 events like The Beer Mile and the Ragnar Relay increases, there is one sport that can boast a tradition of female empowerment. Women have long played 

 at the same venues and times as men, and over time they’ve achieved the same status, prize money and TV ratings.

 of British women find their portrayal in advertising stereotypical, companies like Under Armour, Athleta and Nike are beginning to challenge stereotypes about women in sport. The North Face, which has vowed to equally represent genders in its adverts, featured a female alpinist and NASA scientist to act as female role models in its 

 campaign. But there is still room for improvement – 

 of women want to see more female sports coverage on TV.

Women's participation in adventure sports highlights how to better cater to marginalised groups. By focusing on participation, rather than winning, they have gained a reputation for providing a 

non-judgemental and non-competitive environment

 that appeals to wide demographics. For example, 

 collaborates with brands to shift the narrative of the ‘great outdoors’ to encourage minority groups who previously felt unwelcome to get outside. Meanwhile, inclusive running club 

 focuses on the social and physical benefits of exercising with others to get people active.

To win over female customers, sports brands are presenting exercise as a way to get physically – and mentally – stronger. Women are bypassing gyms, and opting for wilderness adventures instead. What drives this shift in behaviour and how does it affect the way women perceive themselves?

How do adventure sports empower women?

Getting active isn’t always easy. How long should you exercise for and where? When do you know you’ve really pushed yourself? Signing on youths and yuppies alike, London-based Run Dem Crew wants to prove that running is for everyone – as long as they’re willing to ‘run hard, fast, and strong’.

Run Dem Crew: getting fit with an inclusive community

A new, globally connected generation is shaking up the ways in which they celebrate Holy Week, with travel becoming a central tenant of how people mark their faith. As Filipinos balance the secular and the sacred, what do new rituals tell us about the future of travel during religious holidays?

What's driving new travel rituals around religious holidays?

The NBA’s Brooklyn Nets have teased a high-fashion collaboration between its luxury private label bǝrō and Colm Dillane of KidSuper. As the worlds of sport and fashion become increasingly intertwined, there's an opportunity for brands to leverage co-branding to reach new audiences.

Brooklyn Nets fashion collaboration targets new fans

Terra, an AI-powered pocket-sized gadget, enables users to explore without their phones. People are trying to manage their own screen time and overwhelm from being chronically online, but they don't want to give up the convenience of tech-enabled living – and digital minimalism offers a solution.

Pocket-sized AI compass enables screen-free exploration

Amsterdam-based football club Ajax has collaborated with adidas on a limited-edition line of cycling clothing that nods to Amsterdam’s cycle culture. The move signals both the power of global brands using local cultural codes and the shifting nature of how sports fans are expressing their fandom.

Ajax x adidas combine local love of football and cycling

Amid a mental health and economic crisis, Americans are prioritizing hobbies and recreation, mirroring how they sought solace in awe during pandemic lockdowns. Brands can harness awe to benefit society, with trends like ‘gardencore’ and fandoms underscoring the importance of meaningful leisure.

‘Aweleisure’ is emerging as a remedy for a polarized US

Southeast Asia has emerged as the next hotspot for medical tourists seeking high-quality, affordable healthcare and luxury wellness experiences. The region's integration of traditional and modern medical practices attracts millions to its unique blend of treatment, recovery, and vacation.

How Southeast Asia became a medical tourism hotspot

Natuurhuisje's 'Talking Paths' encourage disconnecting from phones to reconnect with loved ones and nature. These paths prompt meaningful conversations, catering to walks with friends, family, or romantic partners on natural paths, meeting the rising demand for offline bonding experiences.

Talking Paths encourage meaningful connection in nature

With 2024 hailing several international sports tournaments, many Americans will be building getaways around spectator events. On Location specializes in curating premium experiences that create lasting memories for sports fans, crafting itineraries rich in culture, food, history, and community.

How On Location crafts niche itineraries for sports fans

Faced with increasing demands on their already squeezed budgets, many Gen Y families are making tough decisions about how to keep their kids occupied and entertained throughout the 2024 summer holidays. What resources are available to them, and how can brands lend a hand?

