LSN : News : 09 : 09 : 24

Game-Changers: Converting supporters into stakeholders

Sorare, France

Global – The future of sports fandom is evolving as casual supporters are transformed into full-time, invested fans. With a growing demand for deeper involvement, fans are no longer content with passive consumption. They want a say in the operations of their favourite teams, a shift that sports organisations must embrace to avoid alienating their most passionate supporters.

Polish start-up Zetly is pioneering this movement with its blockchain-based digital platform, designed to enhance fan experiences and engagement. The platform enables fans to create digital wallets for buying, selling and trading tokens and memorabilia, including personal content shot at live games.

Zetly takes fan participation a step further by offering clubs the ability to allocate tokens for voting, purchasing merchandise or accessing VIP content. This creates a virtual boardroom where fans can influence decisions including jersey designs, stadium music and even ESG commitments.

In the near future, this model could expand so that fans can become direct investors, funding smaller teams or emerging athletes. By leveraging blockchain, fans could profit from their investments while cultivating life-long loyalty, marking a new era where fans become true stakeholders in their favourite sports.

Join us online on 10 September 2024 from 2:00pm to 3:00pm BST for our Sports and Leisure Futures 2024–2025 members-only online event. RSVP now.

Not a member yet, but want access? Reach out to us now at [email protected].

SK-II unveils skincare collection inspired by kintsugi

SK-II's LXP Craftsmanship Series, China

China – Japanese luxury skincare brand SK-II has launched a skincare collection which draws inspiration from the Japanese art of kintsugi to celebrate the idea that beauty is not defined by the passage of time but is enhanced by it.

Much like the kintsugi technique that seamlessly mends pottery, the LXP Craftsmanship collection works to strengthen skin interconnections, promoting continuous and compounding skin improvement over time. The collection’s packaging mirrors this craftsmanship and features delicate kintsugi-inspired detailing.

Comprising a cream, essence, serum and eye cream, the collection is formulated with rare gold silk sericin and SK-II’s highest concentration of Pitera – an exclusive ingredient derived from a proprietary yeast fermentation process.

SK-II is on a mission to help people embrace true age beauty. By reinforcing the notion that time can be beauty’s greatest ally, the brand is turning the beauty industry’s traditional anti-ageing discourse on its head.

Strategic opportunity

Avoid perpetuating unrealistic beauty standards; instead, focus on narratives that celebrate ageing as an empowering, evolving journey. This approach fosters authenticity and positions your brand as aligned with modern, inclusive beauty ideals

Novak Djokovic named first global wellness advisor for Aman

Hansgrohe’s Green Vision Beyond Water, Germany

Global – World-renowned tennis player Novak Djokovic has been named the first global wellness advisor for luxury hospitality group Aman. The multi-year role will see Djokovic draw on his experience from on and off the court to enhance Aman’s wellness programmes and events. The athlete will also work on product development and brand extensions for Aman Essentials, the company’s line of lifestyle products.

With its headquarters in Switzerland, Aman Resorts has 35 properties across 20 countries, offering guests holistic health experiences that incorporate local healing traditions with an emphasis on longevity. In 2023 the group appointed Russian former world number one tennis player Maria Sharapova as its global wellness ambassador.

Djokovic has won the most Grand Slam titles in the history of men’s tennis and is known for his dedication to his physical and mental wellbeing.

In our Future Forecast 2024: Health & Wellness, we predicted how people’s interest in longevity will move from domestic habits and lifestyles to innovative hospitality experiences.

Strategic opportunity

Partner with elite athletes to serve as expert advisors and endorsers for wellness programmes and leverage their credibility to guarantee their effectiveness and authenticity

Stat: Feeld report reveals Gen Z embrace kink and monogamy

No Ordinary Love zine produced by Dazed Studio for Hinge, UK

Global - A new report by Dr Justin Lehmiller of The Kinsey Institute and dating app Feeld explores shifting trends in dating and relationships across generations. The State of Dating, based on a survey of 3,310 Feeld members from 71 countries, offers surprising insights into Gen Z’s romantic and sexual preferences.

While Gen Z lead in embracing kink – 55% of respondents said they’ve discovered a new kink through the app – monogamy remains the preferred relationship style for 23% of the generation. This contrasts with Millennials and Gen X, who favour ethical non-monogamy (24% and 27%, respectively), and Boomers, among whom 27% prefer friends with benefits arrangements.

‘While many young adults seem more open than ever to deviating from monogamy compared to generations before, monogamy retains a distinct appeal to many Gen Zers,’ the report states.

The data suggests that younger generations are exploring non-traditional sexual identities and relationship structures more freely than their older counterparts yet retain a strong interest in romantic stability, a sentiment we analysed in our Gen Z’s Dating Futures report.