Trendhletics: Sports Trend Analysis
Forecasting is a tool that allows us to peek into the future through the form of trends. In 2024 the sports market reached a size of $470.42 billion and is expected to grow to $617.57 billion in 2029. This trajectory of the sports market underscores its deep societal integration, where trends analysis functions as a significant barometer of social change, providing critical insights into the evolution of societal values.
01
The Process
The process starts with three rounds of research, looking for newness.
Then it goes something like this:
1. Take a look at the broad state of culture surrounding sports.
2. Narrow down and patters begin to emerge.
3. Manifestations begin to be pinpointed.
4. Filter into robust trend areas.
5. Analize through a lens of cause and effect.
6. Look at the future, what comes next.
02
The Trends
Runway MVP
Describes the trend of athletes shifting from just players to cultural icons. Although different star players have been endorsed by fashion houses in the past, the synergetic collaboration between fashion and sports is now the norm, and those who can navigate it effortlessly have the upper hand.
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Devotion Drive
Describes the trend of inspiring fan devotion through perceived authenticity. In a world of visibly curated profiles, sport aficionados are craving to find someone genuine, a stand-out to follow. The umpire has called the play: realness is the path to fandom.
Curated Attainability
Describes the trend of using a combination of aspirational and relatable experiences to make people feel like they’re part of the game. After a period of social isolation, individuals are eager for connection, seeking a point of access to be like the people they watch on their screens. Spectators don't want to be on the sidelines anymore, they want to be part of the story.
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03
Thought Starters
After every trend and manifestations a set of thought starters were created, for sports in general, and also for a specific client Souplesse Velo, a Cincinnati native cyclist group. The purpose is to initiate ideation to turn the trends into actionable knowledge.