How will Gen Y families spend their summer holidays?

Ultra-low-cost carriers offer a no-frills experience at very low fares and charge mercilessly for ancillary services. With consumers more willing to splurge on travel, demand for premium cabins has gone up. How can budget airlines keep up when people increasingly see travel as an indulgent treat?

How can budget airlines win back value-conscious travelers?

Chronolog signs prompt park-goers to photograph local landscapes for conservation efforts, aiding community time-lapses, restoration, and monitoring biodiversity. This appeals to eco-minded travellers who expect brands to prioritise environmental efforts and future-proof the Earth.

Chronolog involves park-goers in local conservation

Following years of being cooped up in their homes, Filipinos are looking to break free from the monotony of the COVID-19 lockdowns. Brands can leverage this wave of revenge travel by tailoring services to their desire for active ecotourism, immersive experiences, and pandemic-resilient travelling.

Pent-up wanderlust is pushing Filipinos to revenge travel

High-net-worth Indians are bearing witness to a unique convergence of spirituality and luxury, as affluent individuals prioritise spiritual fulfilment over materialistic pursuits. This reflects a changing priority among the affluent class seeking a deeper connection to personal growth and wellbeing.

How is spirituality influencing luxury travel among high-net-worth Indians?

According to a new poll, Americans prefer to stream movies rather than watching them in theaters, despite recent box office successes pointing to a desire for spectacle and communal experience. Post-pandemic, Americans’ desire for communal experience and convenience appear to be at odds.

Americans prefer streaming movies over going to theaters

The 2024 Generational Snapshot of Generation Y in the Asia-Pacific region explores how a move towards purposeful living and stable life has Gen Ys spending with more intention, taking care of their health and overall wellness, and enjoying the freedom that comes with not having children.

2024 APAC Gen Y Snapshot

The city of Miami Beach has initiated stringent month-long crackdowns to control disorderly conduct on its shores. The move has drawn mixed reactions from the public, reflecting a sense of fatigue that people feel towards punitive measures that could potentially drive away value-driven consumers.

Miami introduces stringent rules for spring break season

As the global boiling continues, industry experts are saying that people are turning to colder climates for their vacations. Climate change is impacting travelers’ priorities, with many seeking out different kinds of trips due to changing weather patterns at home and abroad.

Climate change drives travelers towards 'coolcations'

With the travel season fast approaching, companies are expecting sales to skyrocket. Yet research shows that Europeans are looking for more affordable holidays closer to home to satisfy their wanderlust, as big-ticket, indulgent experiences feel less feasible in the current economic climate.

Europeans are opting for budget holidays closer to home

With UK Gen Z workers struggling to maintain a work-life balance post-pandemic, the younger generation is turning to wellness to solve their problems and looking for travel experiences that provide rest and relaxation. How can the leisure industry capitalise on this growing interest?

How Gen Z is embracing wellness travel for rest

The job offers aspiring content creators the opportunity to promote the drink while on a tour of the United States. This campaign leans into the sense of ownership people want to have with their favorite brands and how immersive experiences can encourage meaningful fan-led co-creation with brands.

Olipop unveils 'dream job' for soda fans

Gen Zers in the UK are flocking to book clubs, looking for free and healthy ways to socialise amid changing habits and a desire to disconnect. Young people are turning away from pubs and clubs as the default way of spending time with friends, seeking out community in those with similar interests.

UK Gen Zers are bringing book clubs back

Salomon and Hikeish's partnership aims to enhance outdoor access for BIPOC communities, leveraging Hikeish's extensive network for impactful outreach. This aligns with broader trends towards collective equity and consumer demand for brand authenticity in supporting diversity.

Salomon and Hikeish promote diversity in the outdoors

After opening up to foreign workers to address an ageing population, a record number of foreign employees have entered Japan. However, there's a significant lack of regular interactions between Japanese citizens and foreigners, causing social friction and further polarising society.

Japanese locals and foreigners are living divided lives

The University of Philippines Los Banos (UPLB) is set to test-run an eco-friendly bike-sharing app for students. As eco-conscious consumers remain committed to making sustainable everyday choices, there's an opportunity for brands to enhance transparency and active participation.

