Brands are getting more physical

In this first half of 2026, we see that marketers are increasingly channeling the Australian songstress Olivia Newton-John and her 1981 hit that called the world to “get physical.” The big shift we see is that brands are rediscovering the power of the physical experience, the touch, the communal moment, the atmosphere, and the desire for human connection.

As AI-generated content floods screens with efficiency, creativity, and personalization, more brands are also leaning into the physical experiences that offer this human energy. These experiences are real, memorable, and shareable—and they anchor brands in lived moments that blur into culture rather than drifting into potential artificial insignificance.

This is something that Vogue Business sees most deeply with the Gen Z audience (which now has a spending power in the U.S. of $360 billion). This generation is demanding experiential retail, emotional connections, and immersive experiences as part of omnichannel strategies. Vogue states that for this audience, the linear marketing funnel is now obsolete, and that a real-life connection to a brand is the key weapon of choice for modern marketers.

Even with our world living online the latest data suggests that consumers are out and about more and that brands are increasingly spending to win a share of wallet by bringing value to consumers’ lives. According to Statista, global experiential marketing spend exceeded $128 billion in 2024, up from $116.1 billion the year prior, rising above pre-pandemic levels for the first time. And this is before the mega global “physical” communal moments like the 2026 FIFA World Cup and the Los Angeles 2028 Olympic games land on the horizon.

A WIDE TREND.

We see this trend of marketers playing in physical experiences across nearly every category.

There is an unbridled rise of glamour in physical experiences by nearly every fashion brand including massive investments in marketing spectacles from Loewe and Louis Vuitton, to the thematic touch-points and pop-ups from a Summer of Lacoste, to the rising trend of the whole fashion industry seemingly wanting to get into food.

We see this scale and creative playfulness also play out way beyond fashion with brands like Lego creating life-size F1 racing cars, to the Jordan brand taking over the NYC skies with a drone show, and last year’s global Squid Game takeover by Netflix alongside an investment in its Netflix Houses experiences.

THE MOVE INTO PHYSICAL

So why are brands investing more in the physical now as part of their omnichannel planning?

An antidote to tech tiredness: As we become more inundated by AI-driven ads, personalized feeds, and virtual influencers, the need for constant information is balanced by a desire for more inspiration in the real world. Brand physical activations slice through the noise and deeply connect with audiences by grounding consumers in the tangible and authentic.

We love the real, real: Physical activations feel inherently real—hard to fake or ignore. And in our daily lives we love this interruption in our repertoire. IRL experiences spark emotions, encourage social sharing, and create cultural moments—helping brands build deeper, more visceral connections. And they show up on our feeds and in our lives in a more meaningful way.

Deep community craving: Physical experiences emphasize community, craftsmanship, and purpose—all counterpoints to AI’s precision, but sometimes viewed as hollow efficiency. As humans we crave this connection to each other with a belief in a broader community, and real-life experiences reflect purpose and presence.

The best of both worlds: Physical activations now often double as digital content engines—wired for social virality while delivering memorable, multi-sensory engagement. They bridge digital and physical worlds—AI poems, AR try-ons, QR-activated benefits—but are delivered in person. They create layered engagement and the dual impact strategy means brands and consumers connect in the best of both worlds.

THE CATEGORIES BENEFITING FROM THIS TREND

With such a desire for deep community craving, and a love of the real, real, the sports industry is a huge beneficiary from the power of unlocking this deeper human connection. In the 2025 State of Sports Marketing report, analyst Brian Weiser of Madison and Wall estimated that the cost of sports rights should grow almost 8% annually compared to the last 20 years. Paul Woolmington, the Canvas CEO, and report author, said of the real driver: “The opportunity is to participate in cultural moments of genuine significance—to be part of the conversations that matter.”

This is something we see at our company, 72andSunny, with the increased numbers of marketers coming to Sports Beach in Cannes each year to learn, or with our key sports partner clients like the NFL or NASCAR, or the brands we work that invest in sports, like United Airlines through their Wrexham sponsorship or e.l.f. cosmetics and its NWSL partnership.

We see these partners winning because they are leading with real meaning, a true story-telling narrative, and a clear belief in the power of fandom to drive brand love. They understand the perfect alchemy of connection, community, content, and creativity, building experiences that make their consumers want to belong with the brand.

So as we enter the next couple few years of mega sporting moments, and as the marketing world continues to get more physical, finding a way to unleash the power of the physical experience, the touch, the communal moment, the atmosphere, and the desire for human connection will be key.

Chris Kay is CEO international of 72andSunny.