Signals

Global – Nike is set to launch two exclusive colourways of its Air Max Dn in collaboration with renowned make-up artist Isamaya Ffrench.

Drawing inspiration from female athletes who influence both sports and fashion, as well as the colour palette of her beauty products, Ffrench’s designs combine bold colours, textures and metallic accents, pushing the boundaries of athletic footwear.

Available from 20 December online and in-store, Ffrench’s re-imagining of the iconic Air Max Dn represents Nike’s commitment to performance, style and empowering women athletes to express their individuality.

‘You can have prowess in sport. You can be at the top of your game. You can take an interest in your appearance. You can express yourself in as many ways as you want and still be a top athlete. Beauty doesn’t undermine any of that. Beauty actually enhances it,’ said Ffrench in a press release. 

Our Game-Changers: The Future of Sports Fandom report explored the convergence of fashion and sport and its effectiveness in helping brands expand their reach. The next key partnership for sport will be beauty, creating a burgeoning space for exciting new collaborations.

South Korea – The South Korean government has unveiled plans to significantly boost paternity leave uptake and enhance childcare support as part of its strategy to combat the nation’s declining fertility rate. The goal is to increase the percentage of fathers taking paternity leave from 6.8% in 2022 to 50% by 2027 and 70% by 2030. 

This initiative, announced by the Presidential Committee on Ageing Society and Population Policy, aligns with broader efforts to encourage shared parenting. ‘The government will assess how work-family balance is at play and how the culture of shared parenting takes root in the workplace,’ said Lim Huing-chul, the committee’s secretary-general.  

A rise in maternity leave participation is also targeted, from 70% in 2022 to 80% by 2027 and 85% by 2030, alongside reducing the percentage of women aged 30–44 who do not return to work following maternity leave. 

 Other goals include expanding access to fertility testing and reducing childcare service waiting times from 33 days to just five days by 2030. These measures require cooperation from the private sector, legislative support and increased budget allocation to ensure success. To find out more about how the younger generation are redefining traditional stereotypes, read our Gen Z Parenting Market report.