News 13.11.2023

Need to Know

Adidas Rivalry turns to ballroom and breakdancing in new ad, Tinder adopts à la carte membership offer and skin health highlighted as a mental health issue.

Adidas Rivalry turns to ballroom and breakdancing in new ad

Adidas Rivalry's new short film with Rolling Stone Australia highlights ballroom and breakdance battles, featuring Tony Oxybel and B-Girl Mags, to showcase its shoes and redefine rivalry as a cultural celebration of identity and inclusivity, Australia

Australia – In a strategic and timely move that transcends mere sportswear marketing, Adidas Rivalry has used the realms of ballroom and breakdance battles to redefine rivalry as a cultural phenomenon. In a new promotional short film imagined with Rolling Stone Australia, the brand showcases how its shoes were made for electrifying dancers performing against each other.

The film features ballroom dancer Tony Oxybel and breakdancer B-Girl Mags coming together to show that battles are not just about outshining competitors, but are rather a commitment to elevating the cultural legacy of their art and expressing their identity on the dance floor.

After the success of Beyoncé’s Renaissance tour and Madonna’s Celebration tour featuring ballroom dancers, Adidas Rivalry smartly jumps on the trend by showing how dance battles (in Adidas shoes) are a celebration of inclusivity. It positions the brand as more than just an athletic gear provider but as a curator of cultural narratives, resonating profoundly with diverse audiences. Keep an eye on our Viewpoints section for our upcoming piece on the ethics of using ballroom culture in advertising.

Strategic opportunity

In a world where authenticity is a currency, find inspiration in how this strategy amplifies Adidas Rivalry’s appeal among the Gen Z audience, known for their appreciation of diverse and authentic representations

Key takeaways from the 2023 Pentawards Festival

Pentawards Festival 2023, London, UK Pentawards Festival 2023, London, UK
Pentawards Festival 2023, London, UK Pentawards Festival 2023, London, UK

UK – Held at the Science Museum in West London on 9 November, the second edition of the Pentawards Festival explored the role of innovation and AI in the future of packaging and design.

The day kicked off with a fireside chat with Steven Bartlett, multi-hyphenate investor, serial entrepreneur and host of the top-ranked podcast The Diary of a CEO. Bartlett revealed he owes much of his success to being open to experiment and to fail, being intentional about ‘out-failing competition because failure is feedback and feedback is knowledge’. He encouraged the audience to adopt this mindset when it comes to AI: ‘AI is the biggest disruption in our lives; the choice we have now is lean out or lean in,’ he conceded. ‘You can lean in by increasing your rate of experimentation.’

In a different talk, Jeremy White, senior innovation editor at Wired, echoed this mentality: ‘Use the stuff; if you don’t you’ll be left behind.’ But there were also reminders at the event for businesses not to underestimate human intelligence and not to feel threatened by tech. Graphic designer Stefan Sagmeister also made the case for AI Optimism, adopting the position that there is no need for doomerism when positive tech advances are by far outnumbering setbacks. As he put it: ‘If we want positive change, we need the whip, but we also need the carrot.’

Strategic opportunity

LS:N Global distils insights from the best industry shows, conferences and festivals. You can now find all of our events coverage in the dedicated global Events section.

Tinder adopts à la carte membership offer

Photography by Polina Tankilevitch Photography by Polina Tankilevitch

US – Tinder owner Match Group, which also owns Hinge, OkCupid and Match, has launched weekly memberships based on Gen Z and Millennials’ preferences for more cost-effective, shorter-term financial commitments.

The move directly addresses the needs of price-conscious Gen Zers navigating the cost of living crisis. ‘We’ve learned from launching weekly subscriptions that the younger generations Tinder primarily serves have more of an affinity with lower-priced and shorter-term duration products than we had initially anticipated,’ CEO Bernard Kim told a Match Group analysts call on 1 November.

President and chief financial officer Gary Swidler explained that the move is part of a longer-term strategy and is not aimed at short-term gains, and the model will potentially be rolled out to its other apps.

‘Younger users… [are] comfortable at the higher-priced, but lower-duration packages, and so that’s what we’re delivering,’ said Swidler.

In our report, Five Apps Introducing the Next Generation of Dating, we explore how dating services are increasingly shaping themselves around the digital habits of younger generations.

