Signals

London – In collaboration with UNIT9 and Edelman Deportivo, footwear retailer Asics has created Black Out, a running track designed to train the mind.

The course, which has been developed to promote the brand’s new Gel Kayano 25 show range, is cloaked in darkness, giving runners no access to technology, music or scenery. Custom-made sounds and lights are embedded to eliminate distractions and allow athletes to solely focus on the connection between the body and the mind.

‘Asics was founded on the belief that a sound body fuels a sound mind, so this campaign goes right to the heart of who we are as a brand. Our promise is to bring our founder’s vision to life in the modern-age – where negative distractions of the mind can prevent us from reaching our potential and going the distance’, says Paul Miles, chief marketing officer of Asics.

Inspired by Japanese marathon runners, the track will bring together athletes and brand ambassadors from around the world to train in the intense environment.

UK – London-based fashion boutique Browns is exploring a rental model in partnership with on-demand luxury service Armarium.

The retailer will host a two-week pop up with the rental and styling platform to encourage consumers to engage in more sustainable fashion. Customers will have access to Armarium’s extensive inventory and services, including garments from Alexander McQueen, Christopher Kane, and a selection of Browns clothing that continue to live on the platform after the pop-up. Rental prices will range from £306 ($400, €345) to £344 ($450, €388).

‘Armarium’s bought/borrowed approach speaks to the topic of sustainability, therefore as a retailer we can extend the lifecycle of our products giving the client access to great pieces regardless of time, closet or pocketbook limitations’, says Holli Rogers, CEO at Browns.

With collaborative consumption on the rise, could subscription models provide a potential solution in slowing fashion down? For more, see our opinion piece here.

New research from Mintel reveals that Millennials are finding joy in socialising at home. As well as being perceived as a morerelaxing (74%), cheaper (69%) and personal (35%), nearly two in five (38%) Americans choose to drink at home in order to better control their alcohol intake.

Drinks brands are already capitalising on this shift in behaviour by launching low and no-alcohol alternatives. Start-up Punchy created a spiced rum punch that is available in 4% abv and 0% abv. Elsewhere, there is also an opportunity for brands to cater to consumers beyond the public environment with drinks designed specifically to be consumed at home. Last year, Garçon Wines launched wine bottles that fit through a letterbox for those who wish to stay in.