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Supernatural adds group-based workouts to VR fitness app

Supernatural Together, US

US – VR fitness platform Supernatural has introduced a feature called Supernatural Together where users participate in real-time group workouts. The Play with Friends option lets users join a private room with up to two friends for a supportive workout environment. Those who enjoy Supernatural’s boxing or flow workouts can now compete against others in real time.

In addition to group workouts, users can interact through voice chat and personalise their avatars with unique styles and colours. Some of the classes on this subscription-based service are set in immersive, exotic locations such as Cairo and the Moon, with workouts featuring lightsabre-like visuals for hitting targets.

Historically, VR fitness has been seen as a solo activity, appealing particularly to those who feel uncomfortable in live group fitness settings. However, with the introduction of these social features, the platform is transforming into a community-driven experience, where real-time competition and collaboration motivate users to return more often.

This development aligns with the growing cognitive metaverse, where AI and spatial computing create enhanced digital environments, as explored in our The Synthocene Era: Merging Human and Machine Intelligence macrotrend report.

Strategic opportunity

Build exclusive virtual wellness communities where users can socialise, support one another and share progress. Fostering a sense of belonging can drive brand loyalty and subscription renewals

Target and Dr D’Wayne Edwards debut expanding shoes for growing feet

US – Target has teamed up with renowned footwear designer Dr D’Wayne Edwards to launch an innovative new shoe brand, Ünos by Sz, which hit stores in September 2024. This groundbreaking collection is designed to adapt to growing feet, aligning with Target’s mission to combine fashion, function and affordability. The Ünos line features patented technology that allows children’s shoes to expand by half a size and adults’ shoes by a full size, offering longer-lasting wear. The Z-shaped sole, which stretches in both length and width, ensures maximum comfort and flexibility.

With more than 15 styles to choose from, all priced under £38.22 ($50, €45.55), the collection is crafted with durability, comfort and budget-conscious shoppers in mind. This launch reinforces Target’s focus on providing stylish, problem-solving products at an unbeatable value. Edwards, who began his footwear career at 17 and has pioneered many developments in the industry, brings decades of experience to this collaboration. ‘The Ünos by Sz collection builds on the Target legacy with shoes that look great, are incredibly comfortable and built to last,’ said Jill Sando, Target‘s executive VP and chief merchandising officer.

Edwards solidifies Target’s position in the fashion-forward, functional retail space while also showcasing how to meaningfully contribute to the Inclusive Fashion Market.

Ünos by Sz, US

Strategic opportunity

In the current cost of living crisis, tap into consumers’ needs for long-term value by creating solution-orientated products that prioritise functionality without sacrificing affordability

Oatrageous launches dairy-free cream liqueur as a plant-based alternative

Oatrageous, US

US – Oatrageous has introduced its new line of dairy-free cream liqueurs, a plant-based alternative with no dairy products, gluten, lactose, high fructose corn syrup, artificial sweeteners or seed oils. The range includes three varieties: Coconut, Espresso and what the company claims to be the world’s first dairy-free Bourbon Cream, with 14% alcohol by volume.

‘There are many consumers who want to enjoy cream-based products but are limited by dietary restrictions, lifestyle choices or taste preferences,’ said Oatrageous co-founder JD Recobs in a statement. Co-founder Emily Recobs added, ‘With a strong commitment to sustainability, we carefully craft every bottle using clean, high-quality ingredients while keeping the environment in mind throughout the process.’

In addition to being plant-based, Oatrageous boasts 30% less sugar than leading cream liqueurs and only 100 calories per serving. Priced at £21.40 ($27.99, €25.5), it will be available for purchase online and in select US markets.

This launch reflects the growing consumer interest in flavour innovations and unique alcoholic beverages, as discussed in our Spirited Synthesis report.

Strategic opportunity

The plant-based aisle is growing beyond protein and milk, so look into developing bold plant-based versions of existing products to cater to the growing number of consumers with dietary restrictions or lifestyle preferences for vegan, gluten-free or dairy-free options

Stat: American Gen Z have mixed feelings about social media

Photography by Shingi Rice, UK

US – A survey by The Harris Poll of 1,000 Gen Z adults (aged 18–27) found their perspectives regarding social media and smartphone usage are more pessimistic than expected. The findings reveal that nearly half of respondents wish platforms including TikTok (47%) and X (50%) had never been invented. Despite 94% associating social media with the word ‘entertaining’, and 76% using it for entertainment, a significant 57% relate it with ‘isolation’.

In terms of self-regulation, 83% have attempted to limit their usage, with 42% setting self-imposed time limits. While 18% feel social media positively impacts their lives, 59% believe it has negatively affected their generation. Most support laws mandating ‘child safe’ accounts and express a willingness for parental restrictions on smartphone access.

In our Gen Z Now and Next: From Vision to Contradiction macrotrend report, we analysed how this cohort is a walking paradox that feels isolated but is still hyperconnected and unable to log off from social media.

Strategic opportunity

Consider developing tools and apps with time trackers, digital detox features or notifications encouraging breaks to help Gen Z manage their screen time, reduce social media usage and promote mental health