Signals

US – Nike’s Jordan brand has partnered with Fortnite, the popular online video game, to release two new downloadable characters wearing Nike shoes.

The #FortniteXJumpman collaboration includes two limited-edition skins that players pay for – both wearing Air Force 1s in a variety of colours. The in-game product drop is intended to promote a new Fortnite racing game mode called Downtown Drop and allows Nike to reach Fortnite’s 250 million registered users.

The Jordan partnership follows other recent in-game collaborations, such as virtual jerseys launched with the National Football League and crossovers with the Avengers franchise. Such deals are intended to appeal to players, while offering brands and partners new advertising streams within the game, made by Epic Games.

In a similar vein, we explore how brands are beginning to blur the line between material and digitised products through gamification in our Immaterial Fashion microtrend.

London – The AllBright Mayfair has partnered with 58 Wellbeing & Lifestyle to offer women a new space dedicated to wellness.

Located on the second floor of the private members club, The AllBright Mayfair, 58 Wellbeing & Lifestyle will offer women a 360-degree approach to wellbeing, including an in-house general practitioner, plus holistic, medical, physiological and aesthetic treatments. The space will host three holistic wellness rooms offering a variety of physical and spiritual treatments, as well as a hair and beauty salon.

Alongside the wellness space, AllBright members and the public will be able to use a boutique fitness space by the media company Stylist, branded Stylist Strong. In addition to offering class-based workouts for women, the studio schedules some of their classes in line with hormonal cycles, demonstrating how brands can create fitness concepts aligned with natural human cycles and chronobiology. For more, read our Cyclical Beauty microtrend.

According to Smart Home Week, Britain is now home to 15 million smart homes, defined as home with a form of smart device able to control appliances such as the lights, doors, the kettle or vacuum cleaner.

Analysing insights from 2,000 consumers, the study found that 57% of British homes now contain a smart device, with one in four adults using such devices to control their television, and one in three using them to play music.

In terms of future investments, in the next 12 months a third of Brits plan to purchase smart light bulbs, while more than a fifth of adults surveyed said they will be looking to update their homes with smart lights, thermostats, and security cameras.

Amid the growing appetite for smart devices, appliance brands and interior outfitters are increasingly integrating these technologies into their products. For more on what’s happening in the heart of the home, explore our microtrend Connected Kitchens.