Philippine university pilots an eco-bicycle sharing app

Ticketless Swifties in Australia attended the Melbourne Cricket Ground to get as close to the Eras tour as possible – without actually getting into the show. As the power of fandom continues to grow, there is an opportunity to consider how all fans can be engaged, even those 'outside' of an event.

Swifties attend Eras tour without tickets to Taylor-gate

EmSphere offers an unparalleled futuristic experience by blending lifestyle, shopping, and a seamless online-offline experience under one roof. The mall caters to distressed locals and returning tourists in search of greener spaces to socialise and be entertained in the heart of the capital.

Why EmSphere blueprints the future of Thai shopping

Remote work has spread over the last 10 years, allowing many professionals seeking flexibility and comfort to try working from anywhere. Known as digital nomads, remote workers who live in Southeast Asia (SEA) aim to earn the most they can while affording luxury where it’s much cheaper.

How Southeast Asia became a melting pot for digital nomads

Research has revealed that people in the US are planning to travel more in 2024 than they did in 2023. While the release and escape of a holiday is an attractive prospect, many are still worried about disruptions to their plans, offering an opportunity for brands to provide security.

US travellers want excitement over anxiety

Expedia has released a heartfelt campaign encouraging people to tick things off their bucket list, showing them that dream destinations are just a click away. Tapping into desires for wanderlust, the ad highlights the power of family bonds, shared dreams, and the joy of adventure.

Expedia ad pushes people to tick off their bucket lists

Despite financial instability and new conflicts arising across the world, travellers still seek immersive, affordable vacations, and the cruise industry is booming as a result of wanderlust desires. Royal Caribbean has become a leader in this movement thanks to the power of user-led entertainment.

How Royal Caribbean is captivating holiday-makers

Once confined to the backyards of Mexican mansions, padel has rocketed to the world stage, captivating people with its unique blend of accessibility, social play, and competitiveness. What does the future hold for the sport, and how can it continue to grow among fitness enthusiasts globally?

How is padel becoming the ‘It Girl’ of sports?

The Australian Government is set to introduce the 'right to disconnect' laws, allowing employees to complain about unreasonable out-of-hours contact from employees. United in their preference to ‘work to live’, Australian workers have embraced this development, while some businesses have not.

Disconnect laws mirror Aussies pursuit of life over work

Paris 2024 and Chaumet have unveiled medals for the Olympic and Paralympic games, featuring metal taken from the Eiffel Tower replaced during refurbishments. Luxury brands are increasingly entering the sports arena, with both sectors finding opportunities to reach new audiences.

Chaumet brings Paris 2024 Olympics into the luxury world

The demand for live entertainment has hit an all-time high, sparking a rise in the ticket resale industry, a largely unregulated sector. As incidents of scalping and scamming grow on the secondary market, how are concertgoers navigating the journey to seeing their favourite artists onstage?

How resale culture is affecting concert ticket sales

The Chinese lifestyle app launched a new 'nearby' section to make finding local gems easier for users and connecting with people around them as they travel. This feature highlights the way people are increasingly looking for niche local finds and ways to blend their on and offline interactions.

Xiaohongshu launches 'nearby' tab in-app for local recs

In Japan, the sauna industry is booming and influencing people’s approaches to health, wellness, and self-care. It has evolved from an activity for older men into a thriving, identity-shaping subculture that attracts people across demographics, including women and young people.

How sauna culture is shaping the Japanese wellness economy

Disneyland Paris has reopened a hotel after a two-year transformation with a focus on providing guests with an immersive Disney experience. As people look to TV and film for travel inspiration, there is an opportunity for brands to offer fans real-life experiences of their favourite storylines.

Disneyland Hotel offers fans an immersive royal stay

Filipino fans are spending without hesitation to fly to overseas destinations just to see their favourite global icons perform live on stage. Fusing two passion points – music and travel, what are the motivations behind this rising trend, and what can brands learn from it?

Concert holidays: A rising trend with Filipino tourists

Libraries are growing as spaces for healthy socialization among Gen Zers, who have begun flocking to the spaces to meet like-minded compatriots. Young people are looking for wholesome, productive ways to socialize, eschewing digital spaces for analog, community-driven experiences.

