Sports Fashion and Generation Z Brands, Tribes, and Trends

A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | Q1 2020 Generation Z

THERE’S NO OPPORTUNITY WITHOUT INSIGHT. The global sports fashion market is expected to reach $567 billion by 2024, with an annual growth rate of 7%.* Despite this huge opportunity, many of today’s sports fashion brands will no longer be leaders in 10 years, due to a failure to embrace digital transformation.**

Since research is the basis for marketing intelligence, social intelligence is the springboard for digital change, providing the speed and insight to continue winning in a digital future.

*MarketWatch, August 2017. **Harvard Business Review, July 2017.

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 2 DISCOVER THE ANSWERS Who will shape TO THE QUESTIONS BELOW IN THE FOLLOWING PAGES. the sport fashion industry 1 What's driving the brand affinity? How are brands perceived, what's of tomorrow? driving perception and who's leading? Linkfluence solution BRAND EQUITY TRACKING GEN Z IS THE VOICE OF THE FUTURE. Born between the mid-90’s and early 2 2000s (13-24 years old), Generation Z is the demographic cohort after The Who are the Gen Z tribes? Millennials, and set the pace for future Who are the most influential social trends – fluent in digital and social natives. segments based on these beliefs? Linkfluence captures data from 400 Linkfluence solution million sources, and uses AI and human TRIBES TRACKING researchers to structure and analyze this data to reveal key consumer insights. 3

What drives Gen Z to act? What are the major trends being created by these brands and tribes? Linkfluence solution TREND DETECTION

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES, AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 3 Equity tracking

HOW ARE BRANDS PERCEIVED, WHAT’S DRIVING PERCEPTION AND WHO’S LEADING? When Generation Z thinks about sports fashion, the tribes' conversations are shaped by four main drivers:

1 Dream higher with sport A brand with sport legitimacy DREAM HIGHER WITH SPORT STAND OUT WITH YOUR VALUES EXPRESS YOUR STYLE PERFORM WITH THE BEST MATERIALS

2 Express your style A brand with cool, stylish and iconic products

3 Stand out with your values A brand with purpose

4 Perform with the best materials A brand with technical and comfortable products

Each brand’s performance is a factor of its Awareness, Desirability, Proximity and Relevance (ADPR).

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES, AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 4 Nike empowered women in sports during WW Football Cup. DREAM HIGHER WITH SPORT Nike dominated social media mentions even though Adidas was Exploring Workout and wellness the official sponsor. Nike’s female stars exert a strong emotional grip on fans as many of them serve both as footballers and two tensions spokeswomen for women’s rights and LGBTQ equality.

within Gen Z’s SPORT VS. FASHION

aspirations for #filaexplore, a pop-up store offering a phygital experience, was approved by Gen Z. EXPRESS YOUR STYLE sports fashion FILA took fashion enthusiasts on a tour of its 'Explore' pop-up Fashion, urban in NYC. The event interpreted four eco-inspired environments. and pop culture Guests were among the first to discover FILA’s outdoor-inspired brands. 'Explore' collection while being treated to bites and cocktails inspired by the four environments.

Patagonia supports Gen Z climate activists in an impressive outdoor media campaign. STAND OUT FOR YOUR VALUES Social and To raise awareness for Climate Week, Patagonia created an environmental outdoor campaign featuring teen activists from around the world. In addition, the company closed its doors so employees could march alongside activists in the Global Climate Strike.

VALUES VS. MATERIALS

With the North Face FUTURELIGHT™ fabric, technical wear merges technicality and comfort. PERFORM WITH THE BEST MATERIALS The material is sustainably-designed to be soft, lightweight, flexible, Comfort and innovation comfortable, and durable. The designers can adjust the weight, stretch, breathability, durability, construction, and texture of the fabric to fit the needs of consumers’ activity or environment. SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES, AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 5 Tribes tracking

HOW DO WE DEFINE TRIBES WHO ARE THE MOST ON THE SOCIAL WEB? INFLUENTIAL PSYCHOGRAPHIC SEGMENTS BASED ON THE Unlike traditional demographic GEN Z DRIVERS? segmentation, tribe-based analysis structures social media posts into For Gen Z tribes, sportswear is a groups based on similarly exhibited way to express vision and identity attitudes, interests, values, lifestyles, and strengthen systems of value. and other traits. Brands are adopted by specific 1 Common language tribes based on the perception Common practice, slang, of the tribe and alignment with aesthetics and style their drivers as they evolve.

