Who are the millennials and the zoomers? Their attitudes toward sports are vastly different

Boomers, millennials, zoomers – these words have been heard more and more often lately. While the problem of fathers and children has been known for a long time, the difference between specific generations is relatively recent. And it concerns all spheres of life, including sports. For example, the majority of Generation Z (80% of respondents) believe that the very concept of “sport” is gradually changing. Today it includes not only traditional sports, such as soccer, basketball, hockey, but also so-called non-traditional ones. That is, any activity that has a competitive aspect to it.

Millennials, or Generation Y, are a generation of people who were born roughly between 1981 and 1996 and met the new millennium at a young age. While the Zoomers, or Generation Z, were born between 1997 and 2012.

Although Millennials and Zoomers are often equated, they have many differences. And attitude towards sports is not the only one. These guys follow different sports, train differently and choose different uniforms. About the key differences between generations Y and Z – in a special project of “Championship” ja BOSS.

Cheer for the team vs. Support a specific athlete

Like Generation X and baby boomers, millennials prefer to support a specific team. They are no stranger to the spirit of club unity.

While zoomers tend to focus more on the personalities of athletes. Their favorites among teams can change depending on who their favorite athlete is playing for. For example, in the summer of 2018, when Ronaldo moved from Real Madrid to Juventus Turin, many fans followed him. Madrid’s first home game of the 2018/19 season was played in front of a half-empty Santiago Bernabeu. The match showed the lowest attendance in the last 10 years. This is despite the fact that already the following season the club became the second most popular in Europe, behind only Barcelona.

Watch the game at the stadium vs. Engage with the team online

Although millennials are not as frequent guests of stadiums as, for example, boomers, it is still quite possible to see them there. According to official statistics, 41% of Millennials consider themselves avid sports fans, while only 27% of Generation Z respondents do.

As far as going to the stadium is concerned, zoomers are more likely to watch a live broadcast while checking their Instagram feed. According to Google, 80% of viewers of broadcasts during matches are looking for additional information – statistics of athletes, data on the score – or communicate with other fans in social networks. In addition, watching competitions can motivate and inspire to exercise and, for example, to buy sportswear. There are many brands on the market today, including luxury brands. Recently, a joint collection was released by BOSS and Russell Athletic.

Technology helps to lead an active lifestyle vs. Technology “forces” an active lifestyle

Some millennials still remember what it was like to keep calorie counts in a paper notebook. So for them, mobile apps are nothing more than an added convenience. For zoomers, on the other hand, various fitness apps become a source of motivation in themselves. They often start exercising just because they came across an interesting program.

For example, 29% of Generation Z use fitness apps regularly, while 23% use them on an ad hoc basis. While among millennials, 25% are regular users and 20% use trackers periodically.

Fitness as a way to stay fit vs. Fitness as a way to feel better

For Millennials, fitness is part of a lifestyle, taking care of their own bodies and health. Generation Y prefers quick and efficient workouts, such as HIIT.

Zoomers are somewhat similar to their predecessors in their attitude towards exercise. For them, fitness has also become part of a regimen, even a routine. However, they do not strive for the “perfect” body from the cover of a glossy magazine. Zoomers prioritize physical and mental health, usually choosing practices aimed at uniting mind and body.

In general, those who exercise regularly are more numerous among Zoomers. According to European Union statistics, between the ages of 15-24, 12% of men and 6% of women regularly exercise. Millennials aged 25-39 have different numbers: 6% of men and 4% of women.

The main thing in shape is comfort, style and versatility

As different as the latest generations are, they have a lot in common. Zoomers and Millennials prefer comfortable and versatile clothing both in everyday life and at the gym. Of course, they are not ready to give up on style either. In English, they even came up with a special name for the new trend in clothing – athleisure: from the words athletic – “sporty” and leisure – “free”. In 2019, the annual revenue from the sale of such clothes amounted to $414 billion, and by 2023, according to forecasts, it will grow to $570 billion.

The main principles of athleisure – style, convenience and comfort – are united in the new capsule collection BOSS x Russell Athletic. The designers of the two world-famous brands have found a balance for universal casual: the capsule clothing combines a loose fit, sporty details, classic recognizable logos and a retro-inspired color palette. Shades, prints and some silhouettes are inspired by archival brand catalogs. One of the vintage elements is the wide stripes on tops and windbreakers and classic leggings on pants.

As part of the collection, BOSS released signature jerseys, jackets, shorts, athletic pants and sweatshirts. The colors are also inspired by pastel retro: muted blue, desert gray and vintage beige. Thanks to the harmonious range, all items can be mixed with each other, alternating between them.

List of references:

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3. Nielsen Sports. Game changer: Rethinking sports experiences for Generation Z. https://nielsensports.com/game-changer-rethinking-sports-experiences-for-generation-z/.
4. No Ronaldo, no fans – Real Madrid have lowest La Liga attendance in 10 years. https://www.goal.com/en/news/no-ronaldo-no-fans-real-madrid-have-lowest-la-liga-attendance-in-/4yv4xwm53wt5153ghi84jxd0v
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7. Statista. Top-20 European soccer clubs by total revenue 2019/20 season. https://www.statista.com/statistics/271581/revenue-of-soccer-clubs-worldwide/
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10. Vocast. The Rise of Athleisure: When Sport Meets Fashion. https://vocast.com/blog-athleisure-market-insight
11. The Generation Z Sport Study: Numbers, Desires, Attitudes Toward Advertising. http://sport-connect.ru/opinion/whistle