# Athledicine Designers and brands apply medicinal features to athletics gear. By [Joey Haar](https://www.trendhunter.com/joeyisa), Research Writer | Published Nov 23, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/athledicine ## Key Figures - Trend score: 4.1/10 - Evidence articles: 5 ## What is the Athledicine trend? **Athledicine:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 28, 2016 to Nov 22, 2017 - Published: Nov 23, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Athledicine trend ### Athledicine Athletic gear that caters to individuals with medical needs, blurring the lines between athletics and medicinal design. ### Integrated Pill Storage Products that incorporate pill storage with commonly-used items such as water bottles to make carrying medication convenient and discreet. ### Premium Medical Equipment Designs that offer superior quality and durability to traditional medical equipment in order to break longstanding assumptions about what medical equipment should look like and what materials it should be made from. ## What the Athledicine trend means for industry ### For Sports and Fitness Incorporating medicinal design elements into athletic goods presents an opportunity to appeal to both athletes and individuals with medical needs. ### For Health and Wellness Combining medical needs with everyday items such as water bottles presents a new opportunity for health and wellness product designs. ### For Medical Equipment Designing aesthetically pleasing and premium-grade medical equipment offers an opportunity for brands to stand out in a traditionally clinical market. ## Workshop question What could your brand do to make your consumers feel better about their vulnerabilities? ## Trend signals for Athledicine Trend score 4.1 out of 10, from popularity 57%, activity 57%, freshness 8%. - Popularity: 57% - Activity: 57% - Freshness: 8% ## Examples of the Athledicine trend 5 featured examples from Dec 28, 2016 to Nov 22, 2017. - [Pill Storage Water Bottles](https://www.trendhunter.com/trends/omi-bottle): The 'OMI Bottle' Keeps Pills and Supplements within Reach (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative products and solutions in the health and wellness industry to help individuals manage their medication and supplement intak… - [Pill-Holding Water Bottles](https://www.trendhunter.com/trends/built-in-pill-storage): This SaicleHome Water Bottle Features Built-In Medication Storage (Category: Lifestyle) Implication: This trend opens up the opportunity for consumer goods companies to expand their product lines and meet the growing need for multipurpose products that promote health and wellness. - [Warrior-Inspired Supplements](https://www.trendhunter.com/trends/supplements-for-health): Wild Health Warriors Makes Chinese-Inspired Supplements for Health (Category: Lifestyle) Implication: Opportunity for disruptive innovation in the health supplement industry by incorporating Chinese herbal practices into new product offerings. - [Canteen Pill Packaging](https://www.trendhunter.com/trends/water-bottle-pill): This Water Bottle Pill Package Makes Carrying Medication Convenient (Category: Lifestyle) Implication: Pharmaceutical companies could capitalize on the trend for innovative medication packaging, creating unique designs for their products. - [Premium Titanium Asthma Inhalers](https://www.trendhunter.com/trends/inhalers-for-asthma): The 'LUFT' Inhalers for Asthma Sport a Stylish Aesthetic (Category: Lifestyle) Implication: The premium titanium asthma inhalers disrupt the medical equipment industry by introducing durable and stylish alternatives to traditional plastic inhalers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (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) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)