Culture is changing Sport traditions for the better

Earlier this year I contributed to the Future of Sport report by TBWA Backslash and sports agency Dark Horses. Below is an article I wrote to support the first chapter, called the The Rebalancing Act, which I’m republishing in full below. 

Tradition runs throughout sport whether you play or watch it. Certain conventions, rules and codes are followed in order to play, fit in and understand it. 

But times are starting to change and it’s happening at the intersection of sport and culture. 

As sport has opened the doors to wider cultural influence I think we’re starting to see a change for the better, where traditional codes and conventions are making way for new definitions of what sport means to help it become more diverse and accessible.

These shifts are coming from subcultural movements being recognised as Olympic Sports, traditional sports being remixed into new formats and even streetwear influencing the uniform of sport. 

For a brand, these shifts below are opening up opportunities to reach new audiences, extend product categories or create new ones. 

Rise of niche and new formats making sport easier to play and connect  

Cultural interests have never been broader as pockets of interest and tribes form around niche interests that shape our identity and are easier to find in a global social world. 

This is impacting people’s relationship with sport as they seek out the lesser known but now widely growing sports like Pickleball and Padel. These sports have less barriers to entry and are more focused on the social aspects, than hardcore competition (although you can find that here if you need). 

The Gerard Piqué-backed Kings League may not appeal to the purists of football, but the fast-paced format is bringing a new angle to football and finding fans who have been brought up in a social media highlights world. It’s seen appearances from ex-professionals like Javier Saviola and last year caused headlines with people trying to guess the identity of ‘Enigma’ who was playing professionally in La Liga.

With new sports like Spikeball, Teqball and Slacklining all growing in the edges and taking influences from traditional sports, I’m curious to see what other new sports will be created in the next few years?

The Olympics are helping redefine what classes as a sport 

Breakdancing made its debut at this year’s Paris Olympics four years after another subculture movement skateboarding arrived on the Olympic stage in Tokyo. 

Both historically have been considered an art form and a lifestyle, but there’s no doubt with medals to compete for, the Olympics have solidified both as a sport. 

There’s certainly cause for caution to ensure both still maintain their subcultural credibility but both have the potential to break down the usual sporting boundaries and unite people as the Olympics expose both to more people. 

Having Crazy Legs of the pioneering Rock Steady Crew advise the Olympic committee on how to incorporate breaking was a great move to make sure the culture is respected. 

The growth of Japanese skateboarding and the Olympics in Tokyo crossed paths at just the right time to change perceptions and help become part of everyday acceptance. 

With more exposure across the globe for both it would be great to see councils and state departments look at more funding for spaces so people can explore both and continue to create more accessibility.

Streetwear codes are changing the look of traditional sports

We’re seeing streetwear make its influence felt in sports you wouldn’t necessarily first think of, like Golf, Tennis, F1 and Cycling. A blend of form and function from brands is bringing the looks from the street onto the courses, courts and tracks which attracts a younger and more diverse crowd to take interest and participate. 

Golf brands like Malbon, Metalwood and Anti Country Club Tokyo are just some of the brands bringing streetwear codes to golf and changing what it looks like to be a golfer. 

In F1, A$AP Rocky launched his first collection at the recent Miami Grand Prix as Puma’s new Creative Director. This follows Lewis Hamilton’s influence on the sport through his partnership with Tommy and their recent collab with Awake. 

Furi Sport and Palmes are making similar moves in Tennis with Pas Normal are creating grail worthy clothing for those not wanting to follow the Rapha pack.  

The opportunity

For brands there are plenty of opportunities across these shifts with new sports to create product for and new audiences to reach. But, as ever when it comes to brands becoming involved in sports, what are you bringing to the table? 

Are you willing to look beyond commercial gain because there are new people to reach or new products to create have been unlocked?

Can you continue to help drive these positive shifts and make sport more accessible, to continue to open up doors?

The future of sport will no longer lie solely in the hands of traditional gatekeepers, but new players that will continue to rewrite the rules to truly make sport a continued dominant cultural force and continue to drive change. 

You can download all the chapters of the Future of Sport series from TBWA Backslash and Dark Horses here.