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© Gearlimits Digital
ATTRACTIVENESS OF ACTION SPORTS
and why brands act in that market
by Hayco Volkers
© Gearlimits Digital
What are action sports?
activities that entail a high level of inherent risk
extreme sports
aggro spo...
© Gearlimits Digital
Action Sport is
SPEED
© Gearlimits Digital
Action Sport is
HEIGHT
© Gearlimits Digital
Action Sport is
PHYSICAL EXERTION
© Gearlimits Digital
Action Sport is
HIGHLY SPECIALIZED GEAR
© Gearlimits Digital
Action Sport is
TESTINGTHE INDIVIDUAL
© Gearlimits Digital
Characteristics Action Sports athletes
They believe that people with certain personality traits are m...
© Gearlimits Digital
What is the attractiveness of Action Sports?
for action sports athletes, consumers and brands
© Gearlimits Digital
Attractiveness
THE THRILL
© Gearlimits Digital
Attractiveness
THE GEAR
© Gearlimits Digital
Attractiveness
ENTERTAINMENT
© Gearlimits Digital
Attractiveness
THE RISK OF CRASHING
© Gearlimits Digital
Attractiveness
THE PEOPLE WHO DARE
© Gearlimits Digital
Attractiveness
THE LIFESTYLE
© Gearlimits Digital
Marketing & Action Sports go hand-in-hand
Various companies use the thrill and risk of extreme sports...
© Gearlimits Digital
Results of intertwining
No longer are extreme athletes the only ones interested in extreme and action...
© Gearlimits Digital
Brands & Action Sports
action sports as marketing vehicle
© Gearlimits Digital
Action Sports as marketing vehicle
FOOD & BEVERAGES
© Gearlimits Digital
Action Sports as marketing vehicle
BROADCASTING
© Gearlimits Digital
Action Sports as marketing vehicle
MANUFACTURERS
© Gearlimits Digital
Action Sports as marketing vehicle
SPECIALIZED ACTION SPORTS SITES
© Gearlimits Digital
Adaptation of Action Sports by traditional brands
the attraction of action sports in advertising is m...
© Gearlimits Digital
Adaption by traditional brands
FOOD & BEVERAGE
© Gearlimits Digital
Adaption by traditional brands
TELECOM
© Gearlimits Digital
Adaption by traditional brands
OUTDOOR CONCEPT CAR
© Gearlimits Digital
Main target groups for brands
Lifestylers
not always active in the sports but specially interested in...
© Gearlimits Digital
About Gearlimits Digital
Gearlimits Digital provides online marketing and online strategy solutions m...
© Gearlimits Digital
Sources
AdAge (2005).“Emotional Equity Is Still Disney’s Key Asset”.Accessed on August 1st, 2013
(ori...
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Attractiveness of Action Sports and why brands act in that market

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What is the attractiveness of action sports and why are brands so attracted to that market? The last ten years marketing and action sports have become intertwined. Various companies use the thrill and risk of extreme sports as an advertising accelerator. Mainly energy drinks like Red Bull sponsor, and advertise with, a wide variety of high-risk sport events and athletes in order to associate their brand with the thrill as well as the overall cutting edge spirit of the action sports.

Published in: Business, Sports

Transcript of "Attractiveness of Action Sports and why brands act in that market"

