Play First: Our roundup of pieces this week
A weekly roundup of our Play First series
As part of our ‘Play First’ series, we’ve been delving into how the future of youth culture is being shaped by the values of curiosity, unity, sincerity and freedom. This week, we look specifically at unity and how that has been showing up locally and globally, from the grassroots to the macro level.
Here’s the roundup of our pieces this week:
How Unity is Showing Up Across Football During a World Cup year
Continuing with the theme of play through the lens of unity, we explore the growing tension between football’s global corporate interests and the game’s grassroots community spirit. However, we’ve seen at a local and global level, initiatives that successfully bridge this gap, such as Versus and Nike’s “Ramadan Invitational, Baller League and Arsenal FC’s OMO Varzenal Cup tournament in São Paulo with local várzea teams. The piece argues that audiences are increasingly looking beyond traditional, corporate-dominated institutions to find a genuine connection to the game they love, with authentic community focus being the key to football’s future relevance.
Creative Solidarity In An Age Of Upheaval
As old certainties crumble, emerging grassroots platforms are helping global creative communities to experiment with new forms of culture. Even though specific platforms may rise and fall over time, the spirit of experimentation, creativity, and global cultural connection behind them will continue. For brands aiming to stay relevant in emerging cultures, it is important to support and engage with innovative, community-driven, people-led platforms that operate on a not-for-profit basis.
How London’s cultural scene is being fuelled by DIY youth collectives
We spoke to Hannah Makonnen, founder of the youth-led discovery and ticketing platform PLACE, about how London’s creative collectives are shaping the future of youth culture through interdisciplinary activity-based events.
You can read all of our editorial over on the website. Look back on our previous Future of Cool report here. If you want to find out more about the Future Of series, please get in touch info@onro.ad