Tracksuit unveils 2024’s biggest moments

AUCKLAND, Today: Tracksuit has revealed its Track Record report, spotlighting the biggest brand and pop culture moments that resonated with Kiwis in 2024. Some of the results might just surprise you!

Over 2,200 Kiwis were surveyed, and the Olympics stole the show as the top brand moment of 2024, with 42% agreeing. The Paris Games offered a closer look inside the Olympic Village, humanising athletes and boosting brands through celebrity endorsements and sponsorships.

Temu’s rapid rise in popularity claimed second place. With Kiwis feeling the pinch of rising living costs, Temu’s bargain deals struck a chord. Globally, though, Ozempic ranked second (23%), dominating regions like the US.

On the pop culture front, Taylor Swift and Travis Kelce’s romance was the year’s highlight for nearly a quarter of Kiwis (23%), especially Baby Boomers and the Silent Generation (27%). Meanwhile, in the UK, the Oasis reunion claimed the top spot (29%).

“These results spotlight how living in a digital world impacts the content we are delivered and consume.” – Mikayla Hopkins

Gen Z had different priorities. Kendrick Lamar and Drake’s beef ranked as their top cultural moment (26%), with the TikTok trend “very demure, very mindful” trailing behind at 15%. Social media continues to shape youth culture and their interests.

Tracksuit’s Head of Marketing, Mikayla Hopkins, commented, “At Tracksuit, our chronically online bubble thought Charli XCX’s brat album was going to claim the top spot.

Although brat summer was listed as the biggest pop culture moment by ten per cent of Gen Z, it barely made a ripple amongst the general population — pulling in only two per cent of votes overall.

“These results spotlight how living in a digital world impacts the content we are delivered and consume. Social media algorithms have created echo chambers that make it difficult to reach mass audiences, but easier than ever to reach highly engaged communities.

“For brands, this has made capitalising on relevant pop-culture moments more important than ever, as these echo chambers can be used to build communities of brand advocates who are passionate and feel personal connections to specific businesses and products.”

• For a deeper dive into the findings, the full report is available here.