The Nike Toronto Billboards Specifically Target Female Runners
Meghan Young — May 6, 2015 — Lifestyle
References: nike & mediaincanada
As Nike Toronto gears up for the highly anticipated Women's 15k Race in June, a clever billboard campaign has been created for the city to encourage women to train even harder this spring season. Although it revolves around the larger Better For It campaign and the similarly named fitness challenge, it specifically targets local athletes in playful ways.
For instance, one of the Nike Toronto billboards reads, "When your city's raccoons are as big as dogs, you don't jog. You run." More than that, the billboards change depending on the time of day. Those running in the morning will see, "It's never too early to start," while those running in the evening will see, "It's never too late to start." Claire Rankine, communications director, Nike Canada, says, “[The #betterforit campaign] is our largest and most integrated women’s initiative to date. Our women’s business is outpacing men’s and tracking to $7 billion globally by fiscal year 2017.”
For instance, one of the Nike Toronto billboards reads, "When your city's raccoons are as big as dogs, you don't jog. You run." More than that, the billboards change depending on the time of day. Those running in the morning will see, "It's never too early to start," while those running in the evening will see, "It's never too late to start." Claire Rankine, communications director, Nike Canada, says, “[The #betterforit campaign] is our largest and most integrated women’s initiative to date. Our women’s business is outpacing men’s and tracking to $7 billion globally by fiscal year 2017.”
Trend Themes
1. Localized Fitness Campaigns - Use targeted advertising campaigns to engage local athletes and encourage them to train harder.
2. Billboard Personalization - Utilize dynamic billboards that change messages based on the time of day to connect with runners at different times.
3. Gender-specific Marketing - Develop marketing strategies that specifically target and appeal to female athletes to capitalize on the growing women's fitness market.
Industry Implications
1. Advertising - Incorporate personalized advertising into fitness campaigns to reach and motivate the target audience effectively.
2. Outdoor Advertising - Incorporate dynamic technology into billboards to provide tailored messages and create a more engaging experience for viewers.
3. Sports Apparel - Create gender-specific marketing campaigns and products to tap into the expanding market for women's fitness apparel and accessories.
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