  1. 1. © Gearlimits Digital ATTRACTIVENESS OF ACTION SPORTS and why brands act in that market by Hayco Volkers
  2. 2. © Gearlimits Digital What are action sports? activities that entail a high level of inherent risk extreme sports aggro sports high-risk sports adventure sports adrenaline sports
  3. 3. © Gearlimits Digital Action Sport is SPEED
  4. 4. © Gearlimits Digital Action Sport is HEIGHT
  5. 5. © Gearlimits Digital Action Sport is PHYSICAL EXERTION
  6. 6. © Gearlimits Digital Action Sport is HIGHLY SPECIALIZED GEAR
  7. 7. © Gearlimits Digital Action Sport is TESTINGTHE INDIVIDUAL
  8. 8. © Gearlimits Digital Characteristics Action Sports athletes They believe that people with certain personality traits are more likely to participate in high-risk activities Action Sports athletes are more emotionally stable compared to non-risk sport athletes Action Sports athletes also uphold key elements of conscientiousness Action Sports athletes are often times forceful, dominant, brave, sociable an communicative what does research say about action sports (high-risk) athletes All nice to know, but…
  9. 9. © Gearlimits Digital What is the attractiveness of Action Sports? for action sports athletes, consumers and brands
  10. 10. © Gearlimits Digital Attractiveness THE THRILL
  11. 11. © Gearlimits Digital Attractiveness THE GEAR
  12. 12. © Gearlimits Digital Attractiveness ENTERTAINMENT
  13. 13. © Gearlimits Digital Attractiveness THE RISK OF CRASHING
  14. 14. © Gearlimits Digital Attractiveness THE PEOPLE WHO DARE
  15. 15. © Gearlimits Digital Attractiveness THE LIFESTYLE
  16. 16. © Gearlimits Digital Marketing & Action Sports go hand-in-hand Various companies use the thrill and risk of extreme sports as an advertising accelerator. In particular energy drinks like Red Bull, Monster and Rockstar sponsor, and advertise with, a wide variety of high-risk sport events and athletes in order to associate their brand with the thrill as well as the overall cutting edge spirit of the action sports. An important influencer of the action sports lifestyle is Virgin CEO Richard Branson. He’s living it and uses his lifestyle for positioning his ‘Virgin’ brand. the last ten years marketing and action sports have become intertwined
  17. 17. © Gearlimits Digital Results of intertwining No longer are extreme athletes the only ones interested in extreme and action sports. Because of companies like Red Bull, many people have become fans and aware of the sports and lifestyle. They view it as a leisure activity and adrenaline seeking activity. The unpredictability and risk of the sports is what makes them both thrilling and dangerous. And the lifestyle makes them desirable. because of the development of marketing and action sports
  18. 18. © Gearlimits Digital Brands & Action Sports action sports as marketing vehicle
  19. 19. © Gearlimits Digital Action Sports as marketing vehicle FOOD & BEVERAGES
  20. 20. © Gearlimits Digital Action Sports as marketing vehicle BROADCASTING
  21. 21. © Gearlimits Digital Action Sports as marketing vehicle MANUFACTURERS
  22. 22. © Gearlimits Digital Action Sports as marketing vehicle SPECIALIZED ACTION SPORTS SITES
  23. 23. © Gearlimits Digital Adaptation of Action Sports by traditional brands the attraction of action sports in advertising is migrating from the action brands to more traditional brands
  24. 24. © Gearlimits Digital Adaption by traditional brands FOOD & BEVERAGE
  25. 25. © Gearlimits Digital Adaption by traditional brands TELECOM
  26. 26. © Gearlimits Digital Adaption by traditional brands OUTDOOR CONCEPT CAR
  27. 27. © Gearlimits Digital Main target groups for brands Lifestylers not always active in the sports but specially interested in high-end brands that produce fashionable, technical gear Urbanturers also known as Young Outdoor Professional (YOP). Career focused, have money to spend, and want to participate in outdoor activities in their spare time; they only want high-end gear Multi-sporters Practicing two or more action sports regularly, and have a wide range of interest in action sports gear and style Sports extremists people that exert one specific sport and buy top notch gear identification attraction
  28. 28. © Gearlimits Digital About Gearlimits Digital Gearlimits Digital provides online marketing and online strategy solutions mainly for outdoor and action sports. We help your company to engage with your online community and build your online identity. Gearlimits is also an online publisher of outdoor and action sports websites. Titles of Gearlimits are Footedness and GearXtreme. About me I am interim-manager, entrepreneur and a vivid action sporter. I am an internet professional with international experience in setting-up, organizing and managing online and new-media projects as well as optimizing existing online platforms. Over the years I have lead multiple projects working for multinationals, start-ups and small businesses Contact me HaycoVolkers +31 6 81 10 78 50 hayco@gearlimits.com Sebastian Op hetVeld +31 6 34 82 95 91 sebastian@gearlimits.com or
  29. 29. © Gearlimits Digital Sources AdAge (2005).“Emotional Equity Is Still Disney’s Key Asset”.Accessed on August 1st, 2013 (originally published February 14th, 2005 by Michael Mendenhall). Shank, M.D. (2008). Sports Marketing:A Strategic Perspective (4th Ed.). Upper Saddle River: Prentice Hall. Wallin A. (2012). Extreme Sports:AreThey WorthThe Risk?
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