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Score: 8.6
This Month and Hot Top 4 Examples: 15,460 Total Clicks Date Range: Feb 15 - Jan 16
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Consumers opt for performance-enhancing, lightweight workout attire
Implications - Consumers are embracing fitness apparel made of lightweight, iridescent fabrics that are ideal for unpredictable weather and evening training. Beyond nighttime visibility and lightweight warmth, these hybrid textiles and blends also add an element of shine and luster to activewear. Functionality no longer negates style when it comes to performance wear, suggesting that health and fitness have evolved to become part of a consumer's personal branding. [More]
Score: 7.9
This Month and Warm Top 4 Examples: 12,024 Total Clicks Date Range: Jul 15 - Jan 16
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Consumers embrace fitness-friendly attire while not being active
Implications - As consumers dedicate an increasing amount of time and resources to their fitness routines, many are embracing workout attire designed to be acceptable for the office as well. Whether as a means to streamlining daily routines or in order maximize the versatility of a professional wardrobe, consumers are showing an interest in products that ensure an easy transition from the work day to working out. This progression speaks to the priorities of the modern consumer and highlights the contemporary pursuit of work/life balance. [More]
Score: 6.6
This Quarter and Warm Top 4 Examples: 4,564 Total Clicks Date Range: Jul 14 - Jan 16
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Consumers embrace experiential, nightlife-inspired workout programs
Implications - Entertainment-infused fitness options are being embraced by youthful individuals unmotivated by traditional workout incentives. While many workout fads aim to blend work and play, nightlife-inspired fitness routines specifically infuse the experience with elements associated with the clubbing or bar experience. This shift is representative of the desire for unconventional service options that disguise hard work with experiential elements. [More]
Score: 7.6
This Year and Hot Top 4 Examples: 13,678 Total Clicks Date Range: Apr 15 - Nov 15
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Arenas experiment with urban gardening to produce food for fans
Implications - In what can be seen as a natural response to over-indulgent stadium menu items, urban gardening initiatives by the same arenas serve to provide local produce options for in-house vendors, while providing an alternative for health-conscious attendees. Often making use of extra space, such edible gardens showcase the widespread adoption of sustainability initiatives in the face of growing populations and food deserts, as well as a change in the type of consumer sports organizations are marketing. [More]
Score: 7
This Month and Warm Top 4 Examples: 3,153 Total Clicks Date Range: Jul 14 - Feb 16
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Sports arenas combine courses to create ostentatious menu items
Implications - Given that many sports fans often relish the chance to experience a legendary stadium, sporting organizations are increasing the stakes with one-of-a-kind extravagant dishes that tale traditional foods over the top. The continued emergence of unabashedly unhealthy foods in this industry speaks to the interest in providing a unique and memorable experience for consumers. Given the expensive ticket prices for such stadium events, the average sports fan are treating such outings as an excuse to indulge, both in terms of cost and calories. [More]
Score: 8.2
This Year and Hot Top 4 Examples: 16,776 Total Clicks Date Range: May 15 - Nov 15
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Performance wear becomes less conspicuous with a streetwear aesthetic
Implications - No longer reserved for working out, athletic wear has become an everyday wardrobe staple thanks to the rising prevalence of fitness culture. However, despite the acceptability of athletic wear outside of the gym, the fashion industry has begun to merge the functionality of performance gear with an urban, street-focused aesthetic. This hybridized clothing not only signals a form of versatility; it also references a return to urban sensibility, even when it comes to sportswear. [More]
Score: 5.6
This Year and Warm Top 4 Examples: 2,315 Total Clicks Date Range: Feb 14 - Sep 15
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Sports fans get an enriched experience with virtual reality tech
Implications - Given the increasing inaccessibility of experiencing professional sports in person, brands have begun employing virtual reality technology as a means to enhancing the spectator experience. Whether to show off the luxuries of a stadium's best seats or to provide an on-field perspective, such applications of virtual reality serve to create meaningful experiences between a brand and consumer while offering a feeling of customization that is not otherwise possible for those at home. [More]
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Score: 7.4
This Year and Warm Top 4 Examples: 23,586 Total Clicks Date Range: Dec 13 - Aug 15
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Elements of luxury are applied to the yoga sphere
Implications - Despite the commonly held belief that yoga is separated from materialism, upscale brands are infusing the zen-oriented sphere with high fashion elements. Incongruous pairings such as this hold mass market potential since Millennial shoppers are often drawn to the atypical in all consumer sectors. [More]
Score: 5.5
This Year and Mild Top 4 Examples: 12,910 Total Clicks Date Range: Mar 14 - Aug 15
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Modern running shoes focus on enhancing the energy of active consumers
Implications - Brands are coming up with alternative ways to serve active millennials with footwear products that are designed to enhance energy levels. While this specific approach helps companies in the footwear market stand out, a focus on invigorating consumers is also essential when targeting young, busy age groups with packed schedules. [More]
Score: 5.9
This Year and Warm Top 4 Examples: 8,551 Total Clicks Date Range: Oct 14 - Jun 15
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Shoe labels release merchandise with exceptionally lightweight features
Implications - Shoe labels are releasing exceptionally lightweight footwear products that combine the best of athleticism with breathable materials and designs. This aesthetic addresses a desire for easily accessible, on-the-go sporting items that are suited to busy and active Millennials. [More]