LSN : News : A hyper-inclusive overhaul for Adidas sports bras

Silk to Silicon explores craft’s impact on tech

Silk to Silicon by Sebastian Koseda at Backlit Gallery, UK

Nottingham, UK – Silk to Silicon is an art exhibition that examines the link between the history of textile-making and modern computing. Through moving images, fabric samples and graphic design, artist Sebastian Koseda analyses how craft practices have given birth to automation in the past 200 years.

The exhibition follows the evolution of automatic silk weaving to the discovery of the silicon chip, which paved the way for crypto-mining, drone deliveries and data collection. The show examines the legacy of the Luddites, a group of skilled artisans who resisted mechanisation in the early 1800s.

With growing global concerns about the rise of automation, Koseda wonders if a Luddism revival is on the horizon. ‘In the next 10 years we are likely to see more change in automated technology than the last 100 years combined. Automation is ubiquitous, but for how long will workers and machines continue to co-exist in peace?’ asks artistSebastian Koseda.

Exploring the material history of digital innovations, Silk to Silicon grounds technologies like cryptocurrency in the real world. By demystifying abstract concepts in tangible ways, the exhibition taps into Digital Dialogues.

Strategic opportunity

Material objects can help make abstract concepts more concrete. For companies dealing with data, develop tangible materials or experiences to help explain detailed issues or subjects

A hyper-inclusive overhaul for Adidas sports bras

Adidas’ New Sports Bra Collection, Germany

Germany – After conducting research that found that 90% of women wear the wrong-sized sports bra, Adidas has re-engineered its entire sports bra portfolio to cater for the needs of all active women.

The new collection is the result of significant research and extensive testing performed in collaboration with the University of Portsmouth in the UK. With research indicating that wearing the wrong bra can cause skin stretch, the collection includes 43 new styles that cater for more bodies and exercise types than previously. Accommodating the individual needs of active women, the new collection comprises Everyday bras for lounging, Studio bras for low-to-mid intensity activities, Train bras for HIIT sessions, and Run bras for the highest level of breast support.

As the health sector's gender data gap impacts women’s wellbeing and athletic performance, there’s a rising need for Protective Performance Apparel. ‘The wrong sports bra can have a serious impact on performance and efficiency – for example, if you run a marathon, unsupported breasts travel an extra four miles on their own,’ explains Amy Charlton, senior director of product at Adidas.

Strategic opportunity

Make sure your organisation is undertaking product and experience-led research to help close the gender data gap and inform better, more appropriate products

This dating app caters for NFT collectors

US – Adding an element of finance to flirting, Lonely Ape Dating Club is a dating app for NFT collectors. The app, which combines Web3 with online dating, allows cryptocurrency owners to meet like-minded people.

Developed by a group of hackers and NFT collectors, the platform adopts an asset-based approach to online dating. Instead of submitting their personal information and romantic preferences, users that join the platform connect their crypto wallets, putting their NFT collections and net worth on full display.

Users then have the option to filter other prospective daters based on their net worth and NFT collection. The app also has a match-to-earn feature, which allows users to earn tokens by interacting with others. Its first launch will target individuals who own a Bored Ape Yacht Club NFT, allowing holders to match with other collectors.

As a result of the recent cryptocurrency boom, apps and services that allow Crypto-cliques to meet in person are gaining popularity.

Lonely Ape Dating Club

Strategic opportunity

Dating apps should consider how the emerging class of crypto investors wants to show off their wealth. Is it possible to integrate features that allows daters to flex their alternative assets?

Stat: Chinese citizens lead global wellbeing charts

Hermès Fit campaign by Lane & Associates, France

The findings of Lululemon's latest Wellbeing Index suggest that global wellbeing has improved, owing to better coping strategies and a greater focus on mental health. Despite a slight decline from the previous year, Chinese respondents ranked first in the index, reporting a 75% feeling of overall happiness.

The wellbeing rate in China is notably higher than the 66% average of the 10 markets surveyed by the sports apparel company. According to the research – which surveyed 10,000 people – the overall Wellbeing Index currently sits at 66, indicating a moderate level of wellbeing. But just 29% of respondents report 'good' wellbeing across all three elements of feeling well – physical, mental and social.

Since last year, the report finds that overall mental wellbeing has improved, but physical and social wellbeing have remained unchanged. Despite improving slightly since last year, social wellbeing remains the lowest of the three factors. Of note, just 21% of Generation Z say they’re happy in all three aspects compared with 29% of the total population. Despite outperforming other nations, Chinese respondents’ overall happiness declined compared with the previous year, suggesting that more has to be done to strengthen the Chinese Wellness Market.

Strategic opportunity

Consumers in China are resurrecting old-fashioned pastimes such as fishing and tufting. Consider how your company can help these emerging subcultures and calming pastimes thrive