The Olympic Games Paris 2024 are here, and with them comes a surge of excitement and enthusiasm for sports worldwide. Historically, the Olympics have inspired an uptick in sports participation, with Sport England reporting that the number of British adults playing sports at least once a week increased by 750,000 in the year of the London 2012 Olympics.
As athletes from across the globe continue to showcase their athletic prowess on the big stage, millions will be motivated to lace up their trainers and hit the track, trail, or road. As a result, the Olympics are a golden period for sports brands to engage audiences and attract new customers.
The Running Boom
When looking at the different sports represented at the Olympics, the running category has experienced a significant boom over recent years. Driven by limited access to gyms and group sports, running gained significant popularity during – and in the years that followed – the pandemic. During this period, the fitness tracking app Strava saw its user base surge from 42 million in 2019 to 120 million in 2023.
In cities like Berlin, London, and Los Angeles, run clubs have become a cultural staple amongst those aged 25-35. This rise in popularity isn’t just about fitness; it’s about creating social connections and support networks in a world that often feels increasingly disconnected, with tight-knit communities being fostered amongst participants.
ON Running and Hoka vs. the Giants
The running renaissance has paved the way for challenger brands like On Running and Hoka to disrupt the market, traditionally dominated by giants like Adidas and Nike. These new entrants have leveraged the running boom by offering products that are more accessible and affordable, breaking down barriers to entry for newcomers. With this in mind, On Running cleverly capitalised on the running club trend with targeted campaigns, such as its ‘Run for each other’ advert, which celebrates the transformative power of team spirit and camaraderie.
On Running and Hoka have simplified choices for runners, focusing on comfort, performance, and affordability. This approach has resonated with a diverse audience, from seasoned marathoners to casual joggers. The emphasis on making running accessible for everyone has helped these brands steal market share from the big hitters, with GlobalData reporting that Adidas and Nike’s market share fell in the years 2019-2022, whilst On Running and Hoka both increased.
This shift highlights the need for established brands to continually evolve in a saturated marketplace. However, Nike has resolutely maintained its ‘elite’ stance with their latest campaign, ‘Winning isn’t for everyone,’ launched ahead of the Paris 2024 Olympics. Contrary to the community-focused approach of the On Running advert mentioned above, Nike has chosen to emphasise a competitive, individualistic narrative. The campaign underscores the necessity of having superior equipment and an unparalleled work ethic to achieve excellence, opposing the communal theme entirely.
The contrast in these two approaches shows that the landscape of sports marketing is evolving, and there’s never been a more exciting time to be a part of it. Whether yours is a challenger brand looking to make its mark, or an established name aiming to innovate, now is the time to act.
Want to find out how your brand can leverage the excitement of the Olympics and sports trends? Get in touch at hello@hatch.group to see how we can help you stand out in this dynamic market.
