Marketing to the Athlete

As a runner and marketing professional, I've found the launch of Under Armour's new running shoe line interesting. Their Athletes Run campaign highlights the opportunity for differentiation in the sports industry.

The New York City Marathon features sum 40,000 runners. These 40,000 include seasoned professional elites through to fitness buffs that decided to take their training to the next level. Within one race, as part of one sport, there exists an array of athletes, consumers, stories, etc. That is where opportunity exists.

In an industry dominated by the Nike's, Reebok's and New Balance's of the world, Under Armour has managed to grow quickly and on a global level. Such growth, amidst mature competition, reflects the opportunity that exists in the sports marketing frontier.

As Under Armour tries to sell running shoes to "Athletes that run," they are avoiding "Runners who run." And why not? New Balance has a clear image that identifies with the passionate runner through its LOVE/hate campaign. Nike appeals to the aggressive competitor with professional sponsorships. Each of those two 'runners' are different consumers. One buys to feed the love of running, the other to improve their ability to use running as a catalyst for achievement.

Under Armour has followed a trend of marketing to the athlete based on their relationship with sport, not the sport itself. The aches and pains of running are felt by all those who attempt it. The response to such pain differs between athlete types, such as the "Athlete who runs."

Sporting goods is a mature industry. That being said, opportunity lies in the fact that athletes within any given sport differ from each other. Marketing to "athlete types" permits differentiation, something the sports marketer should take joy in.