LSN : Daily Signals : Oura recruits England football players to spotlight recovery as a performance metric

Oura recruits England football players to spotlight recovery as a performance metric

Global – Wearable health technology brand Oura has signed England football captain Harry Kane and vice-captain Declan Rice as global ambassadors for its new Oura Ring 5.

The long-term partnership centres on the ring’s sleep-, recovery- and readiness-tracking capabilities, with both players using the ring’s biometric tracking capabilities during a major international tournament.

The collaboration signals the continued shift of wearable technology from fitness-tracking to performance optimisation, positioning recovery as a competitive advantage. Active men are emerging as a key audience for health brands, as longevity practices move beyond elite athletes and biohackers to become part of everyday wellness routines.

Read our newly released macrotrend report, New Codes of Luxury: The Longevity Effect, to understand how the industry is responding to this shift by moving on from selling wellness products to selling personalised wellness protocols and systems.

Strategic opportunity

Move beyond standalone wellness products and create recovery ecosystems for everyday athletes, blending coaching, products and biometric insights into continuous performance and wellbeing journeys

Alterist gives upcycled fashion a permanent home in London

Parijata Upcycle, India

UK – Upcycling platform Alterist has opened its first permanent store in East London, signalling growing demand for circular fashion that prioritises creativity alongside sustainability. Founded in 2020, the platform works with almost 200 designers across 18 countries who transform deadstock fabrics and surplus textiles into one-of-a-kind garments and accessories.

Designed as a community hub as much as a retail space, the store enables shoppers to discover designers, learn about garment provenance and engage with the stories behind each piece.

‘I’ve always felt there was a need for a permanent physical space where people could meet, discover designers, touch garments and learn more about what they wear,’ Martina Sorghi, a fashion school graduate and designer who co-founded Alterist with Hannah Standen, told Broadsheet.

In Rebranding Sustainability, we explore why traditional sustainability messaging is becoming outdated and, in some cases, counter-productive. Alterist reflects this shift, attracting consumers through creativity, rarity and designer storytelling, while circularity remains embedded in the experience.

Strategic opportunity

Position circularity as a source of creativity and exclusivity, using designers and limited-edition formats to transform waste into culturally desirable products with unique stories

Stat: Talking animals get more screen time than women over 60

UK – Older women remain strikingly absent from blockbuster cinema, according to a new study by Age Without Limits, the anti-ageism campaign run by the Centre for Ageing Better.

The research analysed the 100 highest-grossing UK films in 2023, 2024 and 2025, and found that out of the 300 films, just five featured a woman over the age of 60 as a leading character.

By comparison, 20 featured a talking animal, making a box-office film four times more likely to star an animated creature than an older woman.

For brands and entertainment platforms, the findings underline the commercial and cultural blind spots created by narrow representations of age. Our Redefining Mid-life report analyses this untapped consumer cohort, laying out the economic and societal advantages for businesses that recognise, include and cater for Gen X women.

Strategic opportunity

Design age-inclusive representation as a growth strategy, not a diversity add-on, by casting older women as visible protagonists, experts and cultural drivers across content, campaigns and brand worlds