Design Perspective: The Olympic Effect
Please note: this article was originally published in Spanish for issue 84 of Petit Style Magazine.
A torch lights the way to this summer’s Paris Olympics. In true French flair, it’s set to be a stylish affair buzzing with innovation and cool sports. For example, breakdancing will debut, and skateboarding is returning for a second year. How will this major global event impact our next generation? Sporty trends are incoming!
Illustration by: Buttercrumble
Generation Alpha are digital natives born between 2010 and 2025 — they are our children. Currently, the eldest Alpha child is around 14 years old and discovering the joys of being a teenager. We must remember that creating a detailed map of Alpha traits is difficult as they are not part of our consumer system yet. So, what do we know so far?
Generation Alpha are advocates for well-being, following in the footsteps of their predecessors, Gen Z. A want for work-life balance shapes their career choices. They’ll walk the moral high ground and find employers that match their personal values.
They’re growing up within a culture fit for Olympians focused on food and exercise. Healthy eating and active lifestyles are being promoted online, and their parents are lapping it up. Yet, there’s a big problem as the motivation to play actual sports wanes! For these digital natives, the online space is their sports ground and there’s no need to work up a sweat. I can empathise as a self-professed internet addict. An iPad session on the sofa can be more appealing than kicking a ball outside.
Despite my less-than-healthy example, parents of Generation Alpha encourage their children to engage in sports, but only around a third of them participate, according to a survey conducted by consumer intelligence company, Morning Consult (2021). We can blame this downward trend on the social media boom and the COVID-19 pandemic lockdowns.
Yet, as a major global event, we can expect to see the Summer Olympics flood our social media feeds. The Olympic movement aims to encourage public participation, and it will be a fantastic opportunity to promote sports to a young audience.
It’ll be a stylish affair as French conglomerate LVMH (which includes brands like Dior and Louis Vuitton) is a leading sponsor. The LVMH Group is collaborating with its longstanding charity partner, Secours Populaire Français on a sports programme. It will offer 1,000 vulnerable children access to sports memberships, training and classes. This will further the appeal of exercise.
The Group has been driving sporty fashion collaborations. For instance, Olympic skateboarder, Aurélien Giraud has become a Dior ambassador, as well as footballer, Kylian Mbappé. There are big financial opportunities, so an upward trend in popularity can be expected!
Athletes are bold, progressive and led by purpose. They make excellent role models, so it’s no wonder fashion houses are signing them up! They’re set to make positive waves with our children.
Generation A is still so young, we need to give them a chance to discover the world of sports. We’re sure the airing of the 2024 Olympics will be the gateway and put the fun into movement for many. Cue the cute athleisure!
More reading?
Silverman, A. 2021. Beyond Gen Z: What the Parents of Generation Alpha Say About Their Kids' Interest in Sports. [Accessed: 18 April 2024]. Available to read here.
Tracy, J. 2021. Generation Alpha kids carry on trend of declining interest in sports. [Online]. [Accessed: 17 April 2024]. Available to read here.
