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Athletic Storytelling

A spotlight is shined on athletes to showcase an element of authenticity

Implications - Seeking to create a more sincere connection with viewers, marketers are turning to creative backstories and storytelling techniques to give typically unapproachable public figures like athletes a more approachable edge. Highlighting the grueling training that athletes endure to the inspiration and motivation behind each Olympian, these ads showcase a side of sports that viewers don’t normally see. Such marketing tactics showcase a move away from flashy, over-the-top campaigns toward more emotional and sentimentally-driven content.
Workshop Question - Define your core group of consumers; is there another demographic that you think would benefit from you products? How can you appeal to them?
Trend Themes
1. Authentic Storytelling - Marketers are turning to creative backstories and storytelling techniques to give athletes a more approachable edge, showcasing a move toward more emotional content.
2. Disruptive Olympic Campaigns - Advertising campaigns can showcase the less glamorous side of being an Olympian, or show athletes as babies to send an inspiring message.
3. Marginalized Athlete Ads - Ads for sports drinks and apparel can draw attention to athletes who have faced adversity and make a positive statement about hard work and overcoming obstacles.
Industry Implications
1. Marketing/advertising - Marketing strategies continue to evolve to create a more sincere connection with viewers, such as using authentic storytelling techniques.
2. Athletic Apparel - Promotions and ads can help showcase athletic apparel with more inspiring messages that resonate with consumers.
3. Sports Drinks - Ads can be tailored towards marginalized athletes, or celebrate how hard work can lead to success for young people from difficult backgrounds.
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
5 Featured, 38 Examples:
487,035 Total Clicks
Date Range:
Jun 16 — Oct 16
Trending:
Untested
Consumer Insight Topics:

Featured Examples

Infantile Olympics Ads
Infantile Olympics Ads
Nike's Commercial Shows the World's Most Celebrated Athletes as Babies
In order to celebrate the upcoming Rio 2016 games, Nike created a humorous Olympics ad that portrays athletes like LeBron James, Mo Farah, Serena Williams, Neymar Jr. and more as babies. The... MORE
play_circle_filledMarginalized Athlete Ads
Marginalized Athlete Ads
Powerade's Ad Tributes Shakur Stevenson's Rise to the Olympics
Shakur Stevenson is a 19-year-old American bantam-weight boxer who’s faced a lot of adversity in his life. Born in Newark, New Jersey, the athlete faced a childhood filled with a disturbing... MORE
play_circle_filledDramatic Olympic Campaigns
Dramatic Olympic Campaigns
The New Under Armour Ad Highlights the Grueling Training of an Olympian
The latest Under Armour ad gears up for the Rio games by highlighting the grueling training that Olympians are forced to undergo in order to make it to the podium. Unlike other ads that show... MORE
play_circle_filledResilient Athlete Campaigns
Resilient Athlete Campaigns
The COC Triumphs Canadian Athletes with 'Ice in Our Veins'
Before the start of the Olympic Summer Games in Rio, the Canadian Olympic Committee released the ‘Ice in Our Veins’ campaign in order to introduce the nation to some of its tough... MORE
play_circle_filledInspiring Athlete Campaigns
Inspiring Athlete Campaigns
This Paul Podba Adidas Ad Highlights the Star's Journey to Success
A part of its #HereToCreate series, this Paul Pogba adidas ad considers how the young soccer star has never lost sight of his goals and has never been afraid to be original. As HYPEBEAST reports,... MORE

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