Every year we make a series of predictions that sit at the crossover of marketing and active / outdoor / wellness brands. We call it our Crystal Baller. This is the 6th edition—the second to make it on My Best Campaign. From cortisol to vintage gymwear, it's a non-so-comprehensive list of what we'll all be talking about in 2026.

LINKS

Read the original Crystal Baller post

Good Thinking Podcast

The Business of Fashion Podcast

Articles of Interest Podcast

Running Supply Substack

The Sweat Lookbook Substack

As Seen On Substack

Fitt Insider email

The Future Party email

The Running Event

Switchback

made-for-social minidramas

Jacquemus

Ffern

Burberry

Chanel

Satisy Running: I think I saw you on my run today

Diadora's Cinematic Social

Shawna Olsten on My Best Campaign

Coperni’s probiotic "bacteria-infused" clothing

Huha

Celliant

Hikerkind

Westbeach

Marco Langon x Diadora

the 12-hour walk

Brick phone-blocker

The Bandit Grand Prix

Tracksmith Twilight series

Rapha Prestige

Redbull Rampage

Mara Hoffman on Substack

Tory Daily

Melani Masarin’s Nightshade on Substack

Wellsaid by Madewell

Rare Beauty Secrets.

Our past predictions from: 2025, 2024, 2023, 2022 and 2021