Lastly, but by no means least, the creative industries have so much to contribute directly to sport. For example the development of 'puma legs', as worn by Oscar Pistorious and Aimee Mullins, function as both a sporting aid and a technological feat created between scientists and creatives.
These activities involve ways of working which are unique to the creative industries helping us to engage with far wider audiences than culture alone. It can help our athletes.
