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Emerging sports opportunities for innovators, entrepreneurs and creative minds

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Score: 6.5
This Quarter and Warm Top 5 Examples: 1,273 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: 5.4
This Quarter and Mild Top 5 Examples: 2,024 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: 4.5
This Quarter and Mild Top 5 Examples: 364 Total Clicks Date Range: Feb 16 - Jun 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: 5.7
This Year and Mild Top 5 Examples: 2,395 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]
Score: 5.6
This Year and Mild Top 5 Examples: 4,574 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: 8.6
This Year and V. Hot Top 4 Examples: 28,582 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: 5.9
This Year and Mild Top 6 Examples: 7,666 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]
Trend Hunter Services
Score: 6
This Year and Warm Top 6 Examples: 4,174 Total Clicks Date Range: Jul 15 - May 16
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Brands design VR activations that put users in the shoes of pro athletes
Implications - As consumers search for more experiential ways to interact with their favorite sports brands, many of those brands are emerging with immersive virtual reality experiences that place users in the perspective of professional athletes. Such interactions are primarily emotional experiences for fans, helping to reinforce an innate sense of belonging to the community of the team at large. This progression highlights the opportunity for brands to activate and reaffirm relationships with individual consumers by enabling exclusive behind-the-scenes access. [More]
Score: 8.4
This Year and V. Hot Top 4 Examples: 14,655 Total Clicks Date Range: Feb 15 - Apr 16
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Consumers embrace play-inspired experiences that mirror childhood
Implications - As consumers look for activities that blur the line between work and play, many are embracing extreme sports-inspired strategy games reformatted to be experienced indoors in urban settings. Related to the continued proliferation of the so-called "kidification of adults," this progression underlines the opportunity for brands to engage consumers around temporary moments of escape. [More]
Score: 7.6
This Year and Hot Top 6 Examples: 20,239 Total Clicks Date Range: Oct 15 - Apr 16
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Consumers fully embrace tech aids in hunting and fishing
Implications - As consumers look for digital tools to streamline all manner of activities, those who participate in hunting and fishing have accepted the mainstream incorporation of digital aids in outdoor recreation. The widespread adoption of such innovations demonstrates a comfort in integrating tech solutions among a group that was previously wary of technology. This progression reinforces the omnipresence of technology and the contemporary view of devices as a natural extension of one's own abilities. [More]