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Southampton FC launches creative design studio Turf

Turf, UK

UK – Southampton FC has unveiled Turf, an innovative creative design studio bringing the club’s renowned in-house creative expertise to the broader business landscape.

Previously dedicated to the club’s projects, Turf now offers its branding, content creation and design services to external clients. Combining the storytelling prowess and dynamic execution honed within the fast-paced sports industry, Turf positions itself as a go-to partner for businesses seeking visually impactful campaigns.

‘Turf represents a new chapter in how we connect with fans, partners and the wider community through bold and imaginative storytelling,’ says Ashley Kirby, brand and creative lead at Southampton FC.

The studio provides services ranging from branding and identity to web design and strategy, and already has retainer clients from existing Southampton FC partnerships. Turf also emphasises its connection to local businesses, competitive pricing and tailored events at St Mary’s Stadium.

Turf underscores the increasing ambition of sports teams to expand their cultural influence through creative storytelling and to elevate fan experience, which aligns with the findings in our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

Don’t be afraid to expand your business offerings outside of your niche in response to customer demand. Consider how adding new divisions to your business can strengthen brand identity

North Six expands into experiential retail with new agency division

Global – Global lifestyle production agency North Six has launched a new division specialising in experiential retail activations and influencer marketing, signalling its ambition to expand these services internationally in 2025.

This new agency is led by former Executive Director of Dazed Studio, Liam Osbourne, and former Global Head of Strategy, FLUX at Monks, Duncan Gowers, alongside US and UK Heads of Production Andrew Barlow and Liam Leslie and VP of Consumer Influence Mikey O’Brien.

Early projects include retail activations for Byredo, Montblanc and Burberry, as well as award-winning work for Dr Jart+. ‘We offer seamless integration of experiential production, influencer marketing, and content creation,’ said Osbourne in a statement.

As part of Together Group (The Future Laboratory’s parent company), North Six will collaborate with sister agency PURPLE to deliver enhanced services combining PR and digital marketing. Together Group CEO Christian Kurtzke described the move as a response to growing client demand for immersive consumer experiences.

North Six, UK and US

Foresight Friday: Alice Crossley, senior foresight analyst

AI imagery by The Future Laboratory, UK

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, senior foresight analyst Alice Crossley dives into the health and wellness insights from the best 2024 trend reports.

: From Spotify Unwrapped to Pinterest Predicts, it’s been a big week for brands launching yearly round-ups and trend reports. My favourite so far comes from fitness tracker and social network Strava which revealed a 59% increase in running club participation globally in 2024 (Mass Movement is going nowhere in 2025) and pointed to a rise in shorter workouts and prioritised recovery. As the report puts it, ‘Burnout is out. Balance is in’.

: Health and wellness booking app ClassPass published its 2024 Look Back Report this week, highlighting an 84% increase in Pilates workouts, a 109% increase in low-impact training and a 39% uptick in massage appointments (each compared to 2023), echoing Strava’s findings on balance and self-care. ClassPass also recorded a 159% increase in preventative healthcare body scanning appointments, a trend we foresaw in our Longevity Lifestyles report.

: Holland & Barrett’s Wellness Trend Report looks ahead to nutrition trends for 2025, predicting a big focus on fibre and brain food (foods that contribute to optimal cognitive function), topics we also explored in our Functional Feasting report. Most interestingly, Holland & Barrett suggests the health and wellness industry will turn its attention to matrescence, prioritising the needs of maternal health. We recently published a report highlighting the need and opportunity for brands to support women during this transformative life stage.

Quote of the Week

‘The rise of a more relaxed workout routine that’s rooted in social connection proves that working out is no longer about burning out’

Zipporah Allen, chief business officer, Strava

Stat: Saudi Arabia’s tourism boom powers global rankings

Leyja, Neom. Photography by Habitas, Saudi Arabia

UAE – Saudi Arabia has climbed to third place in global tourism rankings, recording an impressive 61% rise in international arrivals during the first nine months of 2024 compared to pre-pandemic levels in 2019, according to the latest UN Tourism Barometer.

This achievement underscores the Kingdom’s status as one of the fastest-growing tourism economies, bolstered by a 15-place climb in inbound tourist spending rankings in 2023.

Leading G20 nations in tourist arrival growth for the first seven months of 2024, Saudi Arabia’s success is rooted in strategic investments in infrastructure, revitalised cultural sites and new attractions, making it a global destination for high-spending travellers.

The Future Laboratory and Together Group’s New Codes of Luxury in Saudi Arabia report unpacks the innovations in technology, hospitality and local enterprise helping to boost this emirate’s reputation as a travel destination.

Strategic opportunity

Create premium, bespoke travel experiences highlighting Saudi Arabia’s cultural landmarks and support local businesses. Tailor offerings to affluent, experience-driven people who are seeking authentic and exclusive journeys in one of the world’s fastest-growing tourism markets