In focus

Superfan apps: the antidote to social media cynicism?

Superfan apps are ‘a safe environment for brands to trial and incubate ideas,’ says James Kirkham, chief business officer of direct-to-fan sports platform, Cleats Club. Cleats, which launched in October, is a mobile-first platform that offers fans direct access to athletes. Footballer Harry Kane was the first to join, sharing moments from his life with fans through videos, voice notes and text updates. Brands are getting on board, too: Cleats has signed its first sponsor deal, with Just Eat.