20 trends that will «make» the sport of tomorrow
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Foreword
This first half of 2023 is the perfect time to share some inspiration with you on the sport of tomorrow. This has been Codezero’s purpose since its creation six years ago. We explore possible futures to identify tomorrow’s challenges and inform today’s decisions.
The themes and reflections contained in this dossier are not intended to encompass every subject and trend, but they will provide you with
This first half of 2023 is the perfect time to share some inspiration with you on the sport of tomorrow. This has been Codezero’s purpose since its creation six years ago. We explore possible futures to identify tomorrow’s challenges and inform today’s decisions.
The themes and reflections contained in this dossier are not intended to encompass every subject and trend, but they will provide you with interesting key reading to help understand certain developments and will, we hope, give you some thought-provoking perspectives for this new year that is beginning. In this dossier, we’ve tackled some very varied subjects. We discuss the growing place of outdoor imaginations in the city, the growing influence of e-sports and immobile sports, new modes of consumption that are less focused on possession, the new relationship between sport and performance, and of course, the new places for practicing sports that are attracting new customers with a more urban profile.
We hope that you’ll browse through these pages with interest, hindsight and optimism, as many things still remain to be invented for the sport of tomorrow.
As Gaston Berger said, remember “There are no statistics for the future, only points of view, analyses, opinions and representations».
We hope they will provide you with some interesting insights into certain developments. In this dossier, we’ve tackled some very varied subjects. We discuss the growing place of outdoor imaginations in the city, the growing influence of e-sports and immobile sports, new modes of consumption that are less focused on possession, the new relationship between sport and performance, and of course, the new places for practicing sports that are attracting new customers with a more urban profile.
We hope that you’ll browse through these pages with interest, hindsight and optimism, as many things still remain to be invented for the sport of tomorrow.
As Gaston Berger said, remember “There are no statistics for the future, only points of view, analyses, opinions and representations».
In this file
Contents
01 - Champion of which world?
«Today I am once again a world champion, but what world are we talking about? I wonder because this world is no longer the one I knew as a child in the 80s and 90s. We have entered the air of Rachel Carson’s Silent Spring, written in 1962. That of the pernicious ecological crisis into which we are slowly sinking.»
In publishing this poignant text, freediver Morgan Bourc’his pointed out one of the many ambiguities of our world. Competition is taking us further and further forward, as is the idea of growth, but we have reached a point where it all loses its meaning.
Though the question exists, the system remains. This question brings us back to many other themes in the work we must do to envisage the strengths required for 2030/2040. In which direction do we want to go, which levers do we want to pull?
SO WHAT ?
We chose this quote from Morgan Bourc’his because it is so revealing of what is happening and the trend will only “swell” over the coming years. Competitors in other sports (skiing, cycling, judo, etc.) are beginning to take a similar stance.
The formats of the international competitions are questionable. There is also the equipment itself, of course.
02 - Multiple sport identity?
The relationship between those taking part and sport itself has been reversed.
Before, people chose, «embraced» and adapted to a single «discipline»; today, they move from one sport to another according to an «intention» that can vary from one day to the next, or even during the same day.
Not only do people today move from «free» to competitive sport and vice versa, but they can do free sport with commitment and competitive sport with a casual approach.
We have moved from the requirement (as a guideline imposed by a structure) to the experience (sought by the individual). As we wrote earlier, from the decline of discipline to autonomy.
This changes a lot of things in the way the sport is offered, the way it is «marketed». What’s more, if you add to that the desire for well-being and slowing down, you are led to THINK differently.
SO WHAT ?
Following years of sport being synonymous with demands, the prism has changed and there’s going to be no turning back. Sports identities are and will be multiple, depending on the stages of life, depending on the aspirations of the moment.
Products and brands that are more transversal (less identity-based) will emerge with the obvious interest of consuming more “fairly” in a way.
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