapphire and The Infatuation, 'Dinner On The Court' brought together connoisseurs with a discerning taste for premium experiences. This unique event showcased innovation, blending fine dining with the excitement of the court. A slam dunk in merging luxury and entertainment!
BRINGING IT TO LIFE
WHAT IS ON THE RISE? Millennials and Gen-Z are reshaping food culture with nearly half planning to attend food festivals this summer. With 41% of this group securing hard-to-get reservations just for the experience, food has moved beyond the table, and has become a valued experience and aesthetic. WHY IS IT ON THE RISE? During the pandemic, confined to their homes, cooking transformed from a pesky to-do to a true hobby for a whole new group of people. Now, as people travel again and dine out, they're carrying on this intimate relationship with food and drinks through dopamine dressing and booking experiences centered around food.
Chefs Kiss
Mainstreaming
ON SOCIAL
IN SPORT
People are increasingly choosing food-related activities for leisure and vacations, as well as for the aesthetic. Brands that explore intersections between food and fashion or food and sports not only appeal to diverse fan groups but also enhance the overall experience. By thinking outside the box and recognizing the aesthetic appeal beyond what's on the fork, they create memorable intersections that elevate engagement.
Time has shown that online personalities are a key channel to connect with younger audiences. As these figures become increasingly involved in cultural and sporting events, the distinctions between influencers, athletes, media personalities, and celebrities are becoming less clear. It is important to not count out the smaller following athletes with dedicated engagement, or the mega influencers whose channels don’t directly align with sports. The key is to have personalities that pop from feeds + connect.
WHAT IS ON THE RISE? Consumers are celebrating the rejection of traditional notions of success and ‘get-your-life-together’ resolutions. The goal is to instead discover balance and contentment outside of conventional measures of ambition. WHY IS THIS ON THE RISE? Needing second streams of income to survive has created a heavy burden for younger generations. Gen-Z is notoriously self aware and often cope from the systems they cannot effect through making & engaing with content—effectively making their feelings (in this case burnout) an aesthetic to relate and replicate.
Anti-Ambition
Established
SOFT GIRL LIFE The Soft-Girl Life is the embrace of leisure and self-care. From skincare brands championing holistic well-being to trading in hardcore HIIT workouts for leisurely “cozy cardio."
IN CULTURE
CORPORATE MADE COMEDY Young people dubious about ambition’s effects are lapping up American TikTok comedians’ fictional depictions of exaggerated corporate servitude. Like @lisabevolving posts as ‘Corporate Erin’, who can only speak in office jargon, to @nicoleolived is ‘Non-Profit Boss’ who points out the flaws in an enviorment that is supposed to be for the greater good.
ON SOCIAL
BRINGING IT TO LIFE
Brands should understand not only the surface-level manifestations of a trend but also the deeper motivations and values driving it. By encouraging wellness and health over productivity, brands can foster a more supportive and empathetic environment for their consumers.
Unexpected partnerships and collaborations cut through the noise and showcase the reality that fans are multifaceted. Venturing into unexpected territories can actually be a powerful statement communicating your brand is not confined by outdated stereotypes.
BRINGING IT TO LIFE
Emerging
WHAT IS ON THE RISE? Beauty has entered the sponsorship chat. Viewed as juxtapositions of one another, beauty brands are finally making their way into the world of sport, but with the twist of playing in male dominated sports like F1 & men's college basketball. WHY IS IT ON THE RISE? The traditional gender barriers that may have kept beauty brands out of the global sport conversation previously are being rejected & questioned by the rising generations. IN SPORT In February, Charlotte Tilbury was driving glamour when they announced its inaugural global sports sponsorship, marking a historic moment as the first female-founded brand and beauty brand to align with F1. And most recently Sally Hansen signed Jared McCain in celebration or his nail styling on the court, sparking major conversation.
The Beauty of Sport
Viral memes may be hitting Hollywood. Director, Michael Bay, and producer, Adam Goodman, recently announced that a ‘Skibidi Toilet’ Film and TV Franchise is in the works, stemming from Alexey Gerasimov’s viral animated video series, which is popular with Generation Alpha.
IN CULTURE
Brands are quickly jumping on these new vocabulary words and integrating them into their marketing approach, especially on social. Across Instagram and TikTok, well-known brands such as Wendy’s and Chipotle, and smaller business like the Northumberland Zoo, are integrating slang in their social content and copy. Many brands are also giving the floor to their Gen-Z social media managers as they hop on the ‘Letting your Gen-Z employee write your marketing script’ and ‘Asked my Gen-Z employee to edit a video for me’ trends.
BRINGING IT TO LIFE
WHAT IS ON THE RISE We’re seeing a rapid proliferation of Gen-Z and Gen-Alpha lingo, as new words and phrases are continuously being added to their personal dictionaries to communicate in person and on social media. Brands are beginning to bridge the communication gap and leverage this unique way of speaking to reach consumers. WHY IS IT ON THE RISE Self-expression and identity are highly valued by the younger generations. By having their own lingo, they feel closer to their fellow peers while differentiating themselves from older generations. The growth of social media has also allowed for the accelerated creation and distribution of new slang, stemming from the fact that brevity is essential when speaking on social.
