© 2007 iconoculture, inc. all rights reserved. this document contains valuable trade secrets and/or...
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© 2007 Iconoculture, Inc. All rights reserved. THIS DOCUMENT CONTAINS VALUABLE TRADE SECRETS AND/OR COPYRIGHTED INFORMATION OF ICONOCULTURE, INC. IT IS CONSIDERED CONFIDENTIAL INFORMATION AND MAY BE USED SOLELY FOR THE RECIPIENT’S OWN PERSONAL REFERENCE. NO PART OF THIS DOCUMENT MAY BE REPRODUCED, ALTERED OR DISTRIBUTED TO ANY THIRD PARTY WITHOUT ICONOCULTURE’S EXPRESS WRITTEN AUTHORIZATION.
Consumer Outlook
Sports/Fitness 2007Rob TregenzaSr. Director, Consumer Strategist Transportation and Sports/Fitness
Corinne AsturiasSr. Director, Consumer StrategistBoomers and Home/Garden
To understand sports and fitness today, look across categories for the influences changing the quest to look and feel great. From designer fashion collaborations to advanced materials and innovations that give consumers peace-of-performance mind, the industry continues to redefine its ability to sell lifestyle to active and not-so-active consumers. Nutritional advances and tech tools give amateurs access to the performance boosters previously reserved for the pros. Tech like GPS and broader WiFi zones are expanding the playing field. Marketers and brands need to keep improving approachability and integration (social interaction and tech being main vehicles) to bring reluctant couch and workstation potatoes onboard.
Sports/Fitness today
sporting gear and activity (professional, recreational), fitness gear and innovations (home, gym), outdoor gear and experiences, sports-related nutrition and performance enhancements
What we track
Integration nationIntegrated approaches make for better fitness results.
Mainstreaming trend
Nike and iPodApple.com/iPod/Nike images
Observation
Geek-a-CycleSlimGeek.com image
Observation
While home offices are the most popular specialty room for the second year in a row, requests for fitness rooms increased 3%, while hobby and game-room requests decreased 5%.
American Institute of Architects’ Home Design Trends Survey, Interior Design 9.18.06
TorquingSM
Macrotrend
TorquingSM turns it up a notch: Performance is style and style is performance. The prize goes to things, places, ideas and experiences that deliver maximum impact.
TorquingSM
Macrotrend
convergenceperformanceinnovationstyleadventure
• Gen X• Boomers• Families
Demographic hotspots
• Peer training • Bridal boot camps
What’s working
Sports and fitness boundaries will continue to do more than blur; they’ll mash. Exercise will become an increasingly meaningful activity that improves health and wellness on many levels, creating demand for products and services that genuinely motivate consumers to reach their individual goals. Innovations in equipment, programs, nutrition and gear will continue to make sports and exercise more fun and engaging, as well as less painful. And as in so many other categories, design, technology and personal application will continue to be the killer combo for the sports and fitness future.
Future forward
In the interest of health and weight management, consumers want to blend their active and not-so-active worlds. And unless it’s ultimate fighting, forget about pain to gain. Today’s work/life-blending consumers want convenience, fun and efficiency in their time-starved lives — and, of course, the reward of tangible results.
Key takeaway
Watch list
• Fantasy-reality sports crossover• Culture + Art = Fitness• Putting fun in the mix again• Really smart gear• Sports recreation travel• Super-active Boomers• Gyms replacing the golf course• Performance information aggregation• Trail-running surge
Rob TregenzaSr. Director, Consumer Strategist Transportation and Sports/[email protected]
Corinne AsturiasSr. Director, Consumer StrategistBoomers and Home/[email protected]