1. Sport
For more information please contact Nick Chiarelli
Email: nickc@futurefoundation.net

2. 2
Impact of exercise on age self-perceptions
“On a scale from 1 to 10, how old would you say you feel, where 1 is very young and 10 is
very old” | Mean by regularity of physical exercise | 2012
7
Those who exercise at least once a week
Once every 6 months at most
6
5
4
3
16-24
25-34
35-44
45-54
55-64
Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012
65+

3. 3
Reasons for last visiting the outdoors
“Which of the following, if any, best describe your reasons for this visit?” | 2012
For health or exercise
To relax and unwind
For fresh air or to enjoy pleasant weather
To enjoy scenery
For peace and quiet
To spend time with family
To be somewhere you like
2011/2012
To entertain children
2010/2011
To enjoy wildlife
2009/2010
To spend time with friends
For other reasons
To challenge yourself or achieve something
To learn something about the outdoors
Don't know
0%
20%
40%
60%
Source: Natural England/nVision | Base: 4,421 respondents aged 16+, England, 2012
80%
100%

4. 4
“What helps reduce your level of work stress?”
% of employees who agree with the following | 2012
Socialising with friends
Drinking alcohol
Getting out of the office and exercising
Walk the dog
Exercise in the gym
Chatting with colleagues during the day to make them aware
of my stress
Socialising with colleagues
Nothing helps reduce my level of work stress
Working longer hours so I get everything done
Run outdoors
0%
10%
20%
30%
40%
50%
Right-click on chart and select Edit Data for demographic data
Source: Nuffield Health/nVision | Base: 1,500 employees (including 826 line managers) aged 16+, UK, 2012

5. Trends in Action Sport
Future Foundation’s trend manifestations give real-life colour to the themes we
track by capturing best-practice and innovative commercial examples of how
trends are being applied in the marketplace. Here we present recent highlights
from the Sport sector.
nVision users have access to more than 2,500 trend manifestations - with more
added each week thanks to our network of trendspotters based in key global
markets.
For more information please contact Jason Mander
Email: jasonm@futurefoundation.net

6. 6
My ASICS
App that creates personalised training programme | Global, 2013
My ASICS is a smartphone app that allows fitness
enthusiasts to create individual, bespoke fitness plans with an algorithm constantly evolving it during a workout so
that it matches the needs and performance of the individual.
Global
The app responds to the performance of the person using
it, and can also make successive workouts progressively
harder in order to help people improve their fitness levels
and meet personal goals.
 The Quantified Self
 Totally Bespoke
 End of Inefficiency
 Concierge Living
Related
Sectors
Connected
Trends
According to the website : “My ASICS is a free service for
runners. You can create a custom training plan, keep a
logbook and analyse your performance. Whether you're
looking to improve your marathon time or just starting to
train for your first race, My ASICS will help you achieve your
running goals”.
 Sport
Link: http://myasics.us/

7. 7
AchieveMint
Platform that rewards users for healthy behaviours | USA, 2013
Launched in 2013, AchieveMint is a platform which
aggregates data from selected apps - such as Twitter,
MapMyFitness and FourSquare - in order to reward
users for “healthy” behaviours.
USA
Points are awarded for activities that are health- and
wellbeing-related, from tweeting a healthy article to
“checking-in” at a health food shop or a gym. Users can
then exchange their points for cash, with 1,000 points being
equal to $1.
The rewards are funded through a combination of sponsors
and through selling the anonymised aggregated health data
generated by users to third parties.
 Consumer Capital
 The Quantified Self
 The Hyper Individual
 Healthy Hedonism
 Society of Sobriety
Related
Sectors
Connected
Trends
At time of writing (September 2013), the company claimed
to have 82,000 US users.
 Health and Wellbeing
 Sport
Link: http://www.achievemint.com/

