After watching Sky Brown nail her Olympic debut, who didn’t want to jump on a skateboard and try out the basics? The sport was already enjoying a boom in popularity before the Games, with the pandemic creating the right conditions for interest to flourish, but what makes it so appealing?

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.

Zoom dance classes, living room yoga, and hour-long walks have become common activities during COVID-19 lockdown. But how much are people really focusing on fitness? Canvas8 spoke to 16 people to find out how their attitudes towards exercise have changed as a result of the pandemic.

As the world emerges from the stresses of the pandemic, a worldwide survey finds that people would prefer to choose a path of inner peace over life in the fast lane. This has implications for brands, not just in how they position their public offerings, but also how they develop company cultures.