Innovation into Brand DNA: Case Study of Sports Brands
With the ongoing Paris Olympics, the world is once again entering a frenzy of sports enthusiasm. Brands, in the sports sector or not, are seeking to boost awareness and sales by creative strategies. However, such grand events are not an everyday occurrence. How can brands proactively create buzz and maintain visibility during quieter times?
Beyond emphasizing product functionality, brands are now increasingly addressing the diverse psychological needs of consumers, such as everyday fashion, trending topics, and even deeper levels of identity and belonging.
Here are three case studies curated by thinkers, showcasing different sports product brands and event brands. Discover how they generate buzz in their daily marketing activities, bring fresh ideas to their brands, and ultimately attract their target audience to make a purchase.
Case Study 01
On: from athletes to fashions
Swiss-born performance running shoes On has secured a strong position in the minds of professional athletes, thanks to its powerful R&D capabilities. In recent years, it gained widespread fame when tennis legend Roger Federer joined the team. On’s minimalist aesthetic design has also found its way into the daily lives of general sports enthusiasts, becoming a favorite among Hollywood celebrities and even collaborating with luxury brand LOEWE. This has made On one of the fastest-growing sports brands in the past decade.
Riding this wave of success, On invited Zendaya and Federer to engage in an “air tennis” showdown this summer. In the commercial, both stars intensely swing their racquets in dynamic shots, playing an earnest game of air tennis that is both hilarious and exhilarating. This creative campaign added a friendly and humorous touch to On’s brand image, resonating with the general public and potentially boosting sales of their casual footwear. Despite being a younger brand, On has successfully made a global impact with its outstanding product quality and bold creativity.
Case Study 02
MLB x Nike: City Connect Jerseys
To keep large recurring events fresh and exciting, what can be done beyond relying on athletes’ fame to attract audiences to buy tickets and make further purchases? Major League Baseball (MLB) has chosen to innovate through their jerseys, extending the “emotional connection” between local fans and the home team by collaborating with Nike to launch the City Connect series.
City Connect reinterprets jerseys through the historical spirit of each city, with designs that evoke a deeper sense of identity among fans and refresh the league’s overall image. Although the aesthetic appeal of the designs is subjective, they have undeniably sparked enthusiastic online discussions and significantly boosted sales, with many jerseys selling out on the day of release.
This innovation in league jerseys also demonstrates how large brands, beyond cross-industry collaborations and licensed partnerships, can resonate more deeply with their existing audience by leveraging their own assets (local communities, team members, etc.) and incorporating deeper meanings into their design innovations.
Case Study 03
RVCA: street x arts
Founded by professional athletes, RVCA stands surprisingly out from other sports brands. In addition to specializing in performance apparel for surfing, skateboarding, and boxing, RVCA has integrated the artistic spirit of street culture into its brand values since its inception. Besides actively working with renowned artists, RVCA established the “Artist Network Program” to discover emerging designers worldwide, launch co-branded products, and host exhibitions globally. They even invite local musicians for collaborative tours.
Positioning itself as an inclusive artistic platform, RVCA continuously infuses fresh creativity into its brand, leveraging the universal language of “art” to expand its reach to different countries. The brand’s core ethos, “The Balance of Opposites,” signifies achieving harmony amidst contrasts. Through partnerships, RVCA incorporates unique visual elements within the sports brand realm and presents a more artistic flair compared to other streetwear brands, showcasing a distinct brand value.
Conclusion
The allure of sports lies in the challenge of pushing oneself and the power to bring people together through a single event, brimming with vitality. How can brand managers harness this passion for sports and translate it into brand loyalty? After exploring the creative strategies of the three diverse sports brands mentioned above, brand owners should now have more inspiration.
think has also developed brand strategies and visual designs for three Taiwanese sports brands. Continue reading to discover more exciting case studies!
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