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Burberry celebrates the rituals of football fandom in new campaign

A Good Sport, Burberry, UK

UK – Burberry is putting football fans front and centre in its Autumn 2026 campaign, A Good Sport. Shot by Mario Sorrenti and directed by Elliott Power, the campaign captures match-day rituals including burger van queues, touchline pacing and terrace celebrations, set to Bloc Party’s Banquet.

Featuring an all-star cast including Stephen Graham, Jason Sudeikis, Declan Rice and Leah Williamson, the campaign positions football fandom as a cultural connector across Britain. Showcasing Burberry trench coats, Harrington jackets and new accessories, the campaign signals how dressing spectators is becoming as culturally significant as dressing athletes.

As explored in our Game-Changers: The Future of Sports Fandom macrotrend report, fandom is increasingly shaping identity and cultural participation. Burberry’s spectator-focused campaign reflects how brands are finding value not just in sport itself, but in the communities that form around it.

Strategic opportunity

Treat sports fandom as a lifestyle ecosystem: by serving the social and cultural moments around the game, brands can establish authentic connections with fandoms without needing technical sporting credentials

Fields Good brings flavour to functional nutrition

US – Austin cookie start-up Fields Good has launched with £1.3m ($1.8m, €1.5m) of funding led by Female Founders Fund.

The brand has spent two years developing recipes that prioritise flavour while embedding functional ingredients into familiar cookie formats.

Its launch line-up includes a Focus Cookie with three grams of creatine and 250mg of citicoline, a Sleep Cookie containing L-theanine and a cookie containing peanut butter with 10g of protein.

Rather than leading with performance claims alone, Fields Good is betting on consumers’ appetite for beneficial food that feels pleasurable rather than punitive.

In our Functional Feasting report, we underscore how brands are bringing flavour and fun to functional nutrition. Fields Good signals a shift from functional food as optimisation to a source of pleasure. As wellness ingredients become more familiar, brands can no longer rely on efficacy cues alone.

Photo by Karen Laårk Boshoff via pexels

Strategic opportunity

As functional food options become part of the everyday, foreground flavour, comfort and familiarity alongside wellness benefits, making healthy choices feel fun and pleasurable

Stat: TikTok overtakes stress as top sleep disruptor for Gen Z

Silent Chip by Doritos

UK – New research shows that 60.1% of Gen Z report TikTok snacking – eating while scrolling in the evening – with 47.9% using TikTok or social media in bed every night. The study also found that scrolling TikTok is now the leading sleep disruptor (29.5%), ahead of stress and overthinking (19.4%).

Healthy eating app Lifesum, which commissioned the research of 2,000 Gen Z and Millennials, highlights how digital habits are reshaping behaviour: ‘Sleep no longer offers a break from the day,’ says Lifesum nutritionist Victoria Strandlund.

For brands, the opportunity lies in addressing fragmented evening routines, where screen use, emotional stress and diet increasingly intersect, shaping people’s needs for recovery, rest and digital balance. This points to the benefit of integrated wellbeing solutions: Lifesum, for example, has partnered with Calm to connect sleep, mindfulness and nutrition.

As identified in our The Tech-Resisters and The Sleep Enhancement reports, the bedroom is increasingly becoming an anti-tech zone as sleep hygiene becomes central to overall wellbeing.

Strategic opportunity

Develop pre-sleep interventions and cross-wellness partnerships that guide users from stimulation to rest through screen-down rituals, calming content and sleep-support ecosystems