News 24.06.2025

News

Nike joins forces with NorBlack NorWhite to celebrate Indian craftsmanship, Soho House taps into Formula 1 and how Britons prioritise experience-led spending.

Nike and NorBlack NorWhite combine women’s sportswear with Indian craftsmanship

Nike and NorBlack NorWhite
Nike and NorBlack NorWhite
Nike and NorBlack NorWhite
Nike and NorBlack NorWhite

Global – Nike has teamed up with Indian design studio NorBlack NorWhite to launch a bold women’s collection that blends sport, style and culture. Rooted in bandhani, a centuries-old Indian tie-dye technique, the collaboration transforms performance pieces into expressions of identity, strength and joy.

The partnership includes four footwear styles, as well as apparel such as tops, bras, shorts, tights and a cross-body bag. All pieces feature vibrant colours and intricate patterns in a nod to India’s rich craft heritage.

‘This collection shines a light on the rigour, dedication and ancestral knowledge that’s rooted in Indian culture, and we hope each piece inspires women to draw into their own athletic mindset while navigating everyday life in India and around the world,’ said NorBlack NorWhite co-founder Mriga Kapadiya in a press release. 

The campaign features Indian athletes, including wrestler Anshu Malik, sprinter Priya Mohan and cricketers Jemimah Rodrigues and Shafali Verma, adding authenticity and local pride to the collaboration. ‘Wearing Nike that’s laced with Indian culture is a flex,’ said Jemimah Rodrigues. ‘It’s bold, rooted and ours.’

For more insights on how fashion and luxury brands are tapping into the global rise of female sports, read our Game-Changers: The Future of Sports Fandom macrotrend report.

Strategic opportunity

As consumers increasingly value heritage, consider how to reframe craftsmanship to make it feel fresh, forward-looking and ready for performance

Soho House taps into Formula 1 with the launch of House 44

UK – Soho House is entering the world of Formula 1 through a strategic partnership with Lewis Hamilton and the ultra‑premium F1 Paddock Club. House 44 is a pop-up hospitality concept designed to connect lifestyle, sport and cultural expression. The suite will appear at six key races during the 2025 F1 season, positioned within the Paddock Club to offer guests premium access to the sport’s inner circle.

This activation reflects a broader shift in premium hospitality, where cultural storytelling and high-net-worth community spaces are converging. As highlighted in our Luxury Members’ Club Market, the appetite for curated third spaces continues to grow, with brands using them to deepen emotional and cultural engagement. House 44 is a case in point – blending the familiarity of Soho House interiors with the prestige and immediacy of Formula 1.

Lewis Hamilton, a Soho House member for over a decade, has co-developed the concept, embedding elements of his own aesthetic and brand universe. Alongside signature cocktails, the suite will serve a bespoke drink made with Almave, Hamilton’s non-alcoholic blue agave spirit. The space also includes curated DJ sets, photography, memorabilia and exclusive pieces from both new and archival Plus 44 collections.

House 44 illustrates how design, community and entertainment can be meaningfully embedded into live global sporting formats.

Puma and Formula 1, Germany

Strategic opportunity

Luxury, lifestyle and sports brands should explore cross-sector collaborations that blend cultural programming with exclusive access. Consider pop-up experiences as platforms to trial new products, strengthen community ties and expand brand eco-systems

Stat: Consumer confidence recovers as British shoppers prioritise experience-led spending

The Klarna Future Shopping Lab, Sweden The Klarna Future Shopping Lab, Sweden

UK – According to Bauer Media Outdoor’s Audiences in Focus report, 38% of Britons say they’re spending more of their disposable income now than a year ago. Grocery shopping remains the biggest spending category for 69%, followed by travel (31%) and eating out (29%). 

The study of 2,000 UK consumers also found that Gen Z prioritise spending on snacks (32%) and entertainment (26%), while Millennials favour clothes (37%) and travel (30%). Our Functional Feasting macrotrend report identified how, in times of economic uncertainty, consumers are willing to splurge on snacks as they are a more affordable indulgence than dining out – a phenomenon known as the ‘little treat economy’.  

Across all ages, spending is increasingly motivated by mood boosts (32%), new experiences (31%) and self-improvement (23%). These findings reflect insights from our Communities report, The Value Vanguard, which identified shifting consumer motivations for spending, including a growing preference for experiences over objects.  

Strategic opportunity

Consider how you can turn the act of shopping – either online or in-store – into an experience that brings joy to customers and makes the price of purchasing from your brand feel worthwhile

Previous News Articles
Sporty & Rich reimagines wellness hospitality with first residency

News

Sporty & Rich reimagines wellness hospitality with first residency

Popular lifestyle brand Sporty & Rich is launching its first hotel residency, in partnership with The Pridwin Hotel & Cottages on New York’...
Fashion : Travel & Hospitality : Luxury
Dubai Mallathon reimagines shopping centres as climate-controlled fitness spaces

News

Dubai Mallathon reimagines shopping centres as climate-controlled fitness spaces

A new Dubai Mallathon initiative will see seven malls being used as indoor walking and running tracks throughout August 2025 under the patronage of...
Dubai : Dubai Malls : Mallathon
Stat: Shoplifting soars to record high in England and Wales amid retail crime surge

News

Stat: Shoplifting soars to record high in England and Wales amid retail crime surge

Shoplifting offences in England and Wales have hit their highest level in more than two decades, with recorded incidents rising by 20% to 530,643, ...
Retail : Stat : Statistic
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
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