News 30.01.2025

Need to Know

ATP Tour’s new platform and campaign targets new tennis fans, rappers Krept & Konan to open a supermarket in Croydon and why mistrust in democracy plagues Gen Z.

ATP Tour launches bold campaign to boost tennis beyond the majors

It All Adds Up for ATP Tour. Campaign by Wieden+Kennedy London, UK
It All Adds Up for ATP Tour. Campaign by Wieden+Kennedy London, UK
It All Adds Up for ATP Tour. Campaign by Wieden+Kennedy London, UK

UK – The ATP Tour is ushering in a new era with It All Adds Up, a campaign designed to elevate the year-round men’s tennis circuit and its role in shaping player rankings. Created by Wieden+Kennedy London, the campaign aims to increase awareness of the ATP Tour, which has often been overshadowed by the Grand Slam tournaments. 

Andrew Walker, senior vice-president of brand and marketing at the ATP Tour, explains the goal is to ‘move the ATP Tour and our athletes deeper into the heart of cultural conversations’. The campaign addresses visibility challenges, which have historically been hindered by limited broadcast coverage. The recent launch of Sky Sports Tennis in the UK seeks to remedy this alongside the new branding effort. 

The campaign uses a typographically driven approach to build energy and intensity, setting the ATP Tour apart from traditional sports campaigns reliant on player footage. Motion and still visuals mirror the rhythm of tennis rallies, while a design-led aesthetic draws inspiration from classic print advertising. 

Launching during a generational shift in men’s tennis, the campaign seeks to spotlight rising stars and re-ignite excitement in the sport beyond its iconic legends. 

In our Game-Changers: The Future of Sports Fandom we explore how sports fandom is evolving and how businesses are crafting engaging content, products and experiences to captivate the casual sports fan.

Strategic opportunity

Shift the focus from established figures to emerging talent to attract new audiences. Consider how your industry can champion rising voices and up-and-coming leaders

Rappers Krept & Konan launch supermarket for diverse communities

UK – British rap duo Krept & Konan are expanding their business ventures with the launch of Saveways, a 15,000-square-feet supermarket in Croydon, London, designed to better serve Black, Asian and other ethnic communities.

‘We like to get involved with businesses that solve problems and give back to the community,’ said Konan, whose real name is Karl Wilson, in an interview with the BBC. The duo, who grew up in Croydon, expressed their commitment to launching businesses in their home town, which has played a crucial role in their journey.

Krept, whose real name is Casyo Johnson, said he immediately recognised the need for Saveways when co-founder Kaysor Ali pitched the idea. ‘Having the experience of going shopping and having to go to multiple places – I have to go to here for my meat, here for my fruit and veg and then for certain seasonings I have to go here – not everything is in the major supermarkets… They just have one world food aisle and it was like,‘imagine that, but a whole supermarket,’ said Krept.

Set to open on 1 February 2025, Saveways aims to provide a diverse range of culturally relevant food and drink, from fresh halal meat to frozen exotic fish. More than just a supermarket, the store also aims to be a hub for the local community, celebrating cultural diversity and fostering inclusivity.

In The Rise of the C-store, we explored how brands are re-evaluating the convenience store sector, recognising it as a valuable, authentic backdrop for launches, brand takeovers and promotions.

Saveways by Krept & Konan, UK

Strategic opportunity

Consider how to transform retail spaces into experience-driven community hubs, combining shopping with events, education and entertainment. Can you offer space for small local businesses to showcase their products, for instance?

Stat: Ideological fractures and mistrust in democracy plague Gen Z

Photography by RDNE Stock project, US Photography by RDNE Stock project, US

UK – New research for Channel 4 exposes deepening gender divides among Gen Z in the UK; 45% of male respondents aged 13–27 said that ‘we have gone so far in promoting women’s equality that we are discriminating against men’. A similar proportion agreed that ‘when it comes to giving women equal rights, things have gone far enough’. 

The findings are part of a Channel 4 report, Gen Z: Trends, Truth and Trust. Based on a study of 3,000 adults of all ages conducted by polling company Craft, the report also reveals a stark shift in political attitudes among Gen Z, with more than half (52%) believing the UK would be better off under a strong leader who bypasses Parliament. A third (33%) go further, suggesting the UK would be better off with the army in charge.

Meanwhile, 58% of Gen Z place as much or more trust in social media posts from friends as they do in traditional journalism, with figures like Andrew Tate and Jordan Peterson commanding influence among 42% of men.

In our Gen Z Now and Next: 2024–2025 report, we began analysing this worrying gender divergence and how this is contributing to loneliness among young people.

Strategic opportunity

Launch initiatives that promote positive male identity while reinforcing the value of gender equity. Use trusted male voices such as athletes and influencers to reshape the narrative and create content that unites, not divides, young people

Previous News Articles
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN