# Ambitious Versatility Female fitness campaigns connect with an ambitious attitude toward life. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jul 29, 2016, updated Aug 2, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/ambitious-versatility ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## What is the Ambitious Versatility trend? **Ambitious Versatility:** As athletic brands move to focus more directly on the female-identified consumer, many are connecting with this new crop of ambitious individuals by creating campaigns and services that seek to highlight the intrinsic motivations that make this group unique. Proving that traditional female fitness advertising generally falls short in connecting authentically with women curating their workout routines to match the level of drive and commitment with which they pursue their careers and family life. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 3 to Jul 26, 2016 - Published: Jul 29, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Ambitious Versatility trend ### Female Empowerment Campaigns Connecting with female-identified consumers through real stories of everyday women and celebrating their strength and commitment. ### Breaking Gender Norms in Sports Creating advertising campaigns that empower young females and encouraging them to break through gender barriers in sports ### Diversity in Sports Representation Featuring underrepresented and barrier-breaking athletes like Hijabi and Indian athletes in advertising campaigns ## What the Ambitious Versatility trend means for industry ### For Sportswear and athletic brands Can create more authentic and diverse campaigns that authentically connects with their consumers and celebrates their unique strengths. ### For Film and advertising industries Can work to create and promote more diverse images in their work and challenge societal norms of gender representation and beauty standards. ### For Fitness and wellness industry Can create more inclusive physical activities that positively represent the diversity of their consumers and challenge notions of beauty standards ## Workshop question In what areas does your consumer feel disenfranchised and how can you promote messaging that makes them feel empowered? ## Trend signals for Ambitious Versatility Trend score 3.2 out of 10, from popularity 56%, activity 31%, freshness 8%. - Popularity: 56% - Activity: 31% - Freshness: 8% ## Examples of the Ambitious Versatility trend 4 featured examples from Mar 3 to Jul 26, 2016. - [Athletic Female Empowerment Ads](https://www.trendhunter.com/trends/indian-atheletes): Nike's New Ad Features an All-Female Cast of Indian Athletes (Category: Lifestyle) Implication: Providing athletic wear and footwear brands with an opportunity to expand their market share in India by specifically targeting women and supporting their empowerment both on and… - [Female-Empowering Fitness Campaigns](https://www.trendhunter.com/trends/this-girl-can): This Girl Can is a Powerful Campaign by Sport England (Category: Lifestyle) Implication: Opportunity to design and produce inclusive activewear that caters to women of all body types. - [Female-Focused Boxing Ads](https://www.trendhunter.com/trends/im-a-boxer): Everlast's 'I'm a Boxer' Ad Aims to Empower Young, Female Athletes (Category: Marketing) Implication: Sportswear companies can seize this opportunity to create inclusive, performance-focused and high-quality products for women. - [Inspiring Hijabi Athlete Ads](https://www.trendhunter.com/trends/female-weightlifter): The New Nike Training Ad Stars Female Weightlifter Amna Al Haddad (Category: Marketing) Implication: Sportswear brands should consider focusing on underrepresented sports in advertising for a more inclusive market. ## Recent trend clusters - [Functional Indulgence](https://www.trendhunter.com/protrends/functional-indulgence1) (Lifestyle) - [Connected Companions](https://www.trendhunter.com/protrends/connected-companions) (Lifestyle) - [Creatine Formats](https://www.trendhunter.com/protrends/creatine-formats) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/routine-compression) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Spice Discovery Calendars](https://www.trendhunter.com/trends/flavor-countdown-calendars) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)