We are still in the infancy…no pun intended…of the growth of athletes who happen to be women being fully accepted, championed, and mainstreamed into the media and the brand activation side of sports. Data is growing, coverage is increasing, numbers are rising, crossover is expanding, but we still take steps forward in slow but important doses. Away from sports, the “she-conomy” continues to boom.
Women predominately control the purchasing decisions in their household, with 78% identifying as their family’s primary shopper, according to a recent consumer report. Its growing, the opportunities are rising especially around Name Image and Likeness and social activation, but we are still getting sucked back into men vs women vs a homogenous approach to activation and storytelling. One place that has been lacking…taboo even…is in women’s health and wellness, but there too things have continued to see an uptick on the brand activation side, and the Olympics always bring a rush of new innovative activation and innovation. Case in point is the work is the work world champion and Olympian Allyson Felix has done in recent years, and been celebrated for, in and around the challenges that new mothers have in sport.
So here is a first worth noting as we head to Paris..a unique brand activation that speaks directly to Felix’s work, but more importantly sets a stage for large scale events where yes…mothers…are competing. Procter and Gamble brand Pampers, will host the first-ever Olympic Village nursery for parent athletes and their babies during Paris 2024.
Recently we have seen more and more movement on the equipment and apparel side to make sure that, given the physical differences between athletes who are men and athletes who are women, that every factor is taken
The opportunity was clear but maybe complex…how to make it easier for parents, especially young parents…who were taking on the challenge of competing at the Olympics to stay as a family unit while training and dealing with all the issues and opportunities that arise. P and G, with Pampers, listened and found a way to address the needs in a first-ever…and something which maybe can be replicated for those ‘road athletes’ like athletics, golf and tennis and others going forward. Maybe it may seem self-evident to solve such an issue, but it was not, until a brand with a deep investment found its way to support, build affinity tied to its core product and work with the stakeholders to deliver…again no pun intended.
Thought placed, issue solved, goodwill built. A gold medal effort for a brand, and another unique POV investment for women…and families…where there was a gaping hold before.
Women’s Sports and The Collectable Space…Can the ’99ers Break The Ice?