Anastasiia Fedorova is a senior insights editor at Canvas8. A writer, curator and cultural strategist, she specialises in art, fashion, design, technology and visual culture. Her personal work explores sexuality, identity and queer communities while interrogating our place in a world shaped by rapidly changing technologies. As an avid sci-fi fan since teenage years, she is always interested in thinking about multiple and diverse futures.

Sports have long allowed people to find passionate and close-knit communities – but what these communities look like now is increasingly in flux, as are the rules of engagement. 

, traditionally associated with the wealthy upper classes, is becoming more open to new generations of fans who consume it through bite-sized highlights online. 

 is rapidly moving into esports territory as grandmasters take to Twitch and YouTube. At the same time, many sports communities still prioritise coming together in person, especially for those who might not have felt welcome in the past. The previously male-dominated endurance sports, like 

 for Black female riders have become a diasporic movement as many seek greater representation on track. Still, nothing reflects the changing priorities in sports better than women’s football. Local clubs like 

 are putting diversity and mutual support above all, changing the sport's image for good.

People are more and more keen to express their love of sports in what they wear and how they spend time. 

 have become an essential part of the zeitgeist: from Gucci, Converse, and 

 courting football fans with collaborations to 

 a fan favourite. People are keen to enjoy sports alongside other forms of entertainment, creating an immersive experience that retains the prized feeling of camaraderie. Sports also create more access points for culture: the street basketball tournament 

 is a timely example of local pride rooted in music and fashion as much as the sport itself.

Women's World Cup broke even for the first time

, generating $570 million in revenue. While gender inequality persists, fans are keen to see a more inclusive future, and a more welcoming mentality is on the rise. People are becoming increasingly vocal about the need for brands to highlight barriers for female players, an excellent opportunity for brands to support a new generation entering the game. 

, for example, is tackling representation bias by teaming up with Getty Images to create a bank of pictures that reflects the true diversity of football. 

New Balance signed its first-ever female basketball star

, Cameron Brink – a huge step forward for representation in women's sports. A 

 enlisted WNBA players Diana Taurasi, Sydney Colson, Sylvia Fowles, and Theresa Plaisance to inspire young girls to pursue their dreams with determination, regardless of their career choices.

of Britons agree brands should actively collaborate with and platform the voices and stories of people from minority communities

The fashion world is desperate to gain a foothold in football, with brands ranging from Gucci to Converse entering the sport. These brands’ interest in football reflects the changing attitudes of supporters, with younger fans finding new ways to engage and pushing for a more inclusive sport.

How are modern football fans dressing?

Endurance sports have long been considered to be male-dominated arenas and none more so than high-powered triathlons. Traditional Ironman events have seen a growing popularity among women keen to challenge themselves while enabling them to enjoy a sense of camaraderie and community through exercise.

Why are triathlons attracting more women?

Running has long been a sport governed by the clock. But everyday athletes are challenging the sport’s fixation with fast pace and defining personal bests on their own terms. As people of all ages, bodies, and abilities take up running, how can brands forge a more inclusive running landscape?

Why more runners are embracing a slower pace

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

NEOM, an ambitious development that embodies Saudi Arabia's bold vision for the future, is forcing FIFA into a leap of faith for the 2034 World Cup. As the experience economy shifts, brands worldwide are redefining their offerings to cater to the growing demand for multidimensional experiences.

FIFA goes futuristic in 2034 World Cup host announcement

Solo travel is reshaping how Australians explore the world, driven by a desire for freedom, self-discovery, and deeper connections. From soul-searching escapes to reconnecting with passions, adventurers across generations prioritise unique, meaningful experiences over material possessions.

What do Aussie solo travellers want from their trips?

Former tech giant Nokia will have its cultural legacy celebrated through a design archive acquired by Aalto University in Finland. From sketches to marketing strategies, the collection will tell the story of the rise – and fall – of the mobile phone manufacturer that shaped a generation.


Nokia's archive taps into '90s nostalgia

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

With a multi-billion-dollar pink opportunity on the horizon, governments and businesses around the world are investing in products and services to appeal to queer travellers. When it comes to travel, safety and acceptance are top of mind for the community. How can companies offer this while authentically tapping into LGBTQ+ groups?

