Cultural credibility: Meet the brands ‘supercharging’ the fan experience
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
After another year of turmoil, renewed restrictions and heightened discussion about the climate change emergency, the definition of cultural relevance feels like it’s shifting every day. Yet, aside from what has felt at times like a cultural crisis, 2021 has also been a year of sport. After 12 months of delays, fans finally got to experience Euro 2020, the Olympics and Paralympics.