Strategic opportunity

Match Group’s move also acknowledges Gen Z’s lack of brand loyalty. How can your product or services meet their à la carte preferences and low-commitment lease lifestyles?

Stat: Topicals suggests skin health is also a mental health issue

Express Your Elf by elf, UK
Express Your Elf by elf, UK

Global – An October 2023 report from skincare brand Topicals underlines the significance of the connection between skin health and mental wellbeing, particularly for people of colour.

Conducted via a web-based survey in August 2022, the study involved 775 participants, with 64.6% identifying as having skin of colour. Some 94.2% of respondents were women, and 76.6% identified as Black or African American.

The research signals the critical importance of addressing the mental health impact of persistent skin issues. Some 57.4% of respondents said their mental health was affected by their skin conditions, including self-consciousness (50.4%), low self-esteem (41.8%) and embarrassment (38.4%).

Individuals with dark spots said they often encountered negativity from close associates, leading to feelings of depression in almost half of the respondents. Of those battling atopic dermatitis or eczema, 58% reported missing social activities, and about a third had digitally altered images to conceal their condition.

As explored in How beauty is being refined for Generation Z, beauty brands must adapt to a new wave of consumers who promote authenticity and show off their pimples with colourful face stickers while also trying to meet unattainable beauty standards that hurt their mental health.

Strategic opportunity

Consider developing products and services that address both skin health and mental wellbeing, acknowledging the interconnectedness of the two

Previous News Articles
Web Summit 2024: Pharrell Williams, industrial forests and immersive influencing

News

Web Summit 2024: Pharrell Williams, industrial forests and immersive influencing

Lisbon, the European Capital of Innovation since 2023, is once again hosting Web Summit, a four-day event that draws over 70,000 attendees and the ...
Technology : Pop-culture & Media : Events
PIX Moving launches AI-enhanced Robo-EV

News

PIX Moving launches AI-enhanced Robo-EV

Robotics company PIX Moving has introduced Robo-EV, a 3D-printed micro-metal car featuring an AI-powered personal assistant designed to assess and ...
Design : Technology : Mobility
British skincare brand Haeckels relaunched with a new identity

News

British skincare brand Haeckels relaunched with a new identity

Haeckels, the British skincare and fragrance brand, is rebranding as Formerly Known As Haeckels (FKAH), distancing itself from the controversial Ge...
Beauty : Advertising & Branding : Retail
Stat: UK study shows sharp decline in reading for pleasure among children

News

Stat: UK study shows sharp decline in reading for pleasure among children

A new UK survey by the National Literacy Trust (NLT) reveals a shocking decline in children’s enjoyment of reading.
Youth : Education : Society
Lava Genie re-invents the guitar for a new generation of players

News

Lava Genie re-invents the guitar for a new generation of players

Lava Genie, a revolutionary stringless sampler guitar, is transforming how musicians interact with the instrument.
Technology : Artificial Intelligence : Design
Adventure-based immersive zoological park to open in Singapore

News

Adventure-based immersive zoological park to open in Singapore

In March 2025, Rainforest Wild Asia, Singapore’s latest 13-hectare zoological park, will open at Mandai Wildlife Reserve.
Design : Travel & Hospitality : Sustainability
Egypt's Ministry of Education to launch AI-powered digital learning platform

News

Egypt's Ministry of Education to launch AI-powered digital learning platform

The Ministry of Education and Technical Education in Egypt is set to unveil an educational platform designed to centralise all key academic resourc...
Education : Artificial Intelligence : Youth
Stat: Rogaine aims to shift stigma around men’s hair loss

News

Stat: Rogaine aims to shift stigma around men’s hair loss

Rogaine has launched National Hats Off Day, a campaign aimed at changing the conversation on men’s hair loss from stigma to support.
Beauty : Health & Wellness : Society
Surf Abu Dhabi is now the world’s largest wave pool

News

Surf Abu Dhabi is now the world’s largest wave pool

Surf Abu Dhabi, the world’s largest wave pool, has officially opened, offering a groundbreaking experience.
Sports & Leisure : Travel & Hospitality : Health & Wellness
Canada Water's new timber boardwalk is designed to promote biodiversity

News

Canada Water's new timber boardwalk is designed to promote biodiversity

British Land and AustralianSuper have unveiled a new boardwalk in Canada Water, London, designed by renowned architect Asif Khan.
Design : Future Spaces : Architecture
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