8. 8
BluFit and CamelBak Thirst
Smart tools tell users how much water to drink | Global, 2013
BluFit describes itself as “the smart water bottle that works
directly with your phone to record your water drinking habits,
while keeping you healthy and hydrated”.
Global
According to the website : “Our app collects a variety of
factors such as weight, age, temperature and humidity to
determine exactly how much water you need. Next step,
start drinking from your BluFit bottle! BluFit automatically
records the time and amount of water consumed, sends the
data straight to your phone and then to the cloud. The app
shows your current hydration level, your goals, and graphs
of your historical data so you can ensure your body is
consistently operating at peak efficiency”.
 .THNG
 Narrative Data
 Computers Learn Human
 The Quantified Self
 Healthy Hedonism
Related
Sectors
Connected
Trends
Designed to achieve a similar outcome is Camelbak Thirst,
an app for Google Glass which instructs people how much
to drink based on current weather conditions.
 Health and Wellbeing
 Sport
 Digital Media
Link: http://www.blufitbottle.com/ and https://www.camelbakthirst.com/

9. 9
Nike’s PHOTOid service
Customise trainers via Instagram | Global, 2013
Nike PHOTOiD is an online platform that allows users to
customise their trainers with help from their Instagram
profile.
Global
Individuals can connect to their Instagram account via the
PHOTOid website and then choose a photo that they would
like to see imposed on their trainers. Subsequently, Nike
matches the shades from the photo and applies them to a
pair of its Air Max 1, 90 or 95s.
 Cult of Creativity
 Concierge Living
 Unique Belonging
 The Visual Self
 Performative Leisure
Related
Sectors
Connected
Trends
While their shoes are being made, users can also share
their designs on various social networks.
 Retail
 Fashion
 Sport
Link: https://photoid.nike.com/

10. 10
Foresee
Plan activities around weather, time of day and preferences | Global, 2013
Foresee is an app that its developers say can help people
to plan their activities based on the current weather, time of
day and their personal preferences.
Global
According to the website : “By intelligently analyzing your
ideal conditions with the latest weather data, Foresee
provides you the best times for your activities. Simply
put, Foresee is your personal activity forecast!”.
 The Leisure Upgrade
 End of Adventure
 Risk-Free Society
Related
Sectors
Connected
Trends
Users can specify the types of weather conditions they are
willing to put up with while undertaking certain activities
such as playing sports or going for a walk, with the app then
delivering recommendations and suggestions based on
real-time information.
 Leisure
 Sport
Link: https://itunes.apple.com/us/app/foresee/id597382937?ls=1&mt=8

11. 11
Express Biker
A vending machine for cyclists | USA, 2013
Express Biker is a vending machine in New York that
dispenses cycling parts and accessories.
USA
Positioned as a “self service bike shop kiosk”, the machine
is intended to appeal to stranded cyclists in need of a bike
part when there are no shops either near or open. The
vending machine is available to use 24 hours a day and
contains parts that cater to the everyday needs of
cyclists, including : lights, tubes, patch kits and more. To
pay, cyclists simply swipe their credit card or phone; the
machines are equipped with a special “Sensit” delivery
system that ensures you’ve received your product or you
will get your money back.
 Self-Service Redefined
 Culture of Immediacy
Related
Sectors
Connected
Trends
As of June 2013, there were two such kiosks operating in
New York, but the company said it had plans to expand its
availability along major bike routes.
 Retail
 Sport
Link : http://www.expressbiker.com/

