There are some category overlaps that simply should not be ignored, and the merger of beauty, wellness and sports is one of them. So far, we’ve seen a lot of athlete and team sponsorships, philanthropic initiatives and cute marketing moments.

We love that as an opening move, but believe many future opportunities will emerge from sports and beauty brands opening up R&D to athletes and meaningfully co-creating problem-solution products that deliver real innovation — setting the stage for future brand worlds. (This chart shows where we stand today — but we’ve also got a chart for where we’re going in the post itself).