As the Olympics approach, storylines will begin to emerge; common ones include how many medals an athlete won in past games, how a dominant country looks to take home more hardware in an event, and often how an athlete is a second (or third) generation Olympian. The storylines of the Olympics can be as compelling as the actual competitions are. This year, during the Olympic trials, a new storyline emerged when 35 athletes showed up to the track and field trials in all-black, unbranded outfits. As it turns out, this is the work of the New York-based running brand Bandit Running, called the Unbranded Project. This initiative is a shining example of how effective marketing strategies can elevate individual athletes and entire communities. The main takeaway? A rising tide lifts all boats.
What is the Unbranded Project?
The Unbranded Project has used social media to increase visibility for sub-elite athletes. Typically, prominent name athletes are signed with major brands and will have those logos all over their outfits and shoes. However, these sub-elite athletes who have yet to be discovered have to wear something to compete in, so incidentally, they end up promoting these large brands. If they win, they might get a sponsorship. Still, the upfront cost to these athletes is significant. Because of this, the pool of athletes competing is thinned. Through the Unbranded Project, Bandit Running is working to help those athletes compete. However, we believe this marketing effort was not wholly altruistic, as the project has brought much attention to the small company.
The Power of Marketing
Bandit Running has attracted significant media attention by sharing engaging content that resonates with fans. Storytelling plays a crucial role in connecting audiences emotionally with the athletes’ journeys. The compelling narratives around these athletes highlight their struggles and triumphs and draw in a broader audience, promoting a deeper connection with the sport.
Crafting and sharing athletes’ personal stories has proven to be a powerful tool for engagement. These narratives make the athletes relatable, encouraging the audience to root for their continued success. We’re sure you’ve heard this a million times, but it’s not just about the competition; it’s about the journey. The dedication and passion of these athletes resonate with fans. It is by telling their stories that people begin to see themselves in the athletes, and everyone dreams of seeing themselves win.
Benefits of Increased Athlete Participation
Supporting more athletes naturally leads to higher levels of competition. When more athletes have the resources to train and compete, the overall quality of the events improves. Fans benefit from more exciting and unpredictable outcomes, making the sport even more thrilling. The Unbranded Project has elevated competition at the U.S. Olympic Trials by showcasing diverse talents. By helping bring mostly unknown athletes into the spotlight, the project creates opportunities for them to secure traditional sponsorships and gain recognition. This increased visibility also adds to the diversity of the pool of celebrated athletes, again enriching the sport through promoting growth and engagement.
The success of this marketing initiative reminds me of Jamaica’s open sprinting competitions for young athletes, officially called the Inter-Secondary Schools Sports Association Boys and Girls Athletics Championship, which is easily accessible to aspiring sprinters in the nation from a young age, allowing the best talent to emerge. Accessibility encourages widespread participation and training, helping elevate the overall competition standard, and is commonly considered the reason Jamaica is a sprinting powerhouse. By allowing talented athletes to compete, Jamaica has developed a pool of highly competitive sprinters who perform exceptionally well on the global stage. This has led to worldwide success and a robust competitive spirit among young athletes, exemplified by stars like Usain Bolt and Shelly-Ann Fraser-Pryce.
The Unbranded Project and Jamaica’s sprinting competitions highlight the importance of inclusive opportunities. Effective marketing in both scenarios helps to showcase and support emerging talent, leading to broader benefits for the sport and community. The increased visibility and support for athletes encourage greater participation and elevate the overall standard of competition.
Marketing Parallels for Small and Medium Businesses
Small businesses can learn a lot from the Unbranded Project’s playbook. Strategies like building on their online presence and leveraging digital marketing can help them compete with larger corporations. Tailored marketing efforts highlighting unique business strengths are essential for standing out in a crowded market. Engaging local communities through personalized marketing can create loyal customer bases. Businesses can build strong brands that resonate with their audiences by fostering genuine connections.
Creativity and authenticity are essential in marketing, especially for businesses with limited budgets. Businesses can support local events and programs by sponsoring and partnering with them. Highlighting and supporting local talent and initiatives through marketing boosts visibility and strengthens the community. Additionally, working with local news outlets to promote innovative items, cultural celebrations, and how that business supports the community can pay dividends down the road.
Conclusion
The Unbranded Project is a testament to the power of strategic marketing. Elevating sub-elite athletes demonstrates how marketing can benefit individuals and communities alike. Social media, SEO, and content marketing are powerful tools for reaching and engaging various audiences. Supporting local initiatives and leveraging digital marketing can create a more inclusive and competitive environment.
Next time you’re trying to figure out how your business can make more of a splash, contact us to see how we can help you move forward…. And of course, Go Team USA!
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