Across culture, “sportiness” is reigning champ. This year we saw Gen Z ditch nightlife for run clubs, and marathons become a cultural movement for the masses. New players are calling the shots of who gets to represent sport: British-Jamaican designer Martine Rose reinterprets British sports culture through a diasporic lens, Troye Sivan subverts locker room masculinity with queer codes, and Taylor Swift becomes an unexpected broker between girlhood and jock fandom.
Inside this Digiverse report, we explore how sportiness is being subverted in culture, why new fandoms are changing the game, and what’s next.
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