Part of the sports brands that were successful in this time was for their innovative solutions that hooked their audience, formed a community and offered them options to remain active at home. What were the best?
At the beginning of the year, countries around all the world suffered a confinement, which led to the closure of restaurants, social venues and, how could it be otherwise, gyms. However, the usual demand did not disappear due to a change in the habits of citizens: now they played sports within the four walls of their home.
Part of the sports brands that were successful in this time was for their innovative solutions that hooked their audience, formed a community and offered them options to remain active at home. For that reason, Launchmetrics has wanted to analyze this fact through a report: ‘The boom in sports leisure during Covid-19’. At, analyze trends and challenges of sport as leisure through an analysis of brand performance during Covid.
“We can affirm that fashion, luxury and beauty brands have seen a change in the way they speak to their consumers, invest in marketing activities and sell products,” they say from the data analysis and technology company. «Sports brands seized the opportunity to provide a source of entertainment with an innovative edge, it met the demand of the fitness and home workout market, “they add.
Sports brands strengthen their communication
But how was this success reflected in the data? What changes have resulted from media value of brands that have shown why both sports giants and fast-growing brands are at their peak? When Covid-19 became truly worrisome and restrictions increased, brands strengthened communications with consumers.
For sports brands specifically, this was also correlated with the opening and closing of gyms, so fitness fans had to search for novel ways to exercise at home. Most brands in the fitness industry provided home workouts, programs and live broadcasts on his social channels, which were all big contributors to his increased posts and value. In May, for example, MIV (media impact value) for sports brands increased 27% compared to the previous year.
As consumers have adapted to fitness at home, online fitness has grown 50% and sports brands have offered interactive solutions to their followers to stay active from their own home. It is clear that celebrities and influencers were crucial for most of the sports leisure marketing strategies during the Covid. This doesn’t just apply to established sports giants. For example, the main Alo Yoga publications were by Georgina Rodriguez, Cristiano’s couple, which made 1.7 million dollars in MIV.
And it is that, fitness platforms such as Alo Moves -to which Alo Yoga belongs- have conbuilt strong communities, in addition to consolidating brand loyalty. This has been achieved through acting as an additional point of contact in the market. It also helps the brand formulate its core values through consistent content and messages. The podium, headed by Alo Moves, is also formed by Nike Training Club and Gymshark Conditioning App.
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Source: Marketing Directo by www.marketingdirecto.com.
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