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Game-Changers: Sports leagues embrace gaming to capture Gen Z fans

Adidas and 100 Thieves, US

Global – With traditional sports viewership declining among younger audiences, sports leagues are turning to gaming platforms to engage with Gen Z. A YouGov report found that only 31% of UK sports fans aged 18–24 watch live sports on television, highlighting the challenge of building sports fandom in this demographic.

In response, sports organisations are embracing gaming, a fast-growing channel for fan engagement. The National Basketball Association (NBA) in the US, for instance, teamed up with game developer Saber to create NBA Playgrounds on Roblox in November 2023. The arcade-style game is inspired by real public basketball courts, merging physical sport with virtual play.

Similarly, Wimbledon introduced Race to Wimbledon on Fortnite ahead of its 2023 tournament, offering gamers a chance to navigate London landmarks en route to Centre Court.

‘You won’t attract young audiences to new platforms, so it’s better to collaborate with platforms like Roblox, Fortnite and Minecraft, where they’re already spending time,’ says Thommy Bouman, marketing manager at Dutch software company Beyond Sports. This shift underscores how sports organisations are adapting to changing behaviours, using gaming as a gateway to engage the next generation of fans.

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Kate Spade reveals Global Fund for Women’s Mental Health

Kate Spade New York’s autumn 2024 Campaign, US

US – Kate Spade New York is deepening its commitment to social impact with the launch of its Global Fund for Women’s Mental Health, featured in the brand’s autumn 2024 campaign. The initiative, 11 years in the making, aims to advocate for and invest in mental health resources for women worldwide.

The campaign features actresses Nicola Coughlan, Taraji P Henson and Marsai Martin in a short film that highlights the importance of mental health in women’s empowerment.

Kate Spade has invested more than $31m in global mental health initiatives to date. Taryn Bird, executive director of social impact at Kate Spade, emphasised that 'women’s mental health continues to go heavily stigmatised and underfunded... this is a global issue’.

The initiative kicked off with the brand’s third annual Global Summit on Women’s Mental Health in New York City on 5 September.

For more insights on how creative spaces can improve mental health, listen to our podcast with Dr Tasha Golden on the Impact of Art on Mental Health.

Strategic opportunity

Develop campaigns that integrate social impact initiatives directly into your brand’s identity, similar to how Kate Spade is combining fashion and female mental health advocacy

Foresight Friday: Alice Crossley, senior foresight analyst

AI imagery by The Future Laboratory, UK

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Alice Crossley dives into the revival of print media, non-toxic tech and Elf Beauty’s unexpected move into music.

: It’s been a big week for print: J Crew has revived its print catalogue, The Cut published its first standalone print issue, and Paper magazine is celebrating 40years with a fold-out zine. i-D magazine is back online too. The New News looks a lot like the old news…

: If the return of print media isn’t enough to stop the doom scroll, Calm has introduced Taptivities, mindful text-based sessions, each under two minutes, to develop gratitude, self-reflection and breathwork. Quiet Mode: on.

: Meanwhile, Elf Beauty has announced its debut album to soundtrack get ready with me (GRWM) videos. The album will be the first product to come from the cosmetic brand’s new entertainment arm, Elf Made. From dominating dupe culture to breaking the internet with its campaigns and product launches, what can’t Elf Beauty do?

Quote of the Week

‘It’s about f*cking time’

i-D magazine

Stat: US male graduates not seeking work amid job market slowdown

After Hours by Shauna Summers via DTS, Germany

US – A Bloomberg News analysis of the latest 12 months of US government data shows more young men are becoming NEETs (not in employment, education or training) than women. The share of male college graduates participating in the workforce has declined in the past year, with one in five under the age of 25 neither employed nor actively looking for work.

Recent graduates face a slowing job market after years of robust hiring. Male graduates, particularly those in technology and finance, are feeling the pinch as companies pause expansion plans. Many are delaying their job search, waiting for positions with salaries that match their expectations. In contrast, female graduates maintain steady participation rates, often turning to part-time work or positions outside their field.

For more insights on Gen Z’s attitudes to work, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.

Strategic opportunity

Tailor recruitment efforts to the attitudes and expectations of Gen Z, focusing on their desire for purpose-driven work, career development and flexibility