“Run Mission”, a sports brand marketing new ideas

2015 Xiamen International Marathon to be held, have been difficult to say that a pure sport, game or competition between manufacturers. An organization called “elite run wild expert group” will participate in the 2015 Xiamen International Marathon. This is a professional sport by sponsoring food brands Kang bit run group, group members are often run amateur marathon runners, and Kang Bite run this group will provide all the sports nutritional support before and after the game.
Like “run wild expert elite group”, as sponsored by the brand running group and a minority. Also at the 2015 Xiamen International Marathon, sponsored by the brand run by the group also includes sponsorship of sports equipment Goldsmiths Goldsmiths run group, sports apparel Xtep sponsored special family run, and even sponsored by automotive supplies Bao Bao Yue Yue run group.
Will run together with the brand, not a marathon to enter China after the emergence of something. In 2006, domestic brand Li Ning set up online communities, “Li Ning iRUN running club”, became the only runners platform; by the end of 2008, the Nike organization running club; in 2009, New Balance running club started; in 2011, Adidas organization “thousands cool running group. ”
Nike has even 2012 in Beijing Sanlitun opened a running-related equipment for sale only running store experience category, and let the staff have received professional training treadmill to provide customers with advice and services.
In 2013, running the sport finally became a national sport, running events collective blowout: National held a total of 39 games all year marathon, the number of entries more than 750,000 people. Various cities also emerged spontaneously run groups of various sizes, such as Chongqing run group, Qingdao night run group.
This year, it is the harvest of the year. According to Nike revealed Nike running equipment has become the largest category of sales in China; only from 2012 to 2013 in the year, New Balance stores in China to expand from 573 to 886, an increase of 54%; once troubled Japanese brand Asics, also rely on running back to the forefront, the data show that sales growth in China this year Asics more than 50%.
Aware of the treadmill as an important marketing tool is not just sports brands, automotive, technology companies want to get a share.
Beijing Hyundai became the main sponsor of the Beijing marathon, the car brand BMW to become Shanghai, Xiamen and Lanzhou Marathon sponsors. Even China Construction Bank, Qingdao Beer, Golden Dragon Bus 2015 Xiamen International Marathon has become a strategic partner in its list of sponsors, as well as Jun Long Life, Casa Imperial, Givenchy and other irrelevant with sports brands.
Why brands love marathon?
Who asked not to be named, marketing experts say, traditional advertising and digital advertising is unable to locate the precise crowd, wasted marketing costs, making changes in the sports brand marketing strategy, will be paid directly into the culture brand product enthusiasts, and even become a fan of the product, by fans for secondary spread of the brand.
Sports products to run deeper involvement activities, such as New Balance business cooperation with IBM, Minsheng Bank, set up dozens of “jogging health curriculum,” Nike is organized once every week Sanlitun night run while some non-sports products mostly adopt shallow way involved as sponsors running events, to find potential customers.
“And as an American middle-class lifestyle jogging in the domestic audience is necessarily high spending power of people.” He said, “This is the value of brands of consumer groups.”