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Attractiveness of Action Sports and why brands act in that market
 

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 ...

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.

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

    • © 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 sports high-risk sports adventure sports adrenaline sports
    • © 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 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…
    • © 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 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
    • © 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
    • © 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 migrating from the action brands to more traditional brands
    • © 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 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
    • © 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
    • © 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?