12. 12
Tweet and Shoot lets users “play” against Tsonga
Tennis app launched by We Are Tennis and BNP Paribas | France, 2013
In May 2013, BNP Paribas celebrated the 40th year of its
partnership with Roland Garros by teaming up with We Are
Tennis to launch the Tweet and Shoot app - an online
platform that allowed users to play in a virtual match against
French star player Jo-Wilfried Tsonga.
France
Players were invited to submit shots via Twitter (specifying
their location, power and effect). If they were among those
randomly picked by the system, the Tweets activated a robot
which launched a ball on a tennis court where Tsonga was
waiting to receive it.
 Connected Communities
 Game On
 The Celebrity Factor
 Native Marketing
Related
Sectors
Connected
Trends
In addition, Tweet and Shoot encouraged tennis fans to share
positive messages to all Roland Garros contestants using the
#tweetandshoot and #40a hashtags.
 Sport
 Digital Media
 Advertising, Branding and Communications
Link: http://tweetandshoot.wearetennis.com/

13. 13
Instabeat
Tracking device attaches to goggles and monitors swimmers | Global, 2013
Crowd-funded and launched in May 2013, Instabeat is a
tracking device which swimmers can attach to their goggles
to monitor different aspects of their performance.
Global
Designed to be an ultra-light and non-obstructive gadget, it
helps swimmers to track heart rate, breathing pace, calorie
burn level, laps and turns during their swimming routine.
 The Quantified Self
 The Hyper Individual
 Narrative Data
 .THNG
Related
Sectors
Connected
Trends
The device can also be connected with a computer so the
swimmer can review their performance and analyse their
long-term progress.
 Sport
 Leisure
 Health and Wellbeing
Link: http://www.instabeat.me/

14. 14
Pop-up gyms from Adidas
Venues support the brand’s #mygirls zine | Global, 2013
Early 2013 saw Adidas promoting its #mygirls campaign by
launching a series of pop-up gyms in a number of cities
across the world.
Global
The initiative was designed to support the brand’s e-zine
that features stories from inspirational female athletes and
other sportswomen - as well as a range of other content
such as style sections, collection showcases, etc.
 Native Marketing
 Shops That Pop
 Retail Reloaded
Related
Sectors
Connected
Trends
According to the supporting website : “Events held in cities
across the world where you and your friends can try your
hand at a range of sports (think cricket, boxing and fencing
- why not?). Explore, try and share: you’ll find everything
you need to fire up your passion for sport. Add in certified
personal trainers, adidas sports stars, sweet gift bags and
the best DJs spinning your favorite tracks to make it an
affair not to be missed”.
 Advertising, Branding and Communications
 Sport
 Health and Wellbeing
Link: http://qa.mygirls.adidas.com/news/pop-up-pop-in/

15. 15
Upgrade Clinic Roadshow from Evans Cycles
Free in-store advice and events for cyclists | UK, 2013
Spring 2013 saw Evans Cycles promoting its “Upgrade
Clinic Roadshow” - an initiative which invited consumers to
“come in-store and speak to industry experts for advice,
information and a few good snacks”.
UK
According to a supporting blog post : “To help you get ready
for the season you have planned, we’re holding free in-store
events attended by level 3 British Cycling coaches and a
host of industry experts. At every event there will be a
chance to win one of three £100 vouchers, and everyone
will be able to help themselves to a glass of bubbly and
some snacks.
 Concierge Living
 Retail Reloaded
 Experts for Everything
Related
Sectors
Connected
Trends
At each event there will then be the chance to speak to
industry experts from nutrition suppliers SIS or High5. Also
attending will be the top guys in componentry from
Shimano, as well as power, GPS and data geeks from
CycleOps and Garmin, and the kit specialists from
Specialized will be at Edinburgh and Spitalfields, too”.
 Sport
 Retail
Link: http://blog.evanscycles.com/uncategorized/upgrade-clinic-roadshow/

16. 16
Cheat on your Gym
Soho Gyms offers free trial for new members | UK, 2013
Early 2013 saw Soho Gyms running an advertising campaign
which invited people to “cheat” on their current gym - urging
them to “Try Soho for free” but not “tell a soul” about their act
of brand disloyalty.
UK
 Ish!
 Polarisation of Loyalty
Related
Sectors
Connected
Trends
To make use of the offer, consumers simply filled out an online
form, with the company saying it would then be in touch to
arrange a session at one of its nine gyms across London.
 Sport
 Health and Wellbeing
 Advertising, Branding and Communications
Link: http://www.sohogyms.com/index.php?page=cheat-on-your-gym

