Brands looking to reach the active culture are discovering the benefits of focused, effective endurance sports and health promotion.
Many powerful opportunities exist for brands who understand how to deliver the right message in the ideal way. hawkeye Sports and Entertainment (hSE) has been focused on this market since 1999, and has a deep understanding of what makes the endurance sports demographic tick, and how to elicit a positive response.
The endurance category has shown consistent growth in the and become one of the most attractive sub-sets of the overall sports marketing segment. Over 70 million adults are actively engaged in endurance sports and health promotion, participating in some form of health, fitness or wellness activity. As categories such as adventure sports, cycling and running continue to gain popularity, endurance sports as a category become more appealing. However, like just like finishing a marathon, reaching this demographic presents a sizeable challenge.
A Challenging Course
The endurance athlete is skeptical by nature. These people are typically very independent, and difficult to gain credibility with. However, once a brand has become accepted, the loyalty shown is unparalleled. That’s were the years of experience and expertise of hSE come in. hSE has consistently taken brands and helped activate them with endurance sports and health promotion.
Successful efforts begin with the knowledge of the audience. Endurance lifestyle participants are obviously active and healthy physically, but also see the importance of carrying this mentality into their emotional and spiritual lives. Rather than activating a brand to consumer preference, the approach must be taken to emotionally engage a brand with a consumer lifestyle.
This demographic is educated, affluent and enjoys spending money on their lifestyle. Endurance sports and health promotion enthusiasts are active by nature. They are participants, not spectators, and therefore require a knowledgeable, authentic approach. Brands are part of their world, such as The North Face, Jeep and Nature’s Path. The endurance minded individual will not only choose these types of brands, the person will seek them out.
Navigating the Change
Though calling any audience consisting of 70 million potential consumers “niche” may seem dubious, the unique, specific interests of the growing adventure enthusiast market provides unique opportunities to target the collective with a message tailored for an individual.
Recognized as the leader in endurance marketing, and with the success stories to back it up, hSE has been at the forefront of endurance sports and health promotion since it was identified as a niche with potential. In fact, by the time most decided to join, hSE was already well down the road. And just like any endurance event, having a head start is a huge advantage.
The endurance marketing landscape is ripe with opportunities for savvy brands to reach out to an active consumer base through traditional and innovative new methods, and hSE is the agency that delivers effective customer activation solutions that connect brands with consumers through their true passions.
To learn more about the impact of The North Face® Endurance Challenge endurance marketing campaign, or to explore endurance marketing avenues for your brand, contact hSE at (214) 451-1900, or by email.
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