# Inclusive Athletics Brands are launching campaigns to support neurodivergent athletes in sports. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Jun 10, 2024 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/inclusive-athletics ## Key Figures - Trend score: 6.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 3 to Jun 10, 2024 - Published: Jun 10, 2024 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Inclusive Athletics trend ### Inclusive Marathon Campaigns Adidas' Runner 321 campaign advocates for inclusivity by reserving bib number 321 for neurodivergent individuals in races worldwide. ### 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. ### Inclusive Sporting Initiatives Neurodiversity Celebration Week promotes the unique skills of neurodivergent individuals, encouraging inclusive participation across all levels of sports. ## What the Inclusive Athletics trend means for industry ### For 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 for Inclusive Athletics Trend score 6.2 out of 10, from popularity 81%, activity 82%, freshness 24%. - Popularity: 81% - Activity: 82% - Freshness: 24% ## Examples of the Inclusive Athletics trend 4 featured examples from Jun 3 to Jun 10, 2024. - [Autism-Supporting Athletics Brands](https://www.trendhunter.com/trends/nba-nike-autism-awareness): Nike Partnered with the NBA for an Autism Awareness Campaign (Category: Social Good) Implication: The sportswear industry can benefit from creating limited edition products that support and raise awareness for social causes. - [Inclusive Social Support Programmes](https://www.trendhunter.com/trends/mcr-social): MCR Social is Supporting Underrepresented Neurodiverse Youth (Category: Social Good) Implication: The creation of virtual reality experiences tailored for neurodivergent users can revolutionize the entertainment industry, making immersive technology more accessible and benefic… - [Inclusive Sporting Initiatives](https://www.trendhunter.com/trends/neurodiverse-sport): Neurodiversity Celebration Week is Supporting Neurodiverse Sports (Category: Social Good) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321): adidas Worked with Marathons to Support Neurodivergent Athletes (Category: Social Good) Implication: The development of inclusive sportswear by leading brands such as Adidas meets the specific needs of neurodivergent athletes. ## Recent trend clusters - [Polarized Marketing](https://www.trendhunter.com/protrends/polarized-marketing) (Marketing) - [Seasonal Storytelling](https://www.trendhunter.com/protrends/seasonal-storytelling) (Fashion) - [Ritual Sampling](https://www.trendhunter.com/protrends/holiday-discovery-boxes) (Business) - [Palatable Science](https://www.trendhunter.com/protrends/toothpaste-ingredient-innovation) (Fashion) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Culturally Grounded Wellness Apps](https://www.trendhunter.com/trends/culturally-grounded-wellness-apps) - [Cancer Awareness Art Installations](https://www.trendhunter.com/trends/carry-the-fire-road-hockey-net) All articles: [Social Good](https://www.trendhunter.com/socialgood)