Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Running has long been a sport governed by the clock. But everyday athletes are challenging the sport’s fixation with fast pace and defining personal bests on their own terms. As people of all ages, bodies, and abilities take up running, how can brands forge a more inclusive running landscape?

In the wake of the COVID-19 pandemic and armed with more knowledge about the interconnectedness of physical, mental, and social wellbeing, Gen Zers are looking for more than just cookie-cutter gyms. How can facilities adapt their spaces and messaging to better accommodate this cohort?

Nike Japan has launched a campaign inviting Gen Z girls to escape the pressures of perfection and express the power of sport. With mental health a major concern for Gen Z, the ad looks to release them from their self-imposed pressures and live their lives unapologetically.

Asics and Mind have joined forces for World Mental Health Day to call out performance-based exercise culture, and encourage a mental health-led approach instead. Fatigued from the cult of success, people are opting for more leisurely attitudes towards physical health and performance.