The Brand Value of Running

Brands across Asia could be capitalizing off the region's new fitness fad.

Picture a girl with a manicure, a girl who would prefer to don a dress over a pair of running shorts, and someone who (used to) wince every time she had to take the stairs, rather than the elevator.

That girl is my girlfriend.

So, you can imagine my surprise one day, when she took me to a Hong Kong sports store to help her pick out some new running gear – including all the latest gadgets and the hippest apparel.

Why the sudden change of heart? And, that’s when it dawned on me – I’ve overlooked the changes running has undergone with the help of becoming more social…Not just in Hong Kong, but around the region as well.

So let’s take a look at how social media has turned running into the latest trend and, in turn, brought more opportunities for brands.

1. The Emergence of Social Media, and the Emergence of Running.

With the popularity of Facebook and other social platforms, elite runners now have greater exposure. The bigger fan base coupled with an inside look into the running world captivates more and more people to join the sport.

2. Running Is Shareable.

Social networking has become a vital part of almost everybody’s lives. Who can dare say they can go an hour without checking their Facebook, Instagram, or Twitter accounts? I know I can’t. And it won’t come as a surprise if you happen to see pictures of running routes and status updates about “not sweating it” when you browse your newsfeed. Because every day, hundreds of runners post their latest run time and distances on social media platforms and tagging it with the relevant hashtags.

People post “running inspiration” photos showing fit-looking runners with motivational quotes on Pinterest or Instagram.

By giving the slow poke to the weekend warrior to the running elite a shareable space to spread the good running word, social networking is continuing the growth and trend of this sport.

3. A “Cool” Sport Deserves Cool Social Gadgets.

As new gadgets and running apps hit the market, we knew, then and there, the running world would be changed forever. Innovation has made staying fit a trend.

The gamification of running has made the sport more fun for you, more fun for me, and, simply put, more fun for all.

Social features, like trophies, have given people an intrinsic reward to keep moving.

Pair that with features that link you with friends and loved ones to allow you to compete against each other in real time and compare results has made what used to be a monotonous individual sport a hot team activity.

What Does This Mean for Brands?

Social media has taken running to new places, which means more opportunities for brands to engage with people. For brands, social media provided a real-time channel to engage with people.

During the 2008 Beijing Olympics, Liu Xiang had a race injury and Nike instantly updated its profile to support him. Endorsing the Chinese “Michael Jordan” was a great move for the brand – a simple piece of social content, but with an attitude and an edge that really resonated with runners and non-runners alike in China.

The “shareability” of sport also means there are more brand ambassadors than ever could have been imagined.

For example, the introduction of Nike+ Fuelband lets everyone share their run. Every time the average Joe runs, he or she helps promote Nike as well – amplifying its awareness.

Today, brands can leverage an everyday person’s network to entice new fans – instead of just relying on key influencers.

Finally, marketers can benefit from the data amassed from these digital innovations.

Marketers can now get a better picture of each individual runner and provide personalized content or information. Instead of pushing branded content, brands can now pull people in with highly relevant information.

Image via Shutterstock.

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