Sports and social: Women take fitness to new levels

London – During our Womenomics Network Evening, held at The Future Laboratory HQ last week, LS:N Global editor Lucie Greene interviewed Collyn Ahart, brand consultant and strategist at Wieden + Kennedy.

Ahart spoke about a new women’s movement in sport, and shared insights on the way in which sports brands can engage with the female market.

‘For a lot of women, sport is not something in isolation, it is an active part of their social lives,’ said Ahart. ‘Fashion brands have realised that the girls and women who buy their clothes are in motion, their lives are in motion.’

See the above video for more on women’s changing attitudes towards sport, on a lifestyle, cultural and convivial level. Check our Seed section for more insights from experts who attended our Network Evening.