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Laura Mulcahy

Before joining TRA, futurist and trend forecaster Laura Mulcahy spent nearly a decade at Nike, USA, leading and executing research across the US, Europe and Asia, and working alongside the Global Trend team to research and analyse global trends and lifestyle shifts that drive sport and culture.

From the author

Why health, fitness and beauty brands are getting real (and funny)

Times are changing. Cultural experts now see brands benefitting from leaning into personality, authenticity and fun – sw...