Robot Fodder Vol 12
Why 2024's summer of sport is a win for brands
The Euros, Wimbledon and Olympics have been cosmically aligned to make 2024 a summer for the sporting history books, but it’s not just the love of the game driving fandom.
Sport has entered a new era, propelled by consumers’ desire for inclusivity, enjoyment and social interaction. But perhaps the most interesting driver dominating the space is fashion. Unexpected collaborations, high-fashion ceremonial robes and street apparel have made sports the trendiest trend around.
So what’s the recipe behind the relevancy and what can brands learn from leaning into leisure?
Insight
Global interest in sports is on the rise. After years of isolation and health scares, we’re more eager than ever to make the most of life. As a result, togetherness and activity are now top priorities. Recreational activities have shifted their old-fashioned, stuffy reputations and sports themselves have opened up to new audiences by connecting in new ways with TV shows like Drive to Survive, Break Point and Cheer painting sports in a more inclusive and entertaining light.
The fashion at sporting events has always been a hot topic, but now it’s the sport's aesthetic that’s turning heads. Searches for everything from ‘badminton outfit’ to ‘playing badminton aesthetic’ saw up to an 80% uptake on Pinterest in 2024 and it’s not the only sport with influence. From pickleball to tennis, the fusion of fashion and sports is making a racket, especially after the recent success of the film ‘Challengers.’ Despite the high-intensity tennis rallies and ménage à trois relationships, the movie's most intriguing element is the outfits which capture the ‘quiet luxury’ trend we see pop up on and off the court. All proof that we should never underestimate the pulling power of setting a ‘vibe’.
This sports ‘vibe’ is transcending the category and being adopted by brands from all walks of life to create niche consumer experiences. The 1980s-inspired Rochambeau Club uses whimsical behind-the-scenes stories from their imaginary members-only tennis club to playfully create a buzz around the launch of the brand’s new rosé wine, Racquet. Although fictional, the concept behind the club underscores how the sports aesthetic can be leveraged by brands to create richer experiences for their audiences.
The latest Paris Olympics campaign features summer sensation Sabrina Carpenter, sipping an espresso inspired by her hit single. The collab might feel random to some, but the IYKYK approach demonstrates how connecting with a popular something or someone outside of your category can build excitement, broaden audience appeal, and bridge the gap between niche and mainstream.
What’s going on?
Shining a light on sun protection
The Melanoma Fund tunes into the summer of sport to give it a whole new meaning with its ‘Silhouettes' campaign. The campaign raises awareness about the risks of outdoor sports without proper sun protection, particularly in the UK where using sunscreen use during sports is often overlooked.
Skims swims into the Olympics
Kim Kardashian‘s Skims is prepping Team USA for Paris with its new Olympics and Paralympics collections. Following on from their previous capsule collections during both the Tokyo 2020 and Beijing 2022 Games, SKIMS has reunited with Team USA for an expanded lineup of swimwear, sleepwear, loungewear and more.
No more years of hurt
While many of us enjoyed the Euros this month, Women's Aid highlighted a darker side to football. Research by Lancaster University shows that domestic abuse surges by 38% when England loses and by 26% when they win or draw during tournaments. While football itself doesn't cause domestic abuse, the stress and emotions of major games can intensify existing abusive behaviour.
“It's exciting to see brands be more reactive to current events and tap into popular culture. It provides an opportunity to be a part of a greater cultural movement and appeal to larger demographics - but more to this, it also provides the opportunity for brands to show their flex, have fun with their message and bring a whole new creative twist to their campaigns - it's Brat Summer after all.”
Craig Lindsay
Senior Designer