17. 17
NikeFuel Zine
Online magazine containing branded content | Global, 2013
To celebrate the one-year anniversary of the release of its
Fuelband tracking device, early 2013 saw Nike unveiling the
NikeFuel Zine - an online platform containing motivational
case studies and other branded content relating to fitness.
Global
Designed to celebrate the “breadth of physical activity”, the
online portal was the result of a collaboration between
artists, coaches and creatives and contained a range of tips
about how Fuelband owners could get fitter in
unconventional ways as well as earn NikeFuel points.
 The Quantified Self
 Game On
 Performative Leisure
 Native Marketing
Related
Sectors
Connected
Trends
As part of the e-zine, individuals could access a number of
chapters, including “The Secret Life of the Nike+ FuelBand”,
“life Logged” and “Object Lession” - the latter comprising a
guide about how to use everyday objects in order to boost
fitness. Another chapter - “I’m with the Band” - contained
stories of three individuals from different parts of the world
who used their FuelBands to compete with one another
despite being in different timezones.
 Sport
 Health and Wellbeing
 Leisure
Link: http://nike-fuel-zone.s3-website-us-east-1.amazonaws.com/

18. 18
Game Golf
App which helps golfers to measure their performance | Global, 2013
Game Golf is a device and app from fuseproject designed
to help golfers track and analyse their playing performance
- with the company saying that its sensor is “worn on the
hip and works seamlessly with the mobile app and website,
utilizing advanced sensor technology to track movement
and transmit data as play evolves over time”.
Global
According to a spokesperson : “The app is immediately
intuitive, tracking the stats you care about and ignoring the
ones you don't. By using accurate maps, you can see every
shot you take on any given course and compare your game
against your friends or your favorite pro”.
 The Quantified Self
 Game On
 Performative Leisure
Related
Sectors
Connected
Trends
The company adds on its website that : “Engaging data
visualizations make it simple and easy to see which club
performed the best or where the longest drive landed.
Whether golfers want to share their game with friends at the
bar or on social media, GAME allows them to relive the
experience and tell stories in the moment or long after”.
 Sport
 Digital Media
 Leisure
Link: http://www.fuseproject.com/products-71

19. 19
94fifty’s smart basketball
Ball which can monitor a player’s performance | Global, 2013
94fifty claims that its “smart” basketball can assess a
player’s performance through motion sensitive technology.
Global
According to the company’s website : “Our technology
allows coaches, trainers and players to objectively measure
skill by analyzing the full 360 degree aspect of the ball's
motion. We can count every bounce, every impact on the
ball, spin rates, shooting arc, and even the athletic
capabilities of any player to the millisecond. Our technology
generates objective, personalized diagnostics within
seconds and stores all information online for players and
coaches to see results”.
 The Quantified Self
 .THNG
 Digital Revolutions
Related
Sectors
Connected
Trends
94fifty says that its aim is to : “develop sophisticated but
cost-effective basketball skill analysis technologies for the
mass market, bringing new information to both elite level
and youth level basketball so that players can better
develop skills and their coaches and trainers have objective
information about their development”.
 Sport
Link: http://www.94fifty.com/about

20. 20
Miele’s restaurant offering meals and exercise areas
“Helping diners to offset their calorie footprint” | UK, 2013
In March 2013, Miele opened a pop-up restaurant called
Steam in London’s Covent Garden - inviting diners to enjoy
a healthy, freshly prepared meal and then undertake
exercise in order to burn off the calories they had just
ingested.
UK
Miele said that the dishes on offer were designed to be
healthy but delicious - with the venture being intended to
promote its steam ovens (which it said could preserve
flavours and nutrients more effectively than alternative
cooking techniques). After the meal was over, diners were
then invited to visit a separate on-site area to participate in
stretching exercises or work-outs.
 Healthy Hedonism
 Society of Sobriety
 The Leisure Upgrade
Related
Sectors
Connected
Trends
According to a spokesperson : “This is something that has
never been done before, so we can’t wait to hear what
people think. If the restaurant proves a success, we’d love
to roll them out across the country”.
 Leisure
 Health and Wellbeing
 Sports

