Even the couch potatoes amongst us can agree that sports participation is good for body and soul. And amidst a background of growing obesity levels, and a post-Covid mental health crisis participation in sport is even more important for Gen A. Sport England’s annual Active Lives Survey reports that in the 2022-23 academic year less than half (47%) of children and young people (3.5 million) were meeting the Chief Medical Officers’ guidelines of taking part in sport and physical activity for an average of 60 minutes or more every day.
Our research consistently indicates that Gen Alpha are brand intelligent – appreciating brands for their intrinsic benefits as well as the practical aspects and sports brands are increasingly hitting the right note when it comes to driving participation in sport.
Lose the Barriers to Entry and Just Do It
It’s no surprise that Nike tops the charts in Beano Brain’s Top 100 Coolest Brands as the coolest sports brand in both the UK & US. The brand is seen as cool by both boys and girls across the age range. Nike is THE cultural uniform for kids and teens. Everyone they know owns something from Nike and there’s an instant recognisability of the Nike fit and, of course, the famous Nike tick, increasing a sense of ubiquity and popularity.
But where Nike stands out is in its accessibility and inclusivity. Adidas is the second coolest sports brand but ranks way below its competitor.
The difference between them? Simply the difference between Just Do It and Impossible Is Nothing. Nike provides kids with an accessible, cool way to ‘fit in with the crowd’ - it’s not about the elite sportsperson, anyone can “do it”. This clear brand position gives Nike clear salience whilst easily being seen as a “brand for me” by all kids however they want to move.
Specific language and elite sports terminology instantly alienates and sometimes sport can be too focussed on achievement rather than participation for the sheer enjoyment of it. We are increasingly aware of the importance of play (Oxford Dictionary definition: engage in activity for enjoyment and recreation rather than a serious or practical purpose). Yet with sport there is often a purpose drilled in, whether it’s winning, keeping fit etc.
According to our Beano Brain omnibus, 42% of kids would choose to ride a bike vs 37% choosing to play a team sport so maybe by lowering the barriers and increasing the fun, sport can appeal to a generation who are brand aware and brand conversant and brands can capture hearts and minds, creating fans for life.
If you’d like to know more please get in touch.