Sports Consumer Insights

Trend - Tech developers are creating solutions for optimizing performance and avoiding injuries for athletes with artificial intelligence algorithms. These data-driven methods are implemented as wearable devices or as scans. Both formats have features that are able to detect problems, areas for improvement or the magnitude of impact.

Insight - The health and safety of professional and college-level athletes have been strong topics of discussion, with many activists calling on institutions to implement stricter guidelines that will prevent overexertion and injuries, ultimately benefiting the wellbeing of athletes. As this ethical topic continues to grow in public consciousness, a demand for tools that streamline the training and in-game experience takes precedence.

Trend - 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.

Insight - Today's urban consumer is highly motivated by self-improvement in many forms, whether it's professional goals, fitness and health goals, or personal development. However, with so many balls in the air, it can be difficult for many to stay motivated in their various goals. Thus, consumers turn to brands that offer them rewards and motivation to stay help them stay on-track.

Trend - 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.

Insight - Consumers connect with businesses that are values-driven and purposefully contribute to their community. One of the most effective ways to showcase values is through taking on a ‘corporate citizen’ role, where an organization takes action to help their specific region. This makes consumers value the shared connections between their community and the brands that contribute to it.

Trend - Helmets are imperative for the safety of cyclists, but are cumbersome when not in use. This is why helmets that can be compressed offer more functionality. Such products highlight the desire for products that better suit their lifestyle without sacrificing the usefulness of the product.

Insight - Increased concerns around climate change and the general health of the planet have permeated industries ranging from transportation to fashion. Younger consumers who are Internet-savvy are particularly plugged into this cause as the topic is highly visible on social media. Since environmental consciousness has permeated so much of this consumer's mental space, they are seeking ways to exercise eco mindfulness in all consumption habits.

Trend - As technology continues to elevate various products and services, we’re seeing it evolve within categories like sports. 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.

Insight - In the high-connected environment of today, contemporary consumers are eager to explore what enhancements new technology can bring to otherwise traditional activities in the physical space. Interest in this category is mostly guided by curiosity as consumers wonder how tech will impact their lives now and in the future, especially in terms of efficiency, precision, and experience.

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.

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.

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.

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.

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.