Scoring Big with Gen Z: 5 Ways Brands Can Win in Today’s Sports Culture
Lost in the culture of sport? Here’s five ways to get involved.
Although the definition of fandom has evolved over time, Gen Z’s fascination with athleticism has stayed strong. From fashion to meme bait, sport has firmly found its place at the Gen-Z table, and brands like Foot Locker, Red Bull and Martine Rose are already winning over the loyalty of youth audiences - but how? In this edition of Livity Thinks, we’re diving into how brands can engage with the culture of sport and how your brand can go for gold.
Not only is it a unique facet of culture that spans generations, it’s also a visual representation of the cultural shift we’re seeing daily. As a youth culture agency, at Livity we’re constantly engaging with young people, and are on the front foot of understanding what the next generation are obsessed with. So strap in, hear from our youth specialists, and get ready to change gears into sport mode. Here’s five ways your brand can come out on top in sports culture.
Young Fans Value Creativity
As more brands are escaping their respective categories (see: Morley’s Fried Chicken), clubs and codes are leaning all the way into the evolution of connection by tapping into their creative side.
London-based football club Crystal Palace has become the first side in the Premier League to hire a Creative Director to oversee apparel collections and fashion partnerships. With the first collection dropping for Fall/Winter 2023, there’s a vision to create “products that go beyond typical sports team merch and grow the team’s fan base.” Rumours are flying in the last few weeks of collaborations with local iconic food, clothing, and footwear brands as a part of the collection that will see the club dip their toes into the fashion category.
It’s not just the big guys though - similar plays have been underway for years by local teams like Parisian football club Red Star. Successfully showcasing their natural credibility, their creative team are blending the worlds of culture, art and lifestyle building innovative collaborations that are reaching global audiences.
Source: goal.com
Go For Gold:
Treat every opportunity as a way to creatively engage Gen Z and Alpha’s, and enlist a gold-medal worthy creative team who can make it happen. Time is of the essence with anything youth culture, so make sure they’re always ready at the starting line. For brands just getting started, working with partners to develop collaborative teams that blend the lines of internal and external resource can help bolster your capabilities without any risk.
Embrace Gen Z’s journey
Sport isn’t just about the win - although they do feel great! Being a fan or player is about the journey. It’s the dedication, the early mornings in the gym, the 2am wake ups when you’re overseas. The silent optimism that you’ll get better as you grit through the run you never wanted to be on in the first place.
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Deadpool’s Ryan Reynolds and It’s Always Sunny in Philadelphia’s Rob McElhenney understood the assignment when they took on Wrexham’s local club, Wrexham F.C. Adored by their local fans and intrinsically linked to the community through a hail mary save, both knew the importance of celebrating the club’s redemption arc. Welcome to Wrexham gave access to old fans and global pathways to new, whilst the pair’s ability to bring in sponsors well above the club’s league meant they were able to successfully celebrate the highs and lows of owning a club.
Now, we’re not saying you’ve got to purchase a club and have a crew on speed dial. Nike’s partnership with Paralympian Bebe Vio and sponsorship of the Bebe Vio Academy is pushing sport forward by making sport accessible to all. As with all their athlete marketing endeavours, their role is pure enablement, aligning with forward thinking individuals who are Just Doing It.
Go For Gold:
Celebrate the dedication it takes to participate in sport on a local, regional, or national level. Supporting the players and fans in ways that make it easier to engage will have you leagues ahead. Our client Foot Locker made waves in basketball by empowering communities with a strong culture around the sport by refurbishing courts, creating grassroots programmes, and supporting city-specific players.
Lean In To Gen Z’s Feedback
About as vocal as fans can be, Gen Z are willing to take to their screens and vocalise what they want (even if some people just want to be left alone).
The success of the 2023 FIFA Women's World Cup was an unprecedented event within women’s sport, and Mary Earpes penalty save against Spain was a moment we won’t be forgetting any time soon. Which is why the decision by Nike to not sell replica jerseys of her goalkeepers kit came with such widespread controversy. With fans taking to social media and 150,000 signatures to a petition, Nike moved quickly to offer limited quantities in support of Earpes and keeper fans.
