Sports participation: Executive briefing

This report discusses the growth of sports participation observed across age groups and markets globally and how this creates opportunities for brands.
  • Drivers of this trend include urban and sedentary lifestyles, concern about obesity and issues around identity.
  • Extreme and adventure sports have become more popular, as have running, cycling and gyms - the latter despite economic difficulties.
  • Sportswear, nutrition and premium products all benefit from this trend, and technology plays an increasingly important role....

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