Culture Clash
Sports MONITOR
Naomi Osaka and Gen Z Values Take Center Court
Naomi Osaka, the #2 women’s tennis player in the world, recently shocked the sports world by withdrawing from one of the most important tournaments in her sport, citing the mental strain she experiences in post-match press conferences due to her depression and social anxiety.
We explore how Gen Z, of which Osaka is a member, is diverging from the dominant sports culture of the last 30 years, and how Osaka’s values and decisions could be a glimpse of what fans expect of athletes in the future.

Kantar Sports MONITOR is a subscription insights service for brands seeking a deeper, more human connection with modern sports fans. Contact Ryan.McConnell@kantar.com or Steve.Kulp@kantar.com for more information.