People in Motion. Designing the Future of Sport
This study shows how the future of sport is being shaped by emerging, identity-driven communities that blend sport with fashion, wellness and cultural expression, often beyond the reach of traditional research. In collaboration with Decathlon, a global cultural intelligence approach mapped digital conversations and lifestyle signals to uncover these hidden but influential groups, revealing new territories that impact expectations around design and meaning. Crucially, these insights were translated into actionable creative platforms, bridging strategy and design to help Decathlon anticipate trends and turn cultural understanding into tangible product innovation.
This study will be presented at ESOMAR Congress 2026 by our Deep Opinion experts (Ifop Group), Sarah Laurier and Rodolphe Pal, alongside Olivia Monnier from Decathlon France.
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