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Emerging sports opportunities for innovators, entrepreneurs and creative minds

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Score: 6.5
Recent and Mild Top 4 Examples: 4,386 Total Clicks Date Range: May 15 - Dec 16
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Consumers are enticed by special edition designer sports equipment
Implications - A symptom of the cultural obsession with fitness, luxury fashion and streetwear brands generally limited to presenting apparel and accessories collections are launching limited edition takes on traditional sports equipment. In addition to reflecting the priorities of the modern consumer and the insistence to communicate this through one's possessions, this progression also highlights the symbolic curation of such objects as a means of coping with the fleeting nature of the digital world. [More]
Score: 6.9
This Month and Warm Top 6 Examples: 4,128 Total Clicks Date Range: Mar 16 - Nov 16
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Sportswear adapts to fit the needs of increasingly multicultural consumer bases
Implications - Consumers have banded together to demand more from the athletic brands that they buy from, resulting in a more culturally inclusive range of apparel. More specifically, many have incorporated hijabs into their offerings. In addition, others have been careful to make more modest pieces available for women. This illustrates that many brands are making socially progressive changes in order to involve more consumers, while simultaneously driving a positive message and prompting other brands to do the same. [More]
Score: 7.7
This Quarter and Warm Top 4 Examples: 10,364 Total Clicks Date Range: Nov 15 - Oct 16
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On-the-go physical activity ushers in the new wellness wave
Implications - Health and wellness is on its way to becoming a trillion-dollar industry. This is because of its rising popularity as a status symbol in the social media age. Thus, new iterations of share-worthy wellness initiatives can be observed, such as portable sports gear that maximizes on any opportunity to be (and more importantly, appear) active. [More]
Score: 5.5
This Year and Warm Top 4 Examples: 1,347 Total Clicks Date Range: Mar 16 - Jul 16
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Female fitness campaigns connect with an ambitious attitude toward life
Implications - As athletic brands move to focus more directly on the female-identified consumer, many are connecting with this new crop of ambitious individuals by creating campaigns and services that seek to highlight the intrinsic motivations that make this group unique. Proving that traditional female fitness advertising generally falls short in connecting authentically with women curating their workout routines to match the level of drive and commitment with which they pursue their careers and family life. [More]
Score: 4.6
This Year and Mild Top 6 Examples: 2,467 Total Clicks Date Range: Feb 15 - Jun 16
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Increasing fan involvement, sporting events turn to social marketing tactics
Implications - Targeting the digital native, large-scale sporting events are turning to social media engagement to make the fan experience more memorable. Realizing the need to communicate with consumers in a more approachable manner, marketers are turning to platforms like Snapchat and Facebook to not only promote upcoming events, but also engage the fan community with sponsored content and interactive competitions. This reflects a need for subtle marketing strategies that speak to the way consumers communicate on a daily basis. [More]
Score: 4.9
This Year and Warm Top 5 Examples: 549 Total Clicks Date Range: Feb 16 - Jul 16
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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. [More]
Score: 5.2
This Year and Mild Top 5 Examples: 2,641 Total Clicks Date Range: Mar 15 - May 16
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Sports broadcasters pursue fans in their native digital spaces
Implications - Faced with the ever-expanding effect of cord-cutting, sports networks and broadcasters are consistently leveraging social media platforms in order to reach fans and cultivate new ones. In addition to highlighting the marketing power of the behind-the-scenes access streams on such social networks offer, this shift showcases the need for traditional brands to embed themselves into the digital spaces where consumers are naturally congregating. [More]
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Score: 5.1
This Year and Mild Top 5 Examples: 5,558 Total Clicks Date Range: Feb 16 - May 16
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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. [More]
Score: 8.2
This Year and V. Hot Top 4 Examples: 32,937 Total Clicks Date Range: Apr 15 - May 16
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Footwear brands launch products with VIP consumer events
Implications - In order to create an air of exclusivity around a particular footwear launch, brands are emerging with brand activation venues that in addition to retail and product education spaces, serve as a venue for endorsement-highlighting events. This progression demonstrates that consumers are not only looking to get hands-on experience with a product before buying it, but also of seeking out insider access that may previously be reserved for media and VIPs. [More]
Score: 5.5
This Year and Mild Top 6 Examples: 8,585 Total Clicks Date Range: Oct 14 - Apr 16
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Consumers pursue health through strenuous adventure travel
Implications - In order to satisfy an interest in alternative fitness routines that challenge the mind and body, many consumers are opting for immersive adventure excursions that are both physically and mentally demanding. Also a natural reaction to the contemporary fixation on yoga and meditation as a means of achieving balance, this progression sees consumers embrace adrenaline-inducing holidays that serve as both modes of self-discovery and evidence of their skills. [More]