Easily accessible and low-commitment sports continue to attract Gen Zers in China. 'Land surfing' is the latest in a line of leisure activities that have a low barrier to entry, and which provide novel spaces for the kind of social connection that many are still missing post-pandemic.

In celebrating their Originals line, Adidas's new campaign features local artists and culture creators in Hong Kong and Asia. People are diving deep into local cultures and want to express their evolution, so campaigns by global brands like this could lean into authenticity to gain favour.

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.