The Gen-Alphabet
Mainstreaming
IN SPORT
ON SOCIAL
For brands to connect with a younger consumer base, you must truly talk the talk. To avoid coming off as 'cringe'—another Gen Z term worth noting—be mindful of authenticity and relevance. This approach will significantly enhance your ability to build genuine relationships and attract a younger fanbase.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE The notion of life stages is rapidly evolving, challenging traditional concepts of a linear progression from youth to adulthood. Influencers, often presenting unrealistic lifestyles, increasingly diverge from the realities faced by most people. A substantial 43% of Gen-Z respondents (aged late 20s or younger) and 41% of millennials (late 20s to early 40s) report experiencing money dysmorphia. WHY IS IT ON THE RISE This blurring of life stages is exacerbated by social media, where conflicting messages about money—from financial prudence to lavish spending (prominently featured by influencers)—distort perceptions of what success is among young adults with regular lifestyles.
Adulting Dysmorphia
Mainstreaming
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful lovable built .
About one third of the generation's adults live with their parents and plan on staying with them as a long-term housing solution. Others are sleeping in living rooms, rushing moving in with their partners and migrating out of big cities.
IN CULTURE
ON SOCIAL
TikTok star Halley McGookin's viral video, in which she purchased a house and car in the same day, sparked a frenzy of imitators dancing on TikTok to secure their own slice of luxury, like houses in the Hamptons. Meanwhile, influencers like Dave Ramsey advocate for frugality and savings trends such as "no spend" challenges and "cash stuffing," reflecting a broader cultural shift where financial choices are public performances influencing a generation's spending habits.
BRINGING IT TO LIFE
Catering to traditional demographic data like age and marital status is no longer sufficient. Brands can acknowledge and establish connection points that cater to the diverse stages of life, whether individuals are still living with their parents or navigating other transitional phases.
WHAT IS ON THE RISE? Main character mascots are infusing major personality into brands. Think about them as the lovable, a little uncontrollable, side of the brand who brings joy, humor, fun, and many times some dance moves. WHY IS IT ON THE RISE? Gen-Z and Gen Alpha are used to a level of stimulation that can make sitting through a full broadcast or ads unbearable. In turn brands are looking for unique ways to build their fandom and resonate with a range of audiences.
Main Character Mascots
Established
WHAT IS ON THE RISE? The notion of life stages is being challenged and reshaped. There is no longer a neatly defined beginning, middle and end. As we look at influencers for guidance, we often find their situations don't mirror those of most people around us. 43% of Gen Z respondents, who are in their late 20s or younger, and 41% of millennial respondents, who are in their late 20s to early 40s, said they experienced money dysmorphia. WHY IS IT ON THE RISE? Social media bombards its users with conflicting messages about money. While some creators advocate for savvy financial habits, others flaunt luxurious lifestyles, creating a distorted view of financial success among young viewers with regular jobs and lifestyles.
Adulting Dysmorphia
Mainstreaming
Ellie the elephant is throwing it back for the New York Liberty - just one example of mascots taking center stage. Sports brands are leveraging these mascots to inject humor and lightheartedness into their campaigns, appealing to younger generations who seek entertainment and engagement beyond traditional sports broadcasts.
IN SPORT
ON SOCIAL
Brands are having mascots contribute to cultural conversations as well as capitalizing on their viral nature. Take, for example, the playful social media antics of the Duo Lingo Owl.
BRINGING IT TO LIFE
Look for light ways to leverage your existing IP or bring in IP that can help associate your brand with a more playful lovable built .
About one third of this generation's adults live with their parents and plan on staying with them as a long-term housing solution. Others are sleeping in living rooms, rushing moving in with their partners and migrating out of big cities.This mismatch can create a distorted perception of what constitutes normal or achievable in terms of lifestyle and financial success for young adults today.
IN CULTURE
ON SOCIAL
TikTok star Halley McGookin's viral video, in which she purchased a house and car in the same day, sparked a frenzy of imitators dancing on TikTok to secure their own slice of luxury, like houses in the Hamptons. Meanwhile, influencers like Dave Ramsey advocate for frugality and savings trends such as "no spend" challenges and "cash stuffing," reflecting a broader cultural shift where financial choices are public performances influencing a generation's spending habits.
BRINGING IT TO LIFE
Catering to traditional demographic data like age and marital status is no longer sufficient. Brands can acknowledge and establish connection points that cater to the diverse stages of life, whether individuals are still living with their parents or navigating other transitional phases.
Destination trips to live sporting events provide opportunities for brands to connect to travelers looking for activities outside of the event. Wimbledon and the US Open are renowned for their collaborations with restaurants and brands during tournaments. Companies can leverage this trend by providing tailored experiences, services, and products for sports travelers.
BRINGING IT TO LIFE
Emerging
WHAT IS ON THE RISE? Pack your jerseys because the era of sports tourism is on the rise. Fans are eager for live action and with that, sports tourism is one of the fastest-growing sectors in the travel industry, with 67% of Millennials and Gen Z interested in travelling for sporting events (American Express 2024 Travel Trends). WHY IS IT ON THE RISE? With the steady decrease in work life balance due to the new world of hybrid structures consumers are leveraging their PTO with more emphasis on exploration. And the globalization of sport has increased global fans, as well as the interest in witnessing favorite teams and athletes worldwide. So it makes perfect sense why fans are combining what they need (escape) and what they love (sports). IN SPORTS Celebrities and fans alike journeyed from far and wide to witness the highly anticipated MLS debut of soccer legend Lionel Messi with Inter Miami, creating a buzz of excitement and anticipation both on and off the field.
Gamebound