The Future Laboratory

17 results

Foresight Friday: Seyi Oduwole, strategic foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week foresight analyst Seyi Oduwole discusses the summer of sport.

The Elite: Lucozade x Jude Bellingham, Lucozade, Global

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Health, Wellness & Sport

Lucozade revives football iconography with elite fuelling pouch

Lucozade and England’s Football Association have unveiled Lucozade Elite, a high-carbohydrate electrolyte pouch developed exclusively for the England team.

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Marketing & Branding

Irn-Bru turns its girders jingle into a World Cup anthem

Irn-Bru has re-imagined its 1980s Made in Scotland from Girders jingle as an anthem for the Tartan Army ahead of the FIFA World Cup 2026.

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Health, Wellness & Sport

Café Bustelo turns coffee cans into game day tattoo kits

Latin-inspired coffee brand Café Bustelo has launched Game Face, a limited-edition campaign celebrating sport, national pride and self-expression.

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Retail

Stat: The forces dividing and uniting modern Britain

Some 79% of Britons believe society is becoming angrier, according to ITV’s latest What Unites A Kingdom report, which explores the changing mood of the nation in 2026.

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Health, Wellness & Sport

Stat: Millennials lead second-screen engagement for 2026 World Cup

Millennials are set to be the most active second-screen users during the 2026 World Cup, challenging assumptions about Gen Z’s digital dominance.

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Gaming & Digital Spaces

Stat: US sports fans show high engagement across travel, gaming and media

According to GWI’s latest Global Fan Study, 62% of US sports fans are more likely to take three to four international trips per year compared with non-fans, highlighting the intersection of fandom and travel.