2 Common activities Distinctive marks, ritual practices, group activities

3 Common space Both offline and online spaces

4 Common values Common references (media, (influencers, celebrities and system of values)

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 6 The Tribes

STAND OUT WITH YOUR VALUES DREAM HIGHER WITH SPORT PERFORM WITH THE BEST MATERIALS EXPRESS YOUR STYLE

VSCO Girls Conscious LGBTQI+ All Together Performers Yogis and Yoginis The Fit Squad #DoYou Creators Fashion Fandom Eboys and Egirls

The perennial beach-ready girls Proud of their queerness, and it's Performers train-compete- Young beings travelling the Teens and young adults keen Sporty Chinese girls addicted to Loyal and fashion addicted, they “Eboys [and Egirls] are the new and addicted to sunny, faded, everywhere – on social, in their perform a sports routine to create US to broadcast meditative on outperforming themselves innovative apps who raise their create a creative conversation with improved goth cult that only live on social-inspired VSCO filter. style, attitude and makeup. community and empowerment. messages and activism(s). through fitness. voice on social media platforms. favorite streetwear / luxury brands. the internet.” – Urban Dictionary

DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC DEMOGRAPHIC Female, 14-23 y/o, visible in the All genders, Male and female, 14-23 y/o, Female 20-30 y/o, visible in Mostly female, Female, 18-34 y/o, mostly Male and female, 14-25 y/o, visible Male and female, 14-21 y/o, US, especially California and Florida. 14-24 y/o. visible all over the US and UK. US big cities and rural states. 15-24 y/o. visible in big Chinese cities. in big cities in the US, UK and Asia. mostly visible in the US. To unlock this data and more, STYLE STYLE STYLE STYLE STYLE STYLE getSTYLE the full report by clickingSTYLE here Streetwear, Californian-inspired, Streetwear and sportswear, Sportswear casual with Activewear with a specific interest 100% Streetwear and Streetwear with A modern, street interpretation researched-casual. with no gender conformity. streetwear accessories. for functionality and mobility. athleisure. sportswear. a luxury twist. of grunge aesthetics.

INTERESTS INTERESTS INTERESTS INTERESTS INTERESTS INTERESTS INTERESTS INTERESTS Junk food and candies, festivals, Pop music, fashion, self-care Dance, hip-hop, jazz Yoga, meditation, natural (US) Fitness, nutrition and Trendy events, fashion, social Luxury, street culture Tik Tok, tattoo, make-up, fashion and photography. and mental health. and competitions. parks, hiking, food and veganism. personal growth. media and innovative apps. and art, hype. niche memes.

KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) KEY PRODUCT(S) Hoodie, cap, fashion backpack, Items with rainbow Hoodie, crop top, bandana and Leggings, sporty bra, Sports apparel, Leggings / mini-short, sports bra, Logo hoodie / T-shirt, face mask, Boots / chunky shoes, boyfriend sneakers, crop top and mini short. flag prints. cap, tracksuit and hi-top sneakers. cycling shorts and hoodie. lifting gears. sneakers crop top, oversize T-shirt. crossbody bag, belt bag and cap. jeans, choker, jewels (mostly chains).

