Sports

Implications - While many brands reward consumers for purchases made, a number of brands are creating rewards systems that motivate consumers to lead active lifestyles to earn prizes. Such programs affiliate these brands with the consumer’s journey towards developing a healthy lifestyle. These rewards highlight how brands are being proactive in supporting the self-betterment of consumers to build long-term brand equity.

Homework Question - Consider how your brand could play a role in the self-improvement of your customers. [More]

Implications - Creating ties to current events, brands, typically outside the sports and athletic field, are jumping in to showcase support and loyalty for regional sports teams. Strategically releasing ads around playoffs and championship finals, brands are aiming to showcase pride and support for local teams through everything from referencing star players to highlighting local fan engagement. Such localized references not only speaks to how brands are seeking to become much more connected to their communities, but also the importance of supporting heritage, fandom and consumer sentiments through branding.

Homework Question - In what ways can your brand create more authentic connections with your consumers? What localized strategies could you employ? [More]

Implications - While helmets are imperative for the safety of cyclists, they are often cumbersome when not in use. This is why helmets that can be compressed offer more functionality and are particularly ideal for urban commuters. Such products highlight consumers' desire for products that better suit their lifestyle without sacrificing on the usefulness of the product.

Homework Question - Consider how your brand could alter the format of your product or service to better suit the needs of your consumer. [More]

Implications - As technology continues to elevate various products and services, we’re seeing it evolve within categories like sports as well, adding both efficiency experiential aspects. More than just mobile applications, those in the sports field are utilizing augmented reality, analytical information and voice assistance to elevate equipment as well as the athletic activity itself. Such multi-sensory inclusions speak to the growing desire for multimedia engagement even within more traditional physical activities.

Homework Question - Think of your most traditional service or product. How could you elevate that with the use of multimedia technology? [More]

Implications - Designer fashion brands are wooing consumers with sophisticated takes on team gear that highlight individuals with an affinity for both fashion and organized sports. This expansion on sports franchise merchandise speaks to the new understanding that consumers are more easily categorized by overlapping interests than traditional demographic categories, and are therefore keen to self-identify with unique co-branded items that depict their multifaceted interests.

Homework Question - How can a high-low collaboration serve as a means to uniting an expansive fanbase? [More]

Implications - While golf is a well-known pastime, hobby and professional sport, brands are now seeing a lucrative opportunity to reinvent the game with technological advancements. Adding voice interactions, automation and more, golf is captivating multi-generational audiences. With these emerging themes in a long-established pastime, showcase how brands can further embrace nostalgia with the incorporation of high-tech functions.

Homework Question - How can your brand leverage technology to reinvent a past trend within your industry? [More]

Implications - As the era of athleisure apparel persists, its influence has expanded to inspire statement bags that transform athletic equipment into versatile accessories. In addition to signifying authenticity in terms of one's athletic interest, the playful design device highlights an interest in novel fashion pieces that offer a youthful approach to serious fashion.

Homework Question - How can the design of your product convey a sense of authenticity that customers will aim to align themselves with? [More]

Implications - Workout equipment that can be easily stowed away or integrated into the design of a home makes it easier for consumers to enjoy a fit lifestyle without disrupting the design flow of their home. As urbanization progresses, products like these appeal to consumers trying to maximize the space that they do have, functioning as a driving factor in purchasing decisions for those living in micro-homes or apartments.

Homework Question - How can your brand better adapt to the needs of urban dwellers? [More]

Implications - Shoes have long been custom-designed to suit the rigors of highly popular sports, but as the sneaker market continues to crowd, brands are mining increasingly niche activities and interests that have not previously been served by incumbents. In light of markets in which it's nearly impossible for upstarts to succeed as generalists, products that recognize and play to consumers' hyper-specific particularities can grab attention more strongly than those that appeal to more general, wide-spanning interests.

Homework Question - Identify a hyper-niche interest that appeals to a portion of your consumer base. How could you incorporate that into your brand's offering? [More]

Implications - Demonstrating the importance of having gadgets that pertain to their individualistic lifestyles and identities, consumers are increasingly drawn towards smartwatches that are more specifically targeted rather than general fitness trackers. This shift in preference towards more personalized performance is indicative of the acceptance of smartwatches and fitness wearables as everyday necessities that consumers want to increasingly integrate into their daily routines.

Homework Question - Where can you specialize to appeal to a specific group of consumers? [More]