There are no sign-up fees or team lists for this new breed of activity; individuals and brands need just show up and join in with the groups of like-minded folk who have decided to regularly jog, work out, or play ball together. The growing movement, largely spearheaded by those exhausted by the ‘always on’ nature of their working lives, has seen the establishment of community-led sporting groups. Its proponents are a mix of enthusiasts looking to offset the nine-to-five, trendsetters tapping into new social networks, and locals attracted by the convenience and ‘no strings’ introduction of physical activity into their day-to-day lives.

Forward-thinking companies are on-board too, many launching campaigns to encourage ongoing local and social community activity in key urban areas. This doesn’t mean sponsoring a standout athlete, or a team, but providing the infrastructure for whole communities to play on their own terms.


With the London Olympics underway and East London, in particular, galvanised by the global focus, certain brands are staying front-of-mind by fusing physical activity with culture both in the U.K. and abroad – ultimately encouraging local, social and health benefits that are good for everyone.


In prime position to leverage the hype surrounding London 2012 is Nike 1948, a space in East London where sport meets culture. While its existence is no big secret, the 1948 environment is certainly leading the sector.