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- The template for Sport was forged at
the end of the Industrial Revolution. It has changed remarkably
little since then, until recently.
- Sport is in a state of rapid and radical
evolution.
- Recently:
- The line between entertainment and
Sport has blurred;
- Participation in Sport by women and
girls has grown dramatically;
- Most delivery systems for Sport are
broken or non-responsive;
- Sport marketing and sponsorship has
changed dramatically; and
- New Lifestyle Sports have exploded
in popularity and status.
- And yet, even in this new world,
pursuits and goods that evoke the past are highly sought.
- Nostalgia alone is not sufficient.
- This reincarnation works best
when tweaked with:
- New significance, for example
through irony; or
- New potential, for example through
prophecy
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