CrossFit has generated a sense of belonging that even cult brands would aspire to emulate. By working out together – doing deadlifts, snatches, bar muscle-ups, and more – people report feeling that they’ve found a place that they belong. In this global campaign two athletes show us how moving from one training discipline to another has enables them to became stronger, more capable, and provided a renewed sense of purpose.

Women and girls may have been banned from playing for 50 years, but football is now their game of choice – for fitness, for exercise, for self-expression, for getting together. We captured the voices and experiences of amateur players across the UK in a podcast and insight report; revealing a supportive environment that prioritised having a great time together over competition.

‘It’s a Training Thing’ takes Umbro into another sphere – from the pitch and into movement for mental wellbeing. Following ordinary people who train to improve their mental state, the campaign follows a runner and a bodybuilder, who both use training as a form of self-development.

Why do we run? Who do we train with? What keeps us moving, and where do we want our journey to take us?

Consumer behaviour moves fast. This deep dive into Gen Z runners and gym-goers across EMEA uncovered their motivations, aspirations, attitudes, and emotions – allowing Nike to stay ahead of change, and connect more deeply with its Next Gen audiences.