In an attempt to revive the brand, Reebok has forged a ten-year alliance with CrossFit, a rapidly expanding underground fitness community. The collaboration offers a guide for any brand hoping to marry itself with a passionate community.

Every January, many people rush to the gym - but by February, lack of interest means they give up. Creating a community around exercise, Fitmob is a fitness programme that’s redefining what it means to be truly committed to getting fit.

People want their minds blown, and in the search for secular spirituality, they want to feel ‘part of something’, too. Boutique cycling studio SoulCycle provides a replenishing fitness experience that will empower your body, mind and spirit.

Sex sells – and so does controversy. But with a new focus on audience involvement, musicians and film-makers alike are handing their incendiary wares over to a participatory online culture for dissection and regurgitation.