PS The trends are quite interesting as well

I have to admit that I'm a big fan of trendwatching.com. A large part of this maybe because I'm either too lazy or too narrow minded to explore the insights that they unearth myself, but another reason is, quite simply, they link to a lot of good stuff. All those random sites that show a new type of media that's never going to take off, a product that offers you a personalised niche in an already niche industry, and so on.

Just take a look at their current offering on an 'Expectant Economy'. Awesome. Make a personalised DVD with your child buddying up with Spiderman, buy shares in a Bulgarian basketball team, create your own chocolate portfolio, or join the elite Claseo fashion club - if you're not on the guest list you're not coming in. A plethora of examples on the world of cool, random, innovation, genius and downright weird.

But just to prove that our friends at trendwatching don't have a monopoly on all that's new and cool, here's my current favourite site - Adidas Football.

Anybody with any interest in football will get this (which is why you'd be on this area of the site in the first place I'd guess). People like football. People liken themselves to favourite footballers. People try and adopt the style/qualities/attributes of said footballers. People buy the boots that will help them emulate those qulaities.

Adidas nails this and add a bit of charm as well. Put simply, the tough tackling destruction machine Gerrard takes on the stylish delicate touch of Kaka with the 'youngun' Messi flitting around with tricks galore. All brought to life through a cartoon drawn by the players themselves. Click the player that looks/plays most like you, buy his boots. Quality.

Not sure if it's part of a trend yet though...