Female sports marketing is undergoing a transformation, spearheaded by figures like Simone Biles. Her popularity has challenged stereotypes and traditional practices, paving the way for new marketing strategies that empower athletes and connect with more diverse and authentic audiences.
Sisterhood Marketing: Empowering Female Athletes in Sports Industry
In 2019, Simone Biles’ split from Nike marked a turning point in sports marketing. The American gymnast demonstrated that athletes have the power to influence major brands and that shared values are crucial for building lasting relationships. By leaving Nike and joining Athleta, Biles not only defended her values but also sparked a discussion about how the sports apparel industry treats female athletes.
Why did Simone Biles choose to leave Nike, one of the most powerful companies in sports? The answer is closely tied to sisterhood marketing. Sisterhood marketing is a strategy that promotes empowerment and solidarity among women through campaigns and content that celebrate and support their achievements and needs, fostering an authentic and positive connection.
This relates to Allyson Felix’s article in The New York Times, where she criticized Nike for penalizing pregnant athletes, including significantly reducing their sponsorships. In response, Nike introduced a new maternity policy committing to not discriminate against athletes who choose to become mothers.
However, this was not enough for Simone Biles, one of the most prominent gymnasts of recent times, to remain sponsored by Nike. Her decision shook other sports apparel brands, which quickly adopted similar maternity policies for their sponsored athletes. In 2020, Simone Biles launched her own sportswear line in collaboration with Athleta, aiming to challenge and celebrate the collective strength of women and girls.
The Power of Collaboration in Sports Marketing
The collaboration between GK Elite and Swarovski during the Paris 2024 Olympics was a stellar example of digital marketing. The Swarovski crystal-adorned leotards worn by the U.S. gymnastics team, including Simone Biles, became a hot topic on social media, generating millions of impressions and boosting the visibility of both brands. This campaign showcases how design, customization, and collaboration can create viral content and enhance brand reach.
Minimalist Marketing: Mercedes-Benz and Simone Biles
Simone Biles recreating the Mercedes-Benz logo is another example of a marketing effort that quickly went viral on the internet, sparking debates about its authenticity. Whether the image was designed by the car brand or a fan of Biles, it has captured public imagination, perfectly blending the gymnast’s elegance with the sophistication of the automotive brand.
The viral nature of this image highlights the power of spontaneous marketing and underscores the potential for an official collaboration between the two parties. Comments like “The Mercedes-Benz campaign with Simone Biles is an example of effective minimalist marketing” reflect the impact of this piece on brand perception.
Biles and Powerade: Prioritizing Mental Well-being
Simone Biles demonstrated unparalleled courage by prioritizing her mental health and stepping back from the Tokyo 2021 Olympics. Powerade, recognizing the importance of this gesture, launched the ‘The Vault’ campaign with the powerful message ‘Pause is Power,’ becoming a crucial ally in promoting emotional well-being in sports. “Powerade’s partners are all athletes, and they have shown that taking a pause is not an act of weakness but rather a powerful move that helps you come back stronger. That’s why we feature their personal stories in this campaign. They took a pause to return even stronger, and this truly resonates with our tribe and the people we connect with,” said Matrona Filippou, Global President of Hydration, Sports, Coffee, and Tea at Coca-Cola.
From Simone Biles to Your Brand: Strategies to Connect with Audiences
Simone Biles’ personal brand goes beyond her athletic achievements. Her success as a brand ambassador illustrates how understanding your audience and crafting relevant messages can make a brand strategy effective. This highlights the need to tailor campaigns to what truly resonates with your audience. Her actions demonstrate that a strong reputation is built on the consistency between what is said and what is done. At Mijo, we believe every brand is unique. Want your brand to truly resonate? Share your story with us! Together, we’ll design personalized strategies to connect with your audience and achieve lasting impact.
