Updates

Oren’s back from New York after capturing content about Google’s Gemini at Work event, and Clayton is gearing up for a London popup (more info below).

Today, we cover how activewear brands (no, not just running) have become the new social clubs, the generation post Neue House, Zero Bond and SVB moving their social interactions outside. Plus, some visual inspiration selects to get the creative juices flowing.

Let’s get into it

See us in London

If you live in or around London (or in town on October 19th), stop by to see Clayton in Shoreditch. He’s curating a Fall menswear popup shop for his community and newsletter, Sprezza.

Sprezza is a sister brand to Hyper, and this event will be an awesome activation and showcase of modern luxury brands and how they present their products in real life.

So, pull up to do some networking, discover great brands, and cop some stuff!

What hath the zeitgeist served us now?

Look, the zeitgeist has, no doubt, bestowed upon us some questionable cultural shifts. If you’re a millennial, you’ve arguably witnessed this more than anyone.

But one fascinating shift that’s been a net positive is how activewear brands and communities have effectively become modern dating apps, third spaces, and social clubs.

You might tell me, “Get a grip; sports have always been social clubs.”

And you’d be right, but only partially.

Because sports, of any kind, by virtue, are… social. That’s true.

But answer me this.

When did run clubs have their own physical spaces with listening rooms?

When did we get tennis publications cooler than fashion magazines?

When was there a bird-watching community for people of color?

And when did cycling brands have branded cafés with merch and coffee?

That fact is, there’s a brand and commercial component to these activewear communities that hasn’t existed on this scale before, and the market for it is only growing.

A few obvious reasons for this kind of growth are certainly rise of mobile consumption, and as a result, the ease of use for discovering these communities via TikTok or Instagram.

But it’s really ramped up the last 3-4 years, post-COVID.

Running has become the most obvious culprit of this with the cult-like establishment of running clubs.

Everyeone seems to be in a run club these days, and apps like Strava have basically replaced Tinder is the destination for finding community, or significant others.

London’s Your Friendly Runners has become a hallmark example of how to utilize and the Germany’s Berlin Braves are two clubs that exemplify the kind of activations, physical spaces, merchandising, etc done right.

Little Tokyo Table Tennis is a ping-pong community that meets every Tuesday to play, but you’d mistake it for a streetwear brand instead.

Hikerkind is a female-founded hiking club turned brand based in NYC that encourages everyone to spend more time in nature through hikes, where they coordinate regular walks upstate.

They now have Hike Clubs in Austin, Denver, Portland, SoCal and more.

Of course, how could we not mention Flock Together (referenced above), the birdwatching collective from London for people of color. They formed during COVID and have grown rapidly since, debuting some ASICS, Birkenstock, and they even recently dropped a book to celebrate the global community they built around a shared love for nature.

It’s all great till big brands get their hands on it

In a world where it seems like everyone wants community but no one seems to understand how to achieve it, brands should look to genuine communities like these as examples

Everyone wants to sell more products, but few want to do what it takes to cultivate trust and bond with the very customers that will yield more revenue and sales.

So while it’s certainly cool and fun for brands — small to large — to get in on the activewear community goldrush, look for ways to naturally integrate your brands and products into those circles so it doesn’t come off as a logo slap or cash grab.

Here are a few things to consider if you want to dip from the well:

1. Find a community that fits your brand values

2. Have a story to tell within that community

3. Pick a product or set of products that can be serve as an anchor for sharing something with that community

4. Make the community the focal point of the engagement, not you

Anyway, food for thought. We’ll need to dive deeper on this topic soon.

Some Friday creative inspiration

Hyper Reports

Check out our market reports. We spend many hours researching markets, categories, and brands & products within the consumer space so you don’t have to.

• How to Source Blanks 101 — HERE — a guide to finding and producing your own merch

• Reports on Running, Golf, and Tennis — HERE — a guide to each sport, the market opportunities, and how to launch your own brand

Inquiries? Shoot us a note here: [email protected]

We’d love to chat!

Oren & Clayton ❤️ you