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Dyson debuts OnTrac noise-cancelling headphones

Dyson OnTrac noise-cancelling headphones, Global

Global – Technology giant Dyson has launched its first-ever audio-only product, OnTrac noise-cancelling headphones. Known for revolutionising household appliances, Dyson aims to disrupt the headphone market similarly to its impact with the DC01 vacuum in 1993.

‘At Dyson, we are driven by the opportunity to disrupt established categories,’ said Phil Douglas, the company’s principal industrial designer, in a statement. ‘Our main aim was to create a piece of technology which really serves its primary purpose well – to create a pair of headphones that people want to listen to.’

OnTrac features a thick headband housing lithium-ion batteries, providing up to 55 hours of listening time, and over-ear cups with plush padding for comfort and optimal acoustic performance. The ear cups include large, padded cushions for a superior acoustic seal and tilted speaker housing for enhanced audio response.

Reflecting Dyson’s design ethos, the headphones offer 2,000 possible colour combinations for personalisation. ‘Each cap and cushion combination has been designed to look beautiful, feel great in the hand and when being worn,’ said Douglas.

Dyson‘s strategy follows the findings of our Elastic Brands macrotrend report, in which we unveiled how seamlessly businesses can and must adapt, pivot and reinvent themselves.

Strategic opportunity

Consider entering new markets outside your traditional domains. Leveraging core competencies in novel areas can lead to significant market disruption

On revolutionises sneaker design with eco-friendly Cloudboom Strike LS

On Running and Hellen Obiri, Kenya

Global – Kenyan distance runner and two-time Olympic silver medallist Hellen Obiri is set to wear the groundbreaking Cloudboom Strike LS sneaker at the upcoming Olympic marathon in Paris. This innovative shoe, developed by Swiss brand On, marks a significant departure from traditional sneaker design.

Crafted from a single, nearly mile-long semi-translucent synthetic monofilament extruded by a robotic arm, the Cloudboom Strike LS is engineered specifically for Obiri’s feet. The material is heat-fused to a foam rubber and carbon-fibre sole, creating a shoe that weighs just 170g. On claims this design reduces environmental impact by 75% compared to conventional sneakers.

The Cloudboom Strike LS – where LS stands for LightSpray, the proprietary technology – resembles an ‘alien bedroom slipper’ more than a typical running shoe. Colour is applied via inkjet, and production occurs in On’s production cells in Zurich and in other locations, rather than in traditional factories in Asia. This localised production model minimises waste, cuts carbon emissions and aligns manufacturing closely with demand, reducing leftover stock.

For more insights on innovative product development and design, from protective fashion to AI educational toys, head to our Technology sector.

Strategic opportunity

Businesses should take a page from On’s book and utilise technologies such as 3D printing or bio-fabricated materials to create high-quality products without generating extra waste

Co-op partners with Walmart to boost online grocery growth

Walmart’s InHome delivery service, US

UK – Co-op has announced a collaboration with Walmart Commerce Technologies to integrate Store Assist online fulfilment technology, aiming to enhance the retailer’s online grocery operations. This move aligns with Co-op’s strategy to expand its quick commerce market share to more than one-third.

The Store Assist app streamlines order fulfilment by consolidating pickup, third-party marketplace, ship-from-store and last-mile delivery orders into a single platform. This integration will improve in-store processes, reduce the need for multiple apps or devices, and enable faster delivery times, benefiting staff and customers.

Co-op’s quick commerce expansion now reaches over 80% of the UK population via its own platform and through partners including Just Eat, Uber Eats and Deliveroo.

In our Brand Innovation Debrief: Walmart, we analysed how the retailer wants to compete with Amazon by creating the most efficient and seamless online retail experience from order to delivery.

Strategic opportunity

Consider enhancing last-mile delivery logistics to ensure faster and more efficient delivery times, improving customer satisfaction and loyalty

Stat: YouTube launches new report on changing behaviours in fandom

Photography by Mart Production, Pexels

US – A new study conducted by the YouTube Culture & Trends team, involving the Fandom Institute and SmithGeiger surveys, analyses how the nature of fandom has been redefined. Surveying thousands of online active adults aged 14–44 in the US, the research delved into how fans interact with their favourite content.

A significant 66% of Gen Z Americans (aged 14–24) report spending more time on content that analyses or discusses a subject than on the subject itself. Moreover, 65% of Gen Z respondents identify as creators, with 8% considering themselves professional fans who monetise their creations.

Active participation and content creation by fans have become central to shaping emerging popular culture, with the report showing that today’s fans aren’t passive consumers but are very much engaged. User-generated content such as trends, memes, fancams and explainers, often surpass the original source material, attracting its own fan base. This dynamic interaction has fostered a mutually beneficial relationship between brands, traditional creators and their audience, a topic we explore further in Digital Fandom Market.

Strategic opportunity

As fans adopt a stakeholder mindset, consider how you can utilise technologies such as blockchain and cryptocurrencies to create opportunities for buying and trading fan memorabilia or direct investment opportunities