Trend: Slow down to speed up
Mindfulness trend gathers pace:
As we all continue to seek the perfect balance between stress and flow, Nike has teamed up with the creators of mindfulness brand Headspace to create audio-guides that use established meditation techniques to give you an enhanced experience of exercise.
A series of audio recordings coach you in your fitness routine via the Nike+ Running Club or Nike Training Club app. The promise is that controlled breathing will improve your workout and smooth your recovery time.
“Mindfulness is the ultimate tool for any athlete at any level,” says Andy Puddicombe, Headspace co-founder, quoted in Techradar.
In a maturing marketplace, sports brands are finding more holistic means of engaging consumers – beyond simple messages of performance on the track. We can expect to see more of these alliances between brands with compatible aims in the future.