21. 21
Downsize Fitness
Gyms aimed at overweight individuals | USA, 2013
Downsize Fitness is a company which operates gyms in
Chicago and Dallas which have been specially tailored to
meet the needs of larger individuals.
USA
The company says that its staff have been specially trained
to help obese people lose weight - and that it offers “a
community that empowers you to change your life through
personalized fitness and lifestyle coaching”. It also hopes to
provide “a setting where you feel like you belong”.
 Assault on Pleasure
 Society of Sobriety
 Performative Perfection
Related
Sectors
Connected
Trends
According to the website : “We understand that increasing
your level of fitness and improving your nutrition can be
difficult. That's why our professional DSF trainers are
personally committed to educating and supporting you
throughout the program”.
 Health and Wellbeing
 Sport
Link: http://www.downsizefitness.com/

22. 22
ibitz
Tracker allows parents to monitor their children’s activities | Global, 2013
Launched in early 2013, the wireless ibitz tracker by
Geopalz allows parents to monitor the activity levels of their
kids.
Global
The device can be attached to a child’s shoes and then
synced with a smartphone, computer or tablet owned by
their parent(s).
 The Quantified Self
 Murdered by Modernity
 Culture of Fear
Related
Sectors
Connected
Trends
Subsequently, adults can opt to temporarily “lock” their
child’s electronic devices (eg game consoles, mobile
phones) when they think they have been using them for too
long. They can also reward kids for achieving fitness goals
(eg a certain number of steps).
 Digital Media
 Leisure
 Health and Wellbeing
 Telecommunications and Mobile
 Sport
Link: http://ibitz.com/

23. 23
PUMA’s Guia do Atleta da Noite
Social guide for “night athletes” in Sao Paulo and Rio | Brazil, 2013
In January 2013, PUMA launched the Guia do Atleta da
Noite - an online social guide for “night athletes”.
Brazil
The guide contains more than 300 listings for restaurants, bars
and clubs in Sao Paulo and Rio de Janeiro. Each entry comes
with a detailed description and a number of photos.
 Native Marketing
 The Leisure Upgrade
 End of Adventure
Related
Sectors
Connected
Trends
With the 2014 World Cup and 2016 Olympics on the horizon,
the social guide will, it might be thought, prove useful for
tourists visiting the country to attend the events.
 Digital Media
 Leisure
 Travel and Tourism
 Sports
Link: www.pumasocialguide.com.br/sp?action=index_cityless

24. 24
Gatorade’s Facebook Page
Brand uses page to engage NFL fans | USA, 2013
Gatorade has been an official sponsor of the National
Football League in the USA since 1983. In 2013, as part of
its sponsorship campaign, the energy drink brand continues
to host an active and content-rich Facebook page.
USA
As well as posting poll questions, competitions and
discussion topics designed to appeal to NFL fans,
Gatorade also shares NFL related stories, videos, pictures
and news via the page.
The brand has also used the social network platform to host
live interactive interviews with star NFL players, giving
sports fans a chance to “ask the experts” (by posting
questions on the page or tweeting them with a specific
hashtag).
 Native Marketing
 Connected Communities
 Unique Belonging
 The Gemini Effect
 The Celebrity Factor
Related
Sectors
Connected
Trends
At time of writing the Gatorade Facebook page had over
5.7 million likes.
 Advertising, Branding and Communications
 Digital Media
 Sport
 FMCG
Link: https://www.facebook.com/Gatorade