Category
Lifestyle
Assisted Choices
Trend cluster
Category
Athletic
Storytelling
A spotlight is shined on athletes to showcase an element of authenticity.
2.8
Trend score
Trend
What is the Athletic Storytelling trend?
Athletic Storytelling: 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.
Trend themes
Themes within the Athletic Storytelling trend
Three behaviours holding the trend together01
Authentic Storytelling
Marketers are turning to creative backstories and storytelling techniques to give athletes a more approachable edge, showcasing a move toward more emotional content.
02
Disruptive Olympic Campaigns
Advertising campaigns can showcase the less glamorous side of being an Olympian, or show athletes as babies to send an inspiring message.
03
Marginalized Athlete Ads
Ads for sports drinks and apparel can draw attention to athletes who have faced adversity and make a positive statement about hard work and overcoming obstacles.
Industry implications
What the Athletic Storytelling trend means for industry
Where the trend changes the playbookFor
Marketing/Advertising
Marketing strategies continue to evolve to create a more sincere connection with viewers, such as using authentic storytelling techniques.
For
Athletic Apparel
Promotions and ads can help showcase athletic apparel with more inspiring messages that resonate with consumers.
For
Sports Drinks
Ads can be tailored towards marginalized athletes, or celebrate how hard work can lead to success for young people from difficult backgrounds.
Workshop question
Define your core group of consumers; is there another demographic that you think would benefit from you products? How can you appeal to them?
Trend signals
Trend signals for Athletic Storytelling
Trend score 2.8 out of 10, from popularity 56%, activity 21%, freshness 8%.
Popularity56%
Activity21%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Athletic Storytelling trend
5 featured examples from Jun 7 to Oct 18, 2016CategoryLifestyle
Infantile Olympics Ads
Nike's Commercial Shows the World's Most Celebrated Athletes as Babies
In the advertising industry, leveraging humor and unconventional approaches can disrupt traditional advertising strategies and capture consumer attention.
CategoryMarketing
Marginalized Athlete Ads
Powerade's Ad Tributes Shakur Stevenson's Rise to the Olympics
The sports apparel industry can use these ads to promote their products and partnerships with athletes who inspire others through their stories.
CategoryMarketing
Dramatic Olympic Campaigns
The New Under Armour Ad Highlights the Grueling Training of an Olympian
Opportunity for fitness and training companies to develop innovative, high-intensity workout programs for aspiring athletes.
CategoryMarketing
Resilient Athlete Campaigns
The COC Triumphs Canadian Athletes with 'Ice in Our Veins'
Using emotional branding to differentiate products and build a loyal customer base.
CategoryLifestyle
Inspiring Athlete Campaigns
This Paul Podba Adidas Ad Highlights the Star's Journey to Success
Disruptive Innovation Opportunity: Integrate technology and data analytics into sports equipment and apparel to enhance performance and provide personalized experiences for athlet…
