# Athletic Storytelling A spotlight is shined on athletes to showcase an element of authenticity. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 8, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/athletic-storytelling ## Key Figures - Trend score: 2.8/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 7 to Oct 18, 2016 - Published: Jun 8, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Athletic Storytelling trend ### 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. ### 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. ### 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. ## What the Athletic Storytelling trend means for industry ### For 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 for Athletic Storytelling Trend score 2.8 out of 10, from popularity 56%, activity 21%, freshness 8%. - Popularity: 56% - Activity: 21% - Freshness: 8% ## Examples of the Athletic Storytelling trend 5 featured examples from Jun 7 to Oct 18, 2016. - [Infantile Olympics Ads](https://www.trendhunter.com/trends/olympics-ad): Nike's Commercial Shows the World's Most Celebrated Athletes as Babies (Category: Lifestyle) Implication: In the advertising industry, leveraging humor and unconventional approaches can disrupt traditional advertising strategies and capture consumer attention. - [Marginalized Athlete Ads](https://www.trendhunter.com/trends/shakur-stevenson): Powerade's Ad Tributes Shakur Stevenson's Rise to the Olympics (Category: Marketing) Implication: The sports apparel industry can use these ads to promote their products and partnerships with athletes who inspire others through their stories. - [Dramatic Olympic Campaigns](https://www.trendhunter.com/trends/grueling-training): The New Under Armour Ad Highlights the Grueling Training of an Olympian (Category: Marketing) Implication: Opportunity for fitness and training companies to develop innovative, high-intensity workout programs for aspiring athletes. - [Resilient Athlete Campaigns](https://www.trendhunter.com/trends/ice-in-our-veins): The COC Triumphs Canadian Athletes with 'Ice in Our Veins' (Category: Marketing) Implication: Using emotional branding to differentiate products and build a loyal customer base. - [Inspiring Athlete Campaigns](https://www.trendhunter.com/trends/paul-pogba-adidas): This Paul Podba Adidas Ad Highlights the Star's Journey to Success (Category: Lifestyle) Implication: Disruptive Innovation Opportunity: Integrate technology and data analytics into sports equipment and apparel to enhance performance and provide personalized experiences for athlet… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)