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Join our Future Forecast 2025 free webinar

Future Forecast 2025 Report by The Future Laboratory, UK

The Future Laboratory’s Future Forecast 2025 report goes beyond the fleeting to uncover the behavioural patterns shaping tomorrow.

Across 10 sectors, we spotlight 50 trends set to define 2025, from robotic baristas to the rise of wellness tourism focused on longevity, functional perfumes offering more than just scent, and luxury brands embracing their tastemaker era in museums. This report provides brands with practical foresight to stay ahead of the curve, demonstrating how an understanding of these deeper patterns can drive meaningful, future-ready strategies.

Join us on 5 December for an overview of our Future Forecast 2025 report. The event will take place online from 2:00pm to 2:30pm GMT. There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

You can RSVP to this webinar now.

Nike teams up with Isamaya Ffrench for a beauty-inspired Air Max Dn collection

Isamaya Ffrench and Nike, US

Global – Nike is set to launch two exclusive colourways of its Air Max Dn in collaboration with renowned make-up artist Isamaya Ffrench.

Drawing inspiration from female athletes who influence both sports and fashion, as well as the colour palette of her beauty products, Ffrench’s designs combine bold colours, textures and metallic accents, pushing the boundaries of athletic footwear.

Available from 20 December online and in-store, Ffrench’s re-imagining of the iconic Air Max Dn represents Nike’s commitment to performance, style and empowering women athletes to express their individuality.

‘You can have prowess in sport. You can be at the top of your game. You can take an interest in your appearance. You can express yourself in as many ways as you want and still be a top athlete. Beauty doesn’t undermine any of that. Beauty actually enhances it,’ said Ffrench in a press release.

Our Game-Changers: The Future of Sports Fandom report explored the convergence of fashion and sport and its effectiveness in helping brands expand their reach. The next key partnership for sport will be beauty, creating a burgeoning space for exciting new collaborations.

Strategic opportunity

Partnering with cross-sector influential figures can spark authentic, innovative collaborations that reach new audiences and push the boundaries of your category. Consider teaming up with experts or content creators from unexpected fields to expand your brand’s reach and impact

Orkos re-invents luxury security with Watchlock

Global – Amid a wave of Rolex thefts across cities like New York, London and Paris, French company Orkos is redefining how luxury watch owners protect their timepieces. Its innovative Watchlock system offers a cutting-edge solution to prevent thefts and accidental loss, ensuring your prized Rolex stays securely on your wrist.

The brainchild of French entrepreneur Sébastien Buonomo and watchmaker Bruno Herbert, Watchlock incorporates a micro-locking mechanism into the bracelet clasp. Made from high-grade 316 L 1.4441 stainless steel and assembled in Switzerland, the system uses a small key to activate or disable the lock. Once locked, the clasp cannot be removed without the key, offering robust protection against theft and peace of mind during activities like swimming or diving.

Currently compatible with Rolex Airking, DateJust and Daytona models, Watchlock retails for £563 ($716, €680). This innovation combines security with craftsmanship, setting a new standard in luxury watch ownership, and showcases the need for innovation in the Safety Fits category.

Vacheron Constantin and Yiqing Yin, Switzerland

Strategic opportunity

Offer customisable security solutions for luxury watches or other valuable items, such as interchangeable clasps or bespoke designs that align with the customer’s personal aesthetic

Stat: South Korea sets ambitious targets for paternity leave and childcare

The North Face Maternity Collection SS22, Japan

South Korea – The South Korean government has unveiled plans to significantly boost paternity leave uptake and enhance childcare support as part of its strategy to combat the nation’s declining fertility rate. The goal is to increase the percentage of fathers taking paternity leave from 6.8% in 2022 to 50% by 2027 and 70% by 2030.

This initiative, announced by the Presidential Committee on Ageing Society and Population Policy, aligns with broader efforts to encourage shared parenting. ‘The government will assess how work-family balance is at play and how the culture of shared parenting takes root in the workplace,’ said Lim Huing-chul, the committee’s secretary-general.

A rise in maternity leave participation is also targeted, from 70% in 2022 to 80% by 2027 and 85% by 2030, alongside reducing the percentage of women aged 30–44 who do not return to work following maternity leave.

Other goals include expanding access to fertility testing and reducing childcare service waiting times from 33 days to just five days by 2030. These measures require cooperation from the private sector, legislative support and increased budget allocation to ensure success. To find out more about how the younger generation are redefining traditional stereotypes, read our Gen Z Parenting Market report.

Strategic opportunity

As born non-traditionalists, Gen Z approach child-rearing with equality in mind, meaning dads – and non-binary and trans parents – are an equally important target market