Gen Zers turn to libraries for free socializing

Opting for nights in, experimenting with sober lifestyles, and adopting a holistic approach to wellness, the US is shifting to what's being called an 'Introvert Economy'. It promises a boom for athleisure and wellness brands but presents a challenge for those relying on vibrant nightlife.

Young Americans drive growth of the ‘Introvert Economy’

According to research, Gen Zers watch more anime than they do football, pointing to a growing generational disconnect in sports fandom. Young people are engaging deeper with new forms of media, and brands are looking to movements like anime to appeal to Gen Z sensibilities.

US Gen Zers prefer anime over American football

Gen Zers are driving an unlikely resurgence of the shopping mall as a social destination, rejecting online shopping for IRL discovery. Many young people, beginning to understand the downsides of a digital-first existence, are turning towards physical experiences for connection and convenience.

Gen Zers drive the shopping mall rebirth in the US

Extreme heat, wildfires, and hurricanes – these are just a few of the natural disasters that American tourists have had to contend with over the last two years. What does climate change mean for the idea of vacations, and what do brands need to know?

Is it time to start ‘climate-proofing’ our holidays?

P&O Cruises is enticing travellers with a promise of both new connections and quality time with loved ones. Following an uptick in both loneliness and a post-pandemic revenge travel mindset, people are increasingly looking for maximalist experiences that can also facilitate relationship building.

P&O Cruises prioritises connection and quality time

The Hong Kong director’s debut TV series, Blossoms Shanghai, has sparked a domestic travel boom in the city of the same name. It’s speaking to people’s desire for hyperlocal nostalgia and escapism, and there’s an opportunity for brands to dial up the simulation when courting fandom-minded tourists.

Wong Kar-wai’s ‘Blossoms Shanghai’ spurs fan-led travel

Australian travel insurance app Freely has expanded to allow US consumers to take advantage of its pick-and-mix coverage options. By offering personalized insurance plans catered to the unique needs and preferences of travel enthusiasts, eager jetsetters can embark on adventures with confidence.

Why Freely is offering tailored insurance to travelers 

As private members' clubs and restaurants continue to open in major cities like New York, Los Angeles, London, Hong Kong, and Shanghai, how do these kinds of bespoke nightlife offerings draw in a new generation of people looking to socialise and network at the same time?

Why are members’ clubs the new heart of city nightlife?

Indians are refusing to go on holiday in the Maldives after Maldivian politicians insulted Indian Prime Minister Narendra Modi on social media. The controversy highlights the need for brands to invest in localism and intentional, positive messaging in the face of heightened polarisation.

Indians boycott travel to the Maldives amid diplomatic spat

London-based Soft Life Ski brings an Afro-Caribbean spin to snow sports with an annual festival on Europe’s slopes. In doing so, it’s tackling the homogenous archetype of the White wealthy skier – improving access to a sociable outdoor pursuit that Black people have long been excluded from.

How SLS democratises snow sports for Black Britons

Debuting in 2024, the Tren Maya offers 'slow' travellers a trip through Mexico’s Yucatan jungle, leaning into desires for ecotourism off the beaten track. However, the burden of proof for responsible travel has risen, with brands needing to demonstrate their social and environmental impact.

Tren Maya tests ecotourism priorities in Mexico

Gymbox is trying a different approach to New Year’s gym advertising, embracing the reality of London life in all its fun and busyness. Appealing to consumers through the relatability of local culture, this campaign reflects shifting attitudes towards fitness away from constant optimisation.

Gymbox uses relatability to appeal to London’s gym-goers

South Korea has created a unique visa that gives K-culture enthusiasts a taste of the Hallyu industry. As the global obsession with Hallyu continues to drive tourism in the country, the policy also signals the transformation of K-culture as an increasingly fluid and globalised commodity.

South Korea’s Hallyu visa courts aspiring K-pop idols

Veuve Clicquot and Belmond have teamed up to curate a selection of exclusive train journeys across three continents aimed at HNWIs. Amid an economic crisis, the collaboration highlights how brands are catering to a subset of the luxury demographic via unique and sustainable travel experiences.