How can Asia cater to LGBTQ tourists seeking safety and inclusion? 

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

Sicily is offering a low-cost sleeper train to ensure a wider variety of Sicilians can afford to go home and visit family during the winter season. But as slow travel grows in popularity, there’s a gap in affordable travel and a need for brands to ensure greater accessibility.

Sicily tackles traveller costs with affordable trains

Paris is cracking down on unlicensed Airbnbs with hefty fines and reduced rental limits, aiming to curb overtourism and housing issues. This shift could benefit local hotels and residents while potentially raising accommodation costs, reshaping the balance between tourism and local community needs.

Paris tackles tourism in Airbnb crackdown

With women in China being more self-sufficient than ever before, this financial freedom has influenced how they travel, and many are choosing to do so alone. But amid tensions between the rising “she economy” and persistent social expectations to start a family, some are keen to make travel rewarding.

Why Chinese women feel empowered to travel solo

Qatar Airways is celebrating the upcoming Qatar Grand Prix with limited-edition F1-themed in-flight experiences for passengers across all classes. The partnership demonstrates how cross-sector collaborations are revealing the influence of fandom in people’s everyday lives.

Qatar Airways collab targets F1 fandoms 

Oojo has launched its innovative travel platform in Germany, offering seamless booking and exceptional service to the country’s digital-savvy travellers. As people seek out more efficient, personalised experiences, brands can thrive by adopting AI and tech solutions to meet evolving needs.

Oojo's German launch targets personalised travel lovers 

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

Against a backdrop of nightclub closures and rising drinks prices, Britons are looking for low-key, affordable ways to party. In response, dating app Bumble and hard seltzer brand White Claw have hosted their own house parties, speaking to a desire for community and intimacy.

White Claw and Bumble tap into British house party scene

Airbnb’s Xmas ad puts a spin on the classic poem ‘A Visit from St. Nicholas’ to drive home the benefits of staying at an Airbnb over a hotel. As crackdowns on short-term rentals and a desire for ease push people to hotels, the company taps into one of its key advantages as a home away from home.

Airbnb Xmas ad targets hotel-averse vacationers

While there’s growing awareness of the impact of tourism on the environment and local communities, there’s also a widespread lack of truly meaningful action to address it. Canvas8 spoke to Jeremy Sampson to understand the role businesses can play in building a solution.

Jeremy Sampson on the future of sustainable tourism

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

More than ever, South Koreans are seeking holiday accommodation that’s a destination in itself. With hotels in South Korea rebounding from the pandemic, Koreans are also evolving their definitions of ‘rest,’ ‘luxury,’ and ‘hospitality,’ prompting local tourism to adapt too.

How South Korean hotels are adapting to attract visitors

Globally, birth rates are on a decline while pet ownership is on the rise. As more Gen Yers opt to parent ‘fur babies’ over human ones, pets and owners are becoming more codependent, providing businesses with plenty of opportunities to cater towards their shifting expectations.

Gen Y seeks brands that cater to pet-centric lifestyles

Luxury travellers have a new and exclusive way to experience Italy with the launch of the Orient Express’ La Dolce Vita sleeper trains. The revival of the once-defunct brand highlights the continued demand for luxury travel experiences, even as sales of high-end goods slump.

The Orient Express launches first new route in decades

For today’s travellers, it’s all about living in the moment, often trading future savings for once-in-a-lifetime experiences. Drawn to Australia’s unique landscapes for adventure and personal enrichment, visitors are reshaping the tourism landscape. How can brands meet their evolving needs?

As travel desires change, what are the new tourism opportunities in Australia?

In partnership with Trainline, Brentford FC is offering fans discounted train tickets to attend its away matches. The initiative highlights the gradual shift towards slow travel and the pivotal role brands can play in bridging the gap between eco-conscious desires and actions.

Brentford FC encourages sustainable game day travel

While Japanese LGBTQ+ people still face challenges in their quest for equal rights, Tokyo’s predominantly queer Ni-chōme district has thrived thanks to its tight-knit social circles and atmosphere of activism. While the district mostly comprises smaller ‘box’ bars, there are still plenty of lessons that bigger brands can learn from their success.

