Category
Marketing
Polarized Marketing
Trend cluster
Category
Inclusive
Athletics
Brands are launching campaigns to support neurodivergent athletes in sports.
6.2
Trend score
What's Happening
What is the Inclusive Athletics trend?
Inclusive Athletics: Both athletics brands and those adjacent to the sports industry are launching campaigns to support the inclusion of neurodiverse athletes. These campaigns include community activations, fundraising for charities, and sporting programs, thus building trust and good will with the communities.
Insight
The consumer insight behind the Inclusive Athletics trend
As consumers become more socially conscious, their purchasing decisions increasingly reflect their values, particularly regarding inclusion. This shift in consumer behavior is evident in the sports industry, where there is a growing demand for brands to favor inclusion and show clear support for social issues. This trend is pushing brands to initiate and sponsor events, products, and endorsements that highlight neurodiversity in sports, thereby fostering a culture of acceptance and recognition.
Trend themes
Themes within the Inclusive Athletics trend
Three behaviours holding the trend together01
Inclusive Marathon Campaigns
Adidas' Runner 321 campaign advocates for inclusivity by reserving bib number 321 for neurodivergent individuals in races worldwide.
02
Autism-Supporting Athletics Brands
NBA head coaches wore custom-designed Nike sneakers to raise awareness and funds for autism resources, reflecting a league-wide commitment to acceptance.
03
Inclusive Sporting Initiatives
Neurodiversity Celebration Week promotes the unique skills of neurodivergent individuals, encouraging inclusive participation across all levels of sports.
Industry implications
What the Inclusive Athletics trend means for industry
Where the trend changes the playbookFor
Sportswear Manufacturing
Brands like Adidas and Nike are integrating inclusive design principles to cater to neurodivergent athletes, addressing a previously overlooked market.
For
Event Management
Sporting events are increasingly adopting inclusive practices, creating opportunities to attract a diverse range of participants and sponsors.
For
Non-Profit Organizations
Groups focused on neurodiversity are partnering with athletic brands and events to enhance visibility and support for neurodivergent individuals in sports.
Workshop question
How could your brand build trust with socially-conscious consumers by developing initiatives that support and include underrepresented communities?
Trend signals
Trend signals for Inclusive Athletics
Trend score 6.2 out of 10, from popularity 81%, activity 82%, freshness 24%.
Popularity81%
Activity82%
Freshness24%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Inclusive Athletics trend
4 featured examples from Jun 3 to Jun 10, 2024CategorySocial Good
Autism-Supporting Athletics Brands
Nike Partnered with the NBA for an Autism Awareness Campaign
The sportswear industry can benefit from creating limited edition products that support and raise awareness for social causes.
CategorySocial Good
Inclusive Social Support Programmes
MCR Social is Supporting Underrepresented Neurodiverse Youth
The creation of virtual reality experiences tailored for neurodivergent users can revolutionize the entertainment industry, making immersive technology more accessible and benefic…
CategorySocial Good
Inclusive Sporting Initiatives
Neurodiversity Celebration Week is Supporting Neurodiverse Sports
CategorySocial Good
Inclusive Marathon Campaigns
adidas Worked with Marathons to Support Neurodivergent Athletes
The development of inclusive sportswear by leading brands such as Adidas meets the specific needs of neurodivergent athletes.
