Why ASICS changed the traditional ‘before and after’ workout format
“A recent study by ASICS found that nearly three-quarters of people believe that society's obsession with the perfect body is damaging our mental health. 80% are demotivated by exercise transformation images and nearly half (48%) feel insecure about their bodies
The price of being single
“The number of singles in society is rising. In the US, 38% of adults between 25 and 54 are single, compared to 29% in 1990. A similar trend is found in the UK, South Korea and Japan. More people prioritize
How Gen Z changes what’s in fashion
Instead of big fashion powerhouses that inspire people what to wear, trends are increasingly found in the streets. This so-called "bottom-up-fashion" was first described in the late 1970s, but is especially alive and kicking right now. Gen Z has inverted
Salt brand becomes rival’s biggest supporter
In South-American countries, salt is broadly associated with bad luck. So when Cris-sal, an Ecuadorian salt brand, inquired to sponsor the national team in the upcoming world cup, the football association declined. However, the brand still wanted to help and
The danger of pluralistic ignorance
Scroll through social media, and it’s easy to believe people are extremely divided. However, often we’re more united than we think. Americans, for example, greatly underestimate how many other people support climate policy according to recent research. The vast majority of
A very annoying museum, you’ve been warned
Digitalisation made it crucial to develop new customer service experiences, especially during the pandemic. According to McKinsey, 43% of consumers have switched to digital channels due to convenience and availability. Even though every big company nowadays has marketing, UX and communication teams
Adidas’ Gen Z proof birthday party
For the 50th birthday of the brand, Adidas Originals hosted a pop-up party "A sartorial city" in Berlin, which was dedicated to defining the new age of originality. Instead of the usual polished and overly-curated brand event, Adidas had some fun
Bottle design provokes creative play?
Between 1975 and 2008, the number of products in the average supermarket swelled from an average of 8,948 to almost 47,000. The result? Brands do not only compete for sales but also just to be noticed among the ocean of different products
The pandemic disrupted maturity among young adults
Now that the pandemic is increasingly taking a back seat in our everyday lives, it is interesting to assess the degree to which people have been (lastingly) affected by such a disrupting event. Even though environmental events are conventionally found
Decathlon → ‘Nolhtaced’
Decathlon shops in three Belgian cities have temporarily been renamed as ‘Nolhtaced’ (apparently pronounced Nol-ta-ked). This name reversal is meant to draw attention to the store’s new buy-back service (a.k.a. reverse-shopping) where customers can sell their old sports goods to