Last Sunday was Paris marathon.
This year, the runners were lucky: not too hot, not too cold and no rain. 
I was with Chicagoan friends cheering all the runners, yes, all of them! If you have ever done a marathon (full disclosure, I haven't), you know how a "bravo" or a "you can do it" or simple clapping are important. My marathon runner friends emphasized that the cheering is the little extra making you go on with your race.
Then, it was very surprising to see the spectators not encouraging the runners. One of my friends running the marathon even told me it felt like they were there just to view and judge and the difference with marathons in other cities was huge.
So, what happens with the "French" crowd? 
Are French not cheerleaders at heart? ;)
I assisted to the Chicago marathon last year and it was a great experience to be in a spectator, everybody was encouraging the runners, yelling names, countries, etc...
So, this Sunday, I was confused to see how little cheerful the crowd was. And I can't imagine it's a cultural thing because
I do remember going to see bicycle races when I was little with my father, and all kind of them: male, female, pro, amateurs, the crowds were always motivating and cheering the bikers. And what about the Tour de France? Spectators cheering on cameras, crazy advertising cars throwing goodies, it's all a big "fiesta".
So I'm confused about the 2014 Paris marathon and I want to think that indifferent and boring are just adjectives and feelings people will give to the French spectators only temporarily.
Cheers up!

I really like the Nike "Find your greatness" campaign because I think it really speaks to most of the people. It inspires me and I was wondering about how a sport brand can acquire more market share. I truly think that there is a segment that could be more targeted in western Europe and the US as the population is aging: the “over 40’s”.

Let’s have a look at some figures: most of the athletes we see and admire are less than 30 years old and the median age for an Olympic athlete is 26. These 2 articles about age in sports are very interesting:
Could you be an athlete? Olympics 2012 by age, weight and height
Olympic Athlete Ages: What is the “peak” age to be an athlete?

So, yes, having an athlete for your sport brand is great, because we all admire them, but as the Nike campaign says, greatness is everywhere and “we are all capable of it, all of us”.

A campaign for the over 40 years old would be great with a direct message like  “let’s be honest, when you look at the mirror, you don’t see a 20 something Olympic athlete, but you are an athlete and you have your goals and your own merit”. It would be kind of sponsoring the real/strongest athlete, the ones that never stop their effort. Of course you need to improve this idea, add features (like a online Club with retired athletes who give advice on sport?), and make it more concrete, but that’s the essence.

Want to try?