Kathryn Morrisby is a journalist, copywriter, and total word nerd. If she’s not researching and writing about the latest social and cultural trends or creating crisp copy for small but brilliant brands, you’ll find her engrossed in clichéd Gen Y pastimes such as gardening, triathlon training, and fretting about her kids’ screen time.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

From decentralised autonomous organisations (DAOs)  run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

World Builders

Dr. Rui Biscaia is a renowned fan-engagement researcher and senior lecturer at the University of Bath. With over 50 peer-reviewed articles to his name, Biscaia’s main research focus is on bridging sports consumers, organisations, athletes, and sponsors. He has co-authored two books, co-edited one sport management textbook, and serves as an associate editor of 

United States

Media and Entertainment

Live broadcasts and events

Sports

The Athletic

USA Today

Los Angeles Times

Sportsnaut

Canvas8

Spectrum Local News

Sponsorpulse

YouGov

Morning Consult

Interview with Dr. Rui Biscaia conducted by the author

The Guardian

Weird Marketing Tales

With some clever rule changes, a more immersive stadium experience, and a little bit of Hollywood hype, the XFL has been relaunched as a springtime American football league. Will it be able to respond to the emergence of hybrid fandoms and learn to engage new audiences both online and IRL?