How Ni-chōme’s safe spaces attract LGBTQ+ revellers and their allies

Brompton Recycled is a discounted program offering lightly used, refurbished products. As more and more people seek sustainable commutes and travel options, brands can play a pivotal role in reframing ownership mindsets and encouraging circular behaviors to hack mobility.

Brompton Bicycles pilots sustainable travel program

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

Young Australians are travelling worldwide to see their favourite sports teams, creating a new phenomenon of ‘sportscursions’ that blend travel with the excitement of live sports. As sports tourism evolves, opportunities arise for Aussie brands to target new markets and embrace inclusivity initiatives.

How ‘sportscursions’ could get Aussies travelling more

Virgin Atlantic introduces BSL-trained crew, addressing communication concerns for deaf and hard-of-hearing passengers. This allows marginalised travellers to feel supported and gives them autonomy and confidence to navigate a world that is often not the default for individual nuances.

Virgin Atlantic meets deaf needs with BSL-trained crew

Aussies are keen on experiential travel experiences, with many consciously choosing destinations and activities with communal benefits. As people increasingly prioritise authentic connections, there's an opportunity for brands to create offerings that foster social interaction and shared moments.

Australians value community-led and experiential travel

The coolest Gen Z adults in Los Angeles aren’t meeting up at bars. Instead, they can be found at LA Chess Club, a meet-spot up where people get together to play a game with an uncool reputation. What can this tell us about young people’s desire for authentic real-world connections?

How LA Chess Club forms a community from IRL competition

As post-pandemic revenge travel slows, increased demand for corporate retreats is fuelling a welcome uptick in group bookings for the hotel sector. Amid an ongoing pushback against return-to-office mandates, the trend hints at a need for ‘new normal’ solutions to boost workplace cohesion.

Corporate retreat comeback offers boost to hospitality 

An exhibition at the Centraal Museum in Utrecht is providing a platform to designers from Morocco and the Moroccan diaspora, showcasing their contributions to the fashion world – seemingly a response to previously overlooked communities calling for acknowledgement and representation across sectors.

Fashion exhibition spotlights Moroccan designers

For anyone visiting Australia, one thing that quickly becomes most apparent is how everyone is seemingly running on an early schedule – as in, sunrise early. With a majority of the country reportedly up before 7am, we examine why Aussies jump out of bed earlier than most. 

What are Australians doing (and buying) so early in the morning?

Aussies are united by their love for sport, and the record-breaking attendance at the 2024 Australian Open is not the only proof of that. As online communities and content consumption habits evolve, what does it mean to be a sporty Australian, and how can brands place themselves accordingly?

How can brands win over sporty Australians?

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Research from The Collective reveals that almost three-quarters of women globally identify as avid sports fans. Significantly sponsoring women’s sports is also an opportunity to enhance brand reputation amongst women’s sports fans. How can brands continue to support the growth of the industry?

Women’s sports fans want to see more brand support

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

The summer of 2024 was a vibrant season of sport across Europe, with German teams and athletes attracting eye-watering sponsorship deals. But as people’s interest in sport evolves beyond the mainstream, Sponsoo is helping lesser-known athletes, teams, and leagues get in on the action.

How Sponsoo empowers German fans to sponsor sports

The artist teamed up with Google Maps to spotlight sustainable transport and food options on her North American tour. As people want their favorite artists to reflect their values, there is an opportunity to appeal to eco-friendly habits by fostering discovery and community engagement.

Billie Eilish promotes eco-friendly actions on US tour

With budgets stretched and wellness front of mind, the mid-strength and no-and-low beer segments are thriving among drinkers Down Under. As people navigate financial headwinds and explore sober experiences, how can brands in the sector keep up with their evolving tastes?

What do Aussie drinkers want from their beer?

British Airways is investing in large projects to remove CO2 from the atmosphere. With people looking to the travel sector to take meaningful measures to curb climate impact, BA is setting a new standard for environmental responsibility with concrete steps to offset its carbon emissions.