Veuve Clicquot and Belmond cater to luxury eco-travel

Despite the country's firm religious roots, Christmas is also a commercial holiday in the Philippines with shopping playing a major role in how people celebrate. But as economic crises have shifted audience priorities, people are reevaluating what they want to give and receive during the holidays.

Christmas is major for Filipinos. How do they invest? 

The Mexican state of Nayarit has jumped on the 'travel dupes' trend – a term used to describe lesser-known destinations comparable to touristy or expensive sites. The turn to dupe destinations reflects fatigue from cookie-cutter experiences and a growing financial savvy among travellers.

Mexican state woos with ‘dupe travel’ experiences

Lego has announced that the Cullen House from Twilight will be turned into official Lego sets, selected from its Lego Ideas entries. Through co-creation with users and collaboration with a popular franchise, the brand is creating loyalty and deeper engagement with consumers.




Lego announces official Twilight set from fan submission

When HNWIs have the wealth to enjoy all earthly delights available on the planet, the only next logical step is to look beyond it. Why are the ultra-wealthy taking extreme risks to travel to the final frontiers, and how can brands tap into this appetite for exploring the limits of human experience?

How HNWIs are taking extreme tourism to the next level

The North Face is promoting diversity in outdoor sports through its free online 'Allyship in the Outdoors' program. Addressing challenges faced by people of colour in accessing nature, the program responds to rising demands for equitable and inclusive approaches to physical activity outside.

The North Face takes the lead on outdoor inclusivity

Fendi has unveiled a collaboration with Hiroshi Fujiwara’s streetwear label Fragment and Pokémon to celebrate the upcoming Year of the Dragon. These limited-edition, NFT-accompanied collabs offer consumers ever-expanding ways to signal status and exclusivity while remaining culturally relevant.




Fendi drops Pokémon collab for the Year of the Dragon

Ensuring gender parity at the 2024 Olympics is crucial for promoting sport equality. But with progress slow and major setbacks in online trolling, how can brands move forward with balanced representation that empowers female athletes and how will these efforts break down barriers for everyone else?

Can brands counter 'the dream deficit' at the Olympics?

A survey has shown that most Americans state their preferred accommodation for their holidays in 2024 would be a hotel – another blow to the increasingly maligned Airbnb. The findings demonstrate how people are looking for guarantees of comfort and convenience for their vacations.

Americans increasingly prefer hotels for travel comfort

Wagamama has joined a scheme to help prison inmates upskill in cookery, opening up new opportunities within the hospitality industry upon release. The initiative looks set to help address labour gaps in hospitality while responding to demands for companies to contribute positively to society.

Wagamama helps inmates find hospitality careers

The first of its kind, Saudi Arabia has announced that it will develop a gaming-centric retail and tourist destination. As people increasingly engage with gaming across multiple facets of their lives, they expect companies to envision brand experiences through gaming ecosystems.

Saudi Arabia builds esports-themed entertainment hub

Parisians are turning to TikTok to warn tourists not to come to Paris for the 2024 Olympics. Growing awareness of 'sportswashing' and disillusionment with hosting global events saw the Qatar World Cup met with international boycotts and protests, showing the heightened awareness around such events.

Parisians warn tourists against visiting for Olympics

Global travel drives fashion shopping trends, with 80% of tourists shopping while travelling – something set to continue in 2024. Brands like Chanel and Louis Vuitton are opening pop-ups in novel destinations, reflecting a post-pandemic desire for unique, personalised travel and luxury experiences.

Luxury shopping increasingly determines travel choices

Travel and Leisure

Women are feeling empowered to get outdoors

In 2017, just 58% of women in the UK and 50% in the US met national physical activity recommendations. But shifting gender norms mean that women are now unapologetic for wanting to be fit and physically strong – as demonstrated by the 5.3 million Instagram posts tagged with #strongwomen. While crossing the finish line of an Ironman event or swimming across an icy lake may once have been the reserve of weather-worn and muscled men, women are increasingly eschewing the gym in favour of more physically demanding activities such as hiking, open-water swimming and long-distance cycling.

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