Seeing this play out in real-time, Art of Football pivoted quickly and moved to feature key moments and players of the WWC, dropping new kit as the cup was ending. Their Button-Down Under shirt features 22 moments etched into history as an ode to a tournament of record breakers, net shakers and history makers.
Oh, and Malaga F.C’s decision to break their brand guidelines and move their club badge to the right for a young fan going through chemotherapy should be celebrated in every way.
Source: art-of-football.com
Go For Gold:
Do you truly understand what Gen Z wants from your brand? Not every decision we make as marketers will be the right answer, but the best thing we can do is listen to our audience at every phase and co-create a world we’re all a little bit more proud of. Understanding their frustration and taking action to right the course will have you back on track in no time.
Take on the Algorithm
A seismic shift in how audiences use search has already occurred. Google execs are reporting that 40% of young people are going to TikTok or Instagram for discovery over their very own platform. Even with the limitations of social search, audiences are prioritising curated content over information hunting.
Put simply, while sports consumption used to revolve around official channels or highlight packages, we're witnessing a significant trend where crowdsourced content resonates more with casual sports fans.
Digital fan communities have evolved into pivotal hubs for discovering sports. Take FormulaDank, for example, a page fueled by user-generated content from Formula1 enthusiasts. Here, the audience becomes Formula1 fans thanks to the vibrant culture of the Reddit community. It's the memes, humour, and conversations that foster fandom, rather than the sport itself. This digital fan culture serves as an internet-first gateway into sports fandom, making it more inclusive and accessible for young enthusiasts.
Go For Gold:
Brands can find more value in creating collaborative and surprising search experiences. Think social ready memes, collaborations, or compilations. Take Spotify, who now allows people to collaboratively discover music through features like 'blend mixes.' These features enable users to step beyond their algorithmic comfort zones and explore music guided by their communities.
Source: udiscovermusic.com
Go Where Gen Z Are
To define one generation by a singular truth is a disservice to the nuanced beings Gen Z are. Whilst inherently digital, young people are also embracing the outdoors and moving their bodies as the future of fitness continues to evolve. Surprising absolutely everyone, hiking, urban fishing, and even bird watching have become increasingly popular in our post-pandemic world.
We’ve heard it from comms planners since the beginning - it’s always best to be where your audience are. By creating shared experiences, we’re creating a connection that is deeper than any campaign could ever be. And the best experiences are always tactile.
Activations within sporting spheres don’t have to be convoluted or rooted in a seismic creative concept, simply being where the people are can prove more effective. Take adidas’ sponsorship of Creator’s Park at Pharrell’s inaugural Something in the Water festival (pictured below), the Forum des Halles installation, or the marble basketball court at 747 Warehouse St. These multi-format events aim to introduce themselves to new audiences to embody shared interests outside of retail desires. How are you providing experiences for young fans right now?
Go for Gold:
Identify sporting interests that your audience are frequenting, and find a niche where you can play authentically. Maybe it’s finding your place in the pool, or bringing art to the outdoors. Whatever your vision, remember, simple and honesty win over gaudy activations every day.
In the ever-evolving game of marketing to Gen Z, sports culture steps onto the field as the MVP. By tackling challenges head on and creatively, embracing the journey, tuning in to feedback, tapping into digital communities, and showing up where Gen Z are, brands can make a lasting mark in the world of sports culture. It's about crafting shared experiences and forging connections that resonate on the next level. So, as you take on the world of sports culture, keep in mind that simplicity and honesty will consistently shine brighter than flashy stunts. With our tips in your playbook, your brand can go for gold and win over the next generation sports community.
We’re already working with Speedo, Nike and Foot Locker to keep them relevant for youth audiences and make sure they're always at the cutting-edge of youth culture. From helping understand who your audience are and how to get them moving, to creating your next brand and community platform, or even developing fresh social content for your cultural reset, Livity can help future-proof your brand(s) to secure your place in youth culture.
If you’re asking yourself what your brand means to Gen Z, we can’t wait to chat with you about how we can support the future of your brand.