Category
Lifestyle
Functional Indulgence
Trend cluster
Category
Ambitious
Versatility
Female fitness campaigns connect with an ambitious attitude toward life.
3.2
Trend score
Trend
What is the Ambitious Versatility trend?
Ambitious Versatility: 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.
Trend themes
Themes within the Ambitious Versatility trend
Three behaviours holding the trend together01
Female Empowerment Campaigns
Connecting with female-identified consumers through real stories of everyday women and celebrating their strength and commitment.
02
Breaking Gender Norms in Sports
Creating advertising campaigns that empower young females and encouraging them to break through gender barriers in sports
03
Diversity in Sports Representation
Featuring underrepresented and barrier-breaking athletes like Hijabi and Indian athletes in advertising campaigns
Industry implications
What the Ambitious Versatility trend means for industry
Where the trend changes the playbookFor
Sportswear and athletic brands
Can create more authentic and diverse campaigns that authentically connects with their consumers and celebrates their unique strengths.
For
Film and advertising industries
Can work to create and promote more diverse images in their work and challenge societal norms of gender representation and beauty standards.
For
Fitness and wellness industry
Can create more inclusive physical activities that positively represent the diversity of their consumers and challenge notions of beauty standards
Workshop question
In what areas does your consumer feel disenfranchised and how can you promote messaging that makes them feel empowered?
Trend signals
Trend signals for Ambitious Versatility
Trend score 3.2 out of 10, from popularity 56%, activity 31%, freshness 8%.
Popularity56%
Activity31%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Ambitious Versatility trend
4 featured examples from Mar 3 to Jul 26, 2016CategoryLifestyle
Athletic Female Empowerment Ads
Nike's New Ad Features an All-Female Cast of Indian Athletes
Providing athletic wear and footwear brands with an opportunity to expand their market share in India by specifically targeting women and supporting their empowerment both on and…
CategoryLifestyle
Female-Empowering Fitness Campaigns
This Girl Can is a Powerful Campaign by Sport England
Opportunity to design and produce inclusive activewear that caters to women of all body types.
CategoryMarketing
Female-Focused Boxing Ads
Everlast's 'I'm a Boxer' Ad Aims to Empower Young, Female Athletes
Sportswear companies can seize this opportunity to create inclusive, performance-focused and high-quality products for women.
CategoryMarketing
Inspiring Hijabi Athlete Ads
The New Nike Training Ad Stars Female Weightlifter Amna Al Haddad
Sportswear brands should consider focusing on underrepresented sports in advertising for a more inclusive market.
