Few days ago I experienced two events in synchronicity. This is exactly the kind of magic happening and occurrences click in your mind.

During the morning, as the weather became more chilly, I decided to put on a new adidas zipped hoodie which I received as present. It is a dark grey hoodie with a discrete black logo on its sleeve, the kind of clothing you put on when you go out for a coffee or when you want to make an appearance in style. This is not the performance type of clothing with reflectors and fluo stripes you put on a dull day while exercising outdoors. On its tag it reads “I’m sport. Gameday or any day”. That made me smile.

On the very same day, my browser suggested an article about athleisure as a category and the projected sales for 2025. It wasn’t striking to read that the estimated sales are projected to increase globally by over 5 billion USD in the years to come.

Realising that companies like adidas know that everything communicates (even the hoodie tag) and also take responsibility as market leaders to drive the category growth makes me think that looking for hints can be as insightful as reading an article on the business news.