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Cult Campaigning

Sneaker brands entice consumers with celeb-led cultural experiences

Implications - Playing up the cult of celebrity and the pursuit of exclusive, insider experiences, many athletic apparel and footwear brands are emerging with mass marketing campaigns disguised as once-in-a-lifetime cultural events. This progression demonstrates that in a time marked by consumers' lack of attachment to physical objects and large institutions, brands have the opportunity to cultivate meaningful relationships with individuals by serving as an enabler of experiences.
Workshop Question - If your brand were to design a once-in-a-lifetime experience, what would that look like? How could you make it distinctive to your brand?
Trend Themes
1. Celebrity-led Cultural Experiences - Brands are creating once-in-a-lifetime cultural events disguised as mass marketing campaigns, playing up the cult of celebrity and the pursuit of exclusive, insider experiences.
2. Community-driven Experiences - Brands can serve as catalysts in cultivating meaningful communities of customers with culture-driven experiences.
3. Personalized Marketing - Directly interacting with and rewarding loyal customers through personalized marketing initiatives can help brands reach consumers on a more personal level.
Industry Implications
1. Fashion - Fashion brands can learn from the success of celebrity-led cultural experiences and community-driven experiences to create exclusive, insider campaigns that cultivate meaningful relationships with customers.
2. Sportswear - The sportswear industry can capitalize on personalized marketing initiatives to directly interact with and reward loyal customers who have proven to be valuable assets to their brand.
3. Athletic Retail - Athletic retail brands can learn from the success of Nike's 'Run with Hart' program and create community-driven experiences to get people excited about running by positioning it as a 'movement.'
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
5 Featured, 39 Examples:
307,794 Total Clicks
Date Range:
Feb 16 — May 16
Trending:
Warm

Featured Examples

Gothic Songstress Sportswear
Gothic Songstress Sportswear
Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style
Singer turned Creative Director, Rihanna has unveiled her first Fenty x Puma collection for the popular German sportswear brand. Presenting a Fall/Winter Ready-To-Wear collection for the 2016 season,... MORE
Milestone Skate Culture Hubs
Milestone Skate Culture Hubs
This House of Vans Toronto Pop-Up Celebrates the Brand's 50 Years
The House of Vans Toronto pop-up kicked off on March 16 with an opening party that featured performances by Dinosaur Jr, Toronto rapper Jazz Cartier and Vancouver-based Tommy Genesis. In addition to... MORE
Athletic Comedian Run Campaigns
Athletic Comedian Run Campaigns
Kevin Hart's Run with Hart Program is Part of the Nike Run Club
Launched by Nike Run Club in 2015, the Run with Hart program showcases Kevin Hart as an avid runner and athlete in addition to being a talented actor, writer and comedian. The campaign saw Hart lead... MORE
Album-Streaming Fashion Shows
Album-Streaming Fashion Shows
Kanye West Used His Yeezy Season 3 Show to Debut His New Album
Chicago rapper Kanye West unveiled his highly anticipated Yeezy Season 3 collection at Madison Square Garden on the first day of New York Fashion Week. Unlike the usual fashion show that provides a... MORE
play_circle_filledSurprise Footwear Giveaways
Surprise Footwear Giveaways
The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats
While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, Nike chose to get up close and personal with its fans by launching its ‘Nike Speed Drops&#... MORE

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