# Cult Campaigning Sneaker brands entice consumers with celeb-led cultural experiences. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 5, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cult-campaigning ## Key Figures - Trend score: 3.1/10 - Evidence articles: 5 ## What is the Cult Campaigning trend? **Cult Campaigning:** Playing up the cult of celebrity and the pursuit of exclusive, insider experiences, many athletic apparel and footwear brands are emerging with mass marketing campaigns disguised as once-in-a-lifetime cultural events. This progression demonstrates that in a time marked by consumers' lack of attachment to physical objects and large institutions, brands have the opportunity to cultivate meaningful relationships with individuals by serving as an enabler of experiences. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 16 to May 6, 2016 - Published: May 5, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Cult Campaigning trend ### Celebrity-led Cultural Experiences Brands are creating once-in-a-lifetime cultural events disguised as mass marketing campaigns, playing up the cult of celebrity and the pursuit of exclusive, insider experiences. ### Community-Driven Experiences Brands can serve as catalysts in cultivating meaningful communities of customers with culture-driven experiences. ### Personalized Marketing Directly interacting with and rewarding loyal customers through personalized marketing initiatives can help brands reach consumers on a more personal level. ## What the Cult Campaigning trend means for industry ### For Fashion Fashion brands can learn from the success of celebrity-led cultural experiences and community-driven experiences to create exclusive, insider campaigns that cultivate meaningful relationships with customers. ### For Sportswear The sportswear industry can capitalize on personalized marketing initiatives to directly interact with and reward loyal customers who have proven to be valuable assets to their brand. ### For Athletic Retail Athletic retail brands can learn from the success of Nike's 'Run with Hart' program and create community-driven experiences to get people excited about running by positioning it as a 'movement.' ## Workshop question If your brand were to design a once-in-a-lifetime experience, what would that look like? How could you make it distinctive to your brand? ## Trend signals for Cult Campaigning Trend score 3.1 out of 10, from popularity 32%, activity 53%, freshness 8%. - Popularity: 32% - Activity: 53% - Freshness: 8% ## Examples of the Cult Campaigning trend 5 featured examples from Feb 16 to May 6, 2016. - [Gothic Songstress Sportswear](https://www.trendhunter.com/trends/fenty-x-puma): Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style (Category: Fashion) Implication: Fashion brands can capitalize on the Gothic Sportswear trend and collaborate with celebrities to launch their own collections. - [Milestone Skate Culture Hubs](https://www.trendhunter.com/trends/house-of-vans-toronto): This House of Vans Toronto Pop-Up Celebrates the Brand's 50 Years (Category: Lifestyle) Implication: The House of Vans Toronto pop-up showcases how branding professionals can create immersive experiences to build stronger connections with customers. - [Athletic Comedian Run Campaigns](https://www.trendhunter.com/trends/run-with-hart): Kevin Hart's Run with Hart Program is Part of the Nike Run Club (Category: Lifestyle) Implication: Disruptive innovation opportunities exist in developing and marketing sports apparel and equipment that align with celebrity-led running campaigns. - [Album-Streaming Fashion Shows](https://www.trendhunter.com/trends/yeezy-season-3): Kanye West Used His Yeezy Season 3 Show to Debut His New Album (Category: Pop Culture) Implication: Fashion brands can leverage album-streaming fashion shows to attract new customers and create memorable experiences. - [Surprise Footwear Giveaways](https://www.trendhunter.com/trends/nike-speed-drops): The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats (Category: Marketing) Implication: The sports apparel industry can leverage surprise footwear giveaways as a disruptive innovation opportunity to enhance customer engagement and loyalty. ## 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)