Sports brands have stopped sponsoring athletes as “influencers” are more effective in marketing products.
Sportswear brands have been using famous personalities to promote their products since sports was first televised. They have offered professional athletes huge sums of money to wear their latest shoes or apparel. This tactic has given so much opportunity for them to reach more audiences. But over the past few years, sports brands have moved away from the “sponsorship” strategy.
Currently, only 1 in 5 consumers are likely to buy a product when a famous person with over 1 million followers recommends it. That means that the strategy is not as effective as before. Right now, sports brands are seeing the effectivity of leveraging influencers, especially the micro ones. Using influencers has given them the chance to reach a more varied market by spreading the budget across small KOLs.
Check out the case studies of the 4 sportswear brands that are winning at Influencer Marketing:
Campaign: 60 Second PowerUp
Goal: To not just increase Nike sales but also combat childhood inactivity and obesity.
How: Nike featured health-focused influencers and asked them to engage their audience by doing a 60 seconds worth of creative exercise, and then share their own videos via Instagram Stories using the hashtag #60SecondPowerUp.
Result: The #60SecondPowerUp hashtag generated over 600 posts with over a 100,000 likes. Nike’s goal to increase sales were also met. But more than the earnings, it’s the ability to help and change the lives of children that is more important for them.
Campaign: #OwnTheCampus College Program
Goal: As the official outfitter of nearly 100 collegiate athletic programs nationwide, adidas engaged YMC to help grow the brand in all facets of student and campus life.
How: YMC designed a multi-channel strategy to help adidas become a permanent part of the “student life”. Adidas also invited a group of influential students to encourage their peers to support and help promote the campaign.
Result: The #OwnTheCampus campaign generated over 153M social media impressions, with 45% increase in student awareness of Adidas’ licensed apparel, and 35% increase in student customer traffic to on-campus adidas retailers.
Campaign: Puma – Intersport Competition with Cure Media
Goal: To activate girls between 16-24 years in Sweden and Finland by driving traffic to PUMA’s competition page.
How: Puma’s initiative was simple: they invited a group of influencers with followers who are most likely to participate in competitions. They were then asked to post a sponsored competition content that fitted their own style and feed.
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SE HIT #Samarbete😋 Just nu har Puma och Intersport en tävling där ni kan vinna 6 månaders träning med PT i din egen stad + träningskläder från PUMA värt 2500 Euro. Klicka på länken i min bio för att vara med och tävla! Så rolig tävling och jag vill typ vinna själv😘 Lycka till! #trainfaster #puma @intersportsverige
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⛈️Horrible weather, great day 💪🏼 Nyt voitte osallistua mahhhtavaan arvontaan mun bion kautta ja voittaa itsellenne 2500€ arvosta Puman treenivaatteita sekä personal trainerin puoleksi vuodeksi 😱👏 Näiden avulla kesäkuntoon, yhteistyössä #puma #intersport #ad #trainfaster #Uino
Result: The combination of a contest, the right influencers and relevant channels was indeed the recipe for a great success! The collaboration delivered an extremely high CTR with an average of 8.2%, which is significantly higher than traditional display advertising. Puma truly succeeded in their goal!
Goal: To connect with consumers and encourage them to take their first or hundredth step forward on their fitness journey, through simple changes in their everyday activities.
How: Beginning with a social media sweepstakes, participants were chosen to add steps to their day by parking far away from the Kohl’s store entrance, and engaging in a one-on-one workout with fitness expert Shaun T. The influencers were also asked to post social media content using the hashtag #OppRUNtunity to reach their audience.
Result: The entries and shares helped the #OppRUNtunity hashtag average over a million impressions per location. The recap video created for Facebook garnered 663k Views 1.6k Likes 31 Comments 129 Shares and the Shaun T x FILA shoe at Kohl’s was widely popular.