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?
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?
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