British Airways invests massively in carbon removals

Luxury hotel The Standard taps tattourism by giving guests exclusive access to local tattooists during their stay. With the desire for curated, local experiences continuing to grow among travelers, The Standard is attracting dedicated followers seeking one-of-a-kind, locally-inspired experiences.

The Standard luxury hotel courts tattoo aficionados 

Australia put on a great showing at the 2024 Olympics, once again spotlighting the nation’s sporting prowess. But how are the ways that Aussies engage with athletes and teams evolving? What does the rise of both digital viewership and ‘sports-cations’ suggest about modern fandom?

How Australian sports fans’ viewing habits are changing

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

TikTok is awash with videos featuring artfully curated personal items in airport security trays, turning routine security checks into unique storytelling canvases. An expression of individual style and creativity, the trend highlights desires to find beauty in the mundane and everyday.

Airport tray aesthetic finds beauty in the everyday

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

Could AI be the next frontier in personalised travel? How can companies deal with overtourism? Are niche experiences going to replace shared global events? In this part of the 2025 Expert Outlook, we speak to three experts about how attitudes to travel and leisure are adapting to changing times.

2025 Expert Outlook on Travel and Leisure

A growing passion for wellness getaways and personalised adventures is seeing Singaporean and Chinese travellers take tourism to the next level. With wallets open and AI on their side, they’re harnessing platforms like Trip.com to help them enjoy memorable and truly transformative experiences.

Why Trip.com fulfils the Asian need for organised travel

Train travel may be on the up, but so are rail journeys from hell. The disruptions and cancellations are only half the battle for disabled passengers. Avanti West Coast is one operator modernising the customer experience with both innovative and inclusive features to upgrade UK rail.

How Avanti makes way for personalised access on UK rails

JPMorgan Chase has ventured into the travel sector with Chase Travel, helping aspiring luxury travelers streamline the planning process and get extra value from their everyday spending. With Gen Zers and Yers eager to go on once-in-a-lifetime trips, it’s making experiential desires more attainable.

How Chase Travel centers loyalty in financial services

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

Katanning, a town of 4,000 people located 300 km from Perth, has seen a rise in Asian tourists following a viral video showcasing its vibrant Malaysian community. The videos’ popularity highlights the demand for diverse content to foster cultural connections and understanding.

YouTube video draws Asian tourists to rural Australian town

Fruittella Brazil launched a sun-activated storybook, Lá Fora É Mais Legal, encouraging kids to play outside by revealing stories only in sunlight. This initiative highlights the importance of outdoor play in reducing the effects of excessive screen time often faced by digital native Gen Alphas.

Fruittella's sun-activating book promotes outdoor play

Zoomcar has launched a partnership with Mappls MapmyIndia to integrate its cars with AI-driven map technology. As people seek ways to make their journeys smoother, brands can utilise the power of new technologies to enhance the travel planning process and make public transport accessible to all.

Zoomcar and Mappls enhance road travel in India

The global market demand for athleisure is rising, and one brand that remains at the forefront is Lululemon. Its premium product range is underpinned by a community and ethics-focused business strategy that ensures that, despite the hefty price, the brand remains accessible.

Why Lululemon encourages active shopping among Britons

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

A study found that when looking for green flags on dating apps, more than three-quarters of people say they’re drawn to fellow users with ‘interesting hobbies, interests and pastimes.’ And as people struggle with dating app fatigue, niche hobbies may be a pathway to more organic connection.

Niche hobbies provide an antidote to dating app fatigue

There is growing interest in sustainable travel as people reassess their priorities, but there’s an intention-action gap brought about by a lack of transparency from the tourism industry. Canvas8 spoke to Dr. Christina Chi about how brands can align with their audience’s eco-conscious demands.

Christina Chi on how brands can boost sustainable travel

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Travel and Leisure

As sports merge with other forms of entertainment, people demand diversity and inclusivity from brands, teams, and athletes

Gone are the days when sports fandoms were insular, closed communities. Not only are sports enthusiasts becoming increasingly diverse, but people are also keen to have sports as a big part of their lifestyles – how they dress, travel, and socialise.