18 Feb Top Five Effective Sportswear Holiday Campaigns
There’s no doubt that the holiday season is crucial for retail brands with several major shopping events being created around the world like Black Friday, Cyber Monday as well as Singles Day and shoppers spending five times higher than they did before — it’s an opportunity not to be missed.
We’re pretty sure you already know this as a retailer yourself. In fact, we can bet that you already have special promos up your sleeve and other campaigns at the ready with Christmas now less than 70 days away. And just like you, every brand out there — from fashion brands to sportswear brands — are preparing to catch every shoppers attention and their wallets. You might’ve opted to stick by the holiday marketing playbook as most brands would have but how do you think you’ll fare against those who have strayed away from the normal?
If you’re searching for inspiration this coming holiday season, then you’ve come to the right post. We curated holiday campaigns from five top activewear brands such as Lululemon, Under Armour, Skechers, New Balance and Nike in hopes of uncovering the unusual route they took. We also took a careful look at the different platforms they utilised and whether they were able to coherently mixed the campaign to their normal strategies.
Lululemon’s Breathe It All In This Holiday
Staying true to its philosophy of leading a purposeful and inspired life, yoga activewear brand Lululemon introduced it’s Breathe It All In campaign during the holiday season of 2017. Aside from promoting its technical apparel as a gift of breathe to loved ones, it also made use of other tools, resources, as well as experiences in helping people harness the ability transform moments with breath. A series of guides in practicing mindfulness to boost one’s energy or create calm in the mind was made available on iTunes and Spotify.
Under Armour’s “It’s What You Put In The Dark That Puts You In The Light”
Being the giant of an athletic brand that it is, Under Armour tries it best to come up with global marketing campaigns based on a central idea that it thinks best fits the brand. And in 2016, it featured several well-known athletes like Manchester United’s Memphis Depay, USA’s Women’s Gymnastics Team, and Michael Phelps alongside longtime brand ambassador Stephen Curry. The tagline “It’s What You Put In The Dark That Puts You In The Light” roots from the idea that in order to hone craft, it has to be done 10,000 hours. Their campaign made the gruel hours preparing for the championship an athlete deserves more fun.
New Balance Gives Back
For the holiday season of 2016, athletic shoe brand New Balance started its ongoing NB Gives Back campaign by encouraging its customers to donate any gently used athletic shoes or extra sportswear to a charity of their own choice. Aside from this, the brand also vowed to make $5 donations to Soles4Souls for every donation shared on Instagram and Twitter under the hashtag #NBGivesBack.
Skechers’ Holiday Fundraiser for California Wildfire Victims
Following the devastating California Wildfires last year, Skechers participated in Giving Tuesdays by donating more than 10,000 items to California residents who lost their homes in the fires alongside NGOs such as Salvation Army. Aside from this, the stylish activewear brand also commenced a fundraiser for the California Community Foundation’s Wildfire Relief Fund during the holiday season.
Nike’s “Time is Precious”
In 2016, Nike launched a massive commercial block across several media platforms starting from TVs, Instagram feeds, Facebook and Twitter timelines. The video campaign takes a slight hit on the fact that a lot of people spend their time binge watching shows and scrolling social media feeds instead giving themselves the gift of healthier activities or time with their families during the holiday season.
A common denominator among all five holiday campaigns is the core idea that there are greater gifts you can give or receive. Lululemon focused on the gift of mindfulness amidst busy weeks, Under Armour highlighted the gift of well-deserved rewards after sacrificing several hours, New Balance and Skechers shared the gift of kindness after devastating circumstances while Nike blessed its customers with the gift of a better lifestyle. Aside from the emotional approach all five fashionable sportswear brands took, they also made use of different social media channels and other platforms in promoting their products and their brands. They went above and beyond offering special promos and discounts by giving back to those who helped them become the great that they are now. By pairing their tangible products with intangible rewards, people felt more satisfied with the purchase that they are making.
Santa’s Little Helpers
If you’ve made the decision to go the extra mile of trying something new for this year’s holiday campaign, why don’t you take one step further and ask for some lending hand from professionals? The beauty of working with marketing firms, aside from helping curate the perfect marketing strategy for Christmas, is that they same people who assisted in developing your new campaign can implement it cohesively. Be it social media management or tweaking your website to fit meet the expectations of the heavy shopping season, they can help you touch lives and make the most out of this season!