Athledicine

Designers and brands apply medicinal features to athletics gear

Implications - Elite athletic performance carries with it a veil of invincibility that illnesses upset. Conversely, people who need to take medication on a regular basis aren't interested in being seen as weak. To satisfy both sides of this divide, brands have designed fitness accessories that accommodate medications, and medications that incorporate the patterns of fitness branding. By recognizing their consumers' vulnerabilities and re-framing those as strengths, these brands are able to re-shift the narrative and empower their customers.

Workshop Question - What could your brand do to make your consumers feel better about their vulnerabilities?
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