# Altered Athleticism Athletic equipment is physically reinterpreted for consumer preference. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 30, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sport-enhancement ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## What is the Altered Athleticism trend? **Altered Athleticism:** Keeping in tow with a growing desire for product customization, brands are enhancing traditional athletic equipment with altered features for heightened appeal. Reinterpreting how sports are played and enjoyed, brands are reshaping equipment and adding extensions for both individual and communal enhancement, reflecting a shift towards more adaptable forms of active engagement. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 8, 2013 to Sep 29, 2014 - Published: Sep 30, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Altered Athleticism trend ### Product customization Athletic brands are enhancing traditional athletic equipment with altered features for heightened appeal. ### Innovative sports equipment designs Multiple examples show the potential for new types of athletic equipment to be redesigned for optimal athletic performance. ### Experiential sports equipment Sporting equipment is being reimagined to make the sports experience more interactive and enjoyable. ## What the Altered Athleticism trend means for industry ### For Sports equipment manufacturing Manufacturers have the potential to utilize advancements in technology and equipment design to create new innovative sports equipment. ### For Interactive art installations Creators can bring a new element to sports by integrating interactive art installations and designs for users to engage with. ### For Fitness Equipment Manufacturing Fitness equipment companies can create machines that imitate the natural movements and physical benefits of sports such surfing with the RipSurfer X. ## Trend signals for Altered Athleticism Trend score 3.5 out of 10, from popularity 59%, activity 38%, freshness 8%. - Popularity: 59% - Activity: 38% - Freshness: 8% ## Examples of the Altered Athleticism trend 4 featured examples from Oct 8, 2013 to Sep 29, 2014. - [Cutting-Edge Sports Equipment](https://www.trendhunter.com/trends/agent-ctrus-football): The Agent CTRUS Football Changes Color When It's Passed the Goalpost (Category: Unique) Implication: Companies in the sports equipment manufacturing industry can explore the development of smart equipment and enhanced performance materials. - [Handheld Surfboard Designs](https://www.trendhunter.com/trends/slyde-handboards): The Slyde Handboards Allow You to Surf On Your Hands (Category: Lifestyle) Implication: The sporting goods industry can innovate and create a new market of surfing enthusiasts by investing in new technologies and gadgets to take the sport to the next level. - [Multi-Hoop Basketball Boards](https://www.trendhunter.com/trends/no-one-wins-by-llobet-pons): No One Wins by Llobet & Pons Gives Everyone a Chance at Once (Category: Lifestyle) Implication: The sports and recreation industry can adopt multi-basketball installations to engage customers in new ways and promote active lifestyles. - [Surfboard Exercise Machines](https://www.trendhunter.com/trends/surfboard-exercise-machine): The RipSurfer X Promotes a Lean and Toned Physique (Category: Lifestyle) Implication: The fitness equipment industry has an opportunity to capitalize on the growing demand for surfboard exercise machines as a unique and effective full-body workout option. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (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) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)