KEY BRANDS KEY BRANDS KEY BRANDS KEY BRANDS KEY BRANDS KEY BRANDS KEY BRANDS KEY BRANDS Brandi Melville, Vans, Adidas, Nike, FILA, Adidas Adidas, FILA, Kith, Nike, AloYoga, Target, Under Armour, Nike, Puma, Vans, Nike, Adidas origins, Supreme, Off-White, Balenciaga, FILA, Doc Martens, Thrasher, Nike, Forever21 and Hydroflask. and Puma. Reebok, Pacsun and H&M. Revolve and Aerie. Reebok and Adidas. FILA, Lululemon, Under Armour. Adidas, Yeezy, Kith, Bape, Vans. Nike, Adidas, Fjällräven, Gap.

KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS KEY INFLUENCERS Heroine, Grailled, Makegirlz, Gay Times, Very Good Light, Beyoncé, Tyga, Blonded, Dytto, Platebasednews, Yogisurprise, PopSugar Fitness, Greatist, 苏芮琪Sury_ MarieTT 刘人语 Hypebeast, Highsnobiety, Dazed and Confused Ariana Grande, Billie Eillish, GayLetter, OUT and i-D. Justin Bieber, Normani, Sam EssentiallyHealthy, Popsugar WellandGood, Stephanie Reyi_ 古力娜扎 刘雯 Hypebae Supreme_leaks_news, Magazine, Dazed Beauty, Post Malone and Kylie Jenner. Smith, John Legend, Buttermore. Fitness, Womenhealthmag. Buttermore, Nikki Blackketter. SupremeCommunity, Swae Lee. Paper Magazine.

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES, AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 7 Gen Z macro trends MACRO TREND #1 Meaningful aesthetics Sportswear aesthetics are Aggregating the trends of each social media tribe, a way for expressing unity Generation Z exhibits three major macro-trends. and common values within

multicultural contexts. "I’m the only one of me, that’s "#vsco #vscogirl #vscofilter "Malam ini malam matematika the fun of ME! Be proud of #vscocam #vscogirlstarterpack yah #lfl #ff #vscogirl #hijab who you – let your colors shine! #vscogirls #vscogirlvibes #hijabstyle #lightroom #pride #gay #streetstyle #fila" #vscogirls #vscogirlcheck" #positifthinking"

STAND OUT WITH YOUR VALUES

MACRO TREND #2 MACRO TREND #1 MACRO TREND #2 Collective meets individual Meaningful aesthetics Collective meets Gen Z sportswear conversations individual fully intertwined concepts of collectiveness and individuality "Chasing my dreams everyday "We have our unique styles. "I love training! Thank you to blur traditional lines. and these beauties are my Ella and I don’t want to dress for another amazing class!! EXPRESS DREAM HIGHER inspiration! #motivation as 'vsco' girls because it #nevergiveuponyourdreams YOUR STYLE WITH SPORT #queenstiletto #simplystiletto" shouldn’t define you." #alysathestar #caligirl #nike"

MACRO TREND #3 Gender equality and feminism MACRO TREND #3 Gender equality and feminism To unlock this data and more, get the full report by clickingCommunities here of women use BUBBLE SIZE = SIZE OF THE TRIBE / PERFORM WITH THE workout as self-empowerment MARKET SHARE BEST MATERIAL "Currently trying to maintain "#happylabordayweekend and to create a vision of sports my physique right now, but Top 3 tips to head into this without gender differences. also not restricting myself from weekend lookin good and a good time (pizza I'm ready)!" feelin gorgeous!"

SPORTS FASHION AND GENERATION Z: BRANDS, TRIBES, AND TRENDS A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT | 8 A LINKFLUENCE MARKETING INTELLIGENCE SAMPLE REPORT WANT THE FULL REPORT? Request the full 90-page in-depth report produced by expert researchers in the sports fashion industry, with deep-dive analytics and insights, including: 1. Description of each 3. Identification and details conversation driver, and why of the digital tribes shaping each is important for affinity the trend, with breakdowns and relevance. of each. 2. List of the top performing 4. Macro trends for Gen Z’s brands within these drivers, impact on the growing Sports and how they’re positioned. Fashion industry and tips on how to connect and resonate with this generation.

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