Female fitness campaigns connect with an ambitious attitude toward life
Implications - As athletic brands move to focus more directly on the female-identified consumer, many are connecting with this new crop of ambitious individuals by creating campaigns and services that seek to highlight the intrinsic motivations that make this group unique. Proving that traditional female fitness advertising generally falls short in connecting authentically with women curating their workout routines to match the level of drive and commitment with which they pursue their careers and family life.
Workshop Question - In what areas does your consumer feel disenfranchised and how can you promote messaging that makes them feel empowered?
Trend Themes
1. Female Empowerment Campaigns - Connecting with female-identified consumers through real stories of everyday women and celebrating their strength and commitment.
2. Breaking Gender Norms in Sports - Creating advertising campaigns that empower young females and encouraging them to break through gender barriers in sports
3. Diversity in Sports Representation - Featuring underrepresented and barrier-breaking athletes like Hijabi and Indian athletes in advertising campaigns
Industry Implications
1. Sportswear and Athletic Brands - Can create more authentic and diverse campaigns that authentically connects with their consumers and celebrates their unique strengths.
2. Film and Advertising Industries - Can work to create and promote more diverse images in their work and challenge societal norms of gender representation and beauty standards.
3. Fitness and Wellness Industry - Can create more inclusive physical activities that positively represent the diversity of their consumers and challenge notions of beauty standards
