Nextatlas Joins Underdogs Group: A Name That Seems Written for Us

Where it began

It all began with Luca and Alessio Morena and an idea William Gibson made famous: the future is already here. It's just not evenly distributed. It lives in fragments of society already inhabiting it, for better and for worse.

For years we were too small for the market and too early for our clients. Foresight was a document delivered once a year. We kept going anyway, convinced it could become a way of seeing, available every day.

A method, one signal at a time

That idea became a method. Find the people who reach the future first. Listen to the ideas they share. Then forecast how those ideas will spread to everyone else.

Today that means hundreds of thousands of early adopters around the world, read with proprietary AI and a human eye. In September, the Agentic Data Layer, which brings this intelligence directly into the AI tools research teams already use, won Silver at the Esomar Awards 2026.

A multinational in miniature

The company we built is a strange and rare beast. Hyper-curious humanists, designers turned culture readers, polymath physicists, engineers who read philosophy, from every corner of the world. All working from Turin on some of the most interesting questions the market can offer.

Small in numbers, vast in diversity, curiosity and humanity. With one shared goal: to build a deeply human technology, a tool for knowledge. And a bar for quality that never drops.

Many people have passed through Nextatlas over the years and grown here. Many now carry this way of seeing into other companies. We count that among our results too.

Why Underdogs, why now

Foresight is moving out of reports and dashboards and into the decisions companies make every day. It's the shift we have been building towards for years.

With Underdogs Group's strategic, creative and execution capabilities, what we see travels further: more markets, more clients, more ways to act on it.

For our clients, the way we work together stays the same. Same team, same platform, same rigor.

"This is a moment of great satisfaction, and of even greater responsibility: towards the people who built Nextatlas and those who will carry it forward. In our own corner, we set a standard. Now we have the means to raise it." Luca Morena, Co-Founder and CEO, Nextatlas

Thank you

To our team, past and present. To our clients and partners. To the investors who believed in us when there was only an idea.

A special thought for Marc Worth, founder of WGSN and a giant of the trends industry, who saw what we were trying to do before anyone else. Gone too soon. And for his son Max, who carried that trust forward with rare grace.