Futuresinfocus

What have Drew Brees and Kim Kardashian got in common? Both have had social posts about them either playing Pickleball or maybe coming back as a professional Pickleball players (in the case of Drew Brees). These are two very powerful names in the world of sports and celebrity entertainment. Sports are a vital part of our social fabric and it would be foolish to assume that the sports we play and or watch now will be identical in ten years’ time. On one hand, it would be a sad idea that we cannot evolve new tastes or variants. On the other hand, understanding the triggers that drive these new sports and experiences tells us a lot about the potential world we will live in, ten years from now.Change is often misread as purely a moment of fashion. When a close colleague told me he was recently driving his boys past a set of tennis courts his boys called them, pickleball courts. That is the subtle shift in language that often tells or shows us more about the future than just a passing comment. Pickl