People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Traditionally viewed as a sport played mainly by those with elite social cachet, tennis appears to be moving towards a more accessible image. Part of this is down to the lifestyle element of the game, with younger audiences being drawn to tennis-inspired fashion and fits.

Chunky sneakers, dubbed ‘dad shoes,’ are increasingly popular with younger generations, offering both comfort and nostalgia. Prized for their practicality over their appearance and commonly donned by lawn-mowing fathers, the shoes are fueling resale markets online and inspiring contemporary designs.

The pandemic and climate change have shone a light on Americans’ fashion habits. Sustainability remains a key priority for consumers as they expect their clothes to last longer, be kind to the environment, and work harder for them. How are fashion brands evolving to cater to this new utility?

With so much buying power and influence emanating from Gen Zers, sports organizations and brands are evolving how they interact with viewers. With attention spans proving a challenge for those looking to engage young people, how is the sports industry reaching this audience?