LSN : Daily Signals : Balenciaga signals deeper sport alignment with new range

Pentagram crafts human-centric identity to bring GEIUK gender data to life

Pentagram's Gender Equality Index, UK

UK – Independent design agency Pentagram has created a visual identity for the Gender Equality Index UK (GEIUK), the UK’s first tool to measure, map and monitor gender inequality at local authority level. While existing indices offer national snapshots, the Gender Equality Index drills into place-specific data, making structural inequality visible and actionable.

As lead partner Marina Willer told Creative Boom: ‘We had to create something that made science feel human and celebratory, that focused on the wonderful change that a tool like that could help to promote.’

Pentagram’s response is a flexible, patchwork-inspired visual language drawn from indexing and data visualisation. Colour-blocked forms and motion bring warmth and accessibility to complex datasets, while avoiding gender-coded cues.

Using design as a tool for education and to share radical thinking emerged as a key trend in 2020, as explored in our Graphic Activism design direction. Six years on, Pentagram’s GEIUK identity shows the continued power of using design to translate insight into influence and drive meaningful change.

Strategic opportunity

Brands can use human-centred, visually engaging design to make complex data more accessible and understandable, turning insight into action and ensuring audiences can engage with information that might otherwise feel abstract or intimidating

Balenciaga signals deeper sport alignment with new range

US – Luxury fashion house Balenciaga has partnered with the National Basketball Association (NBA) on an autumn 2026 capsule collection that brings basketball codes into its ready-to-wear offering.

The limited-edition range blends basketball heritage with Balenciaga’s signature silhouettes, offering varsity and coach jackets, tracksuits, t-shirts and accessories crafted in premium materials including leather, satin and Japanese denim. The range references the NBA’s iconic colour palette of electric blue, scarlet and white, while Balenciaga details anchor the pieces in couture identity.

Creative director Pierpaolo Piccioli positions the collaboration as a natural extension of the house’s philosophy, where the body, movement and a sense of community sit at the heart of both sport and design. The partnership builds on the brand’s previous ventures in sport, including its own athletic collections and collaborations with Under Armour and Puma.

This move goes beyond brand visibility. As sport increasingly operates as a cultural touchpoint shaping community and identity, fashion brands are strengthening ties with athletes, leagues and teams. These collaborations extend past sponsorship or product, combining the emotional pull of sport with fashion’s expressive codes to create shared narratives around movement, empowerment and belonging.

For more, read our Future Forecast 2026: Fashion report.

N7 Collection by Nike , US and Canada

Strategic opportunity

Think about aligning with the cultural ecosystems your audiences actively participate in. By understanding where sport, fashion and lifestyle intersect across daily life, you can build relevance through shared values and communities

Stat: Five minutes of daily exercise could help millions of people live longer

Everyone Needs a Squad, EE, UK

UK, US, Norway, Sweden – According to a study by the Norwegian School of Sport Sciences, an extra five minutes of daily exercise and 30 minutes less sitting could significantly reduce premature deaths, highlighting the powerful impact of small, achievable lifestyle changes.

The research analysed data from 135,000 people across the UK, the US, Norway and Sweden. It found that adding five minutes of moderate-intensity activity, such as brisk walking, was associated with a 10% reduction in premature deaths. Cutting sedentary time by 30 minutes a day was linked to a further 7% reduction. The largest benefits were seen among the least active 20% of the population.

Researchers stressed that the findings should not be used as individual exercise prescriptions, but should demonstrate the ‘potentially vast benefits for populations as a whole’. Professor Aiden Doherty of the University of Oxford, who was not involved in the study, described the analysis as a leap forward, adding: ‘Up to 10% of all premature deaths might be prevented if everyone were to make small and realistic increases to their moderate-intensity physical activity of five minutes a day.’

This reinforces LS:N Global’s Longevity Lifestyles macrotrend report, highlighting the growing demand for everyday behaviours that support longer, healthier lives.

Strategic opportunity

Rather than promoting constant self-optimisation, health and wellness brands should embed micro-movement into daily routines – via gamified apps, social challenges or product design – encouraging five-minute activity bursts that make healthy habits achievable and help build healthier societies