Article - Branded Sports Equipment | XCO Group
05 Mar 2019
Using Branded Sports Equipment to Become Part of the Customer Lifestyle
Often, when we see things for sale online on forums, such as Gumtree, OLX, or Facebook pages, we immediately notice the brand name being displayed. Saying “mountain bike for sale” means very little to most people, but when it states “XXXX brand mountain bike for sale” it creates interest. Why is this? It is because we are used to investing in sports equipment that is manufactured by reliable brands that we are familiar with!
Would you rather buy an unknown brand of cricket bat than a brand that you do know? Of course not! Well, it could depend on the price, but you will always wonder whether the new, unknown brands of sports equipment can stand up and perform as well as a well-known brand of sports equipment! And more than often, you may be disappointed that you did not spend the extra Rands for a well-known and reputable brand instead.
Fitness brands are no longer just part of the sports industry. They are creating a major shift into lifestyle purchases, because they are able to create good looking and comfortable clothing that shifts the consciousness towards sports equipment of the same brand. Not only do they market branded leisure and sports apparel, but they are creating a consciousness of fitness and health, and this even further markets the brands and sports equipment they sell, and at the same time, they encourage their target markets to become more activity-oriented, so that they will invest more money in their sports equipment.
The advertising and marketing campaigns are all directed at motivating customers to become healthier and fitter, while still investing in the most comfortable and functional sports apparel and sports equipment. It is all about invoking emotion and connection with the brand. Experts in the sports apparel industry are of the opinion that it is important to create a connection with a specific brand, because there are so many on the market. It requires a constant injection of investment, new innovations, more talent, and even more inspiration.
Sport is no longer just sport. It is a way of bringing lifestyle and sports equipment together. Branded sports equipment and clothing is no longer only the domain of the gifted and professional sportsperson. It is now an everyday part of the lifestyle of more people than ever before. Years ago, it was unfashionable to be seen at the supermarket wearing sweat pants and a branded top, but now, it is almost a status symbol that shows the world that you are interested in health and exercise. Not many people are reticent to appear in public in sweat pants anymore, and the branding of sports equipment and apparel has everything to do with it.
When you market your sports equipment and clothing, your main aim is to encourage an emotional bond between the brand and the customer. Even technology is following suit. There are many different types of watches, applications, smart phone technologies, and other tech-based equipment out there that are not only functional, but also display the image of a health-oriented individual. It is even possible to download exercise stats onto social media platforms in order to gain encouragement, praise and validation through feedback.
If you are thinking about tying your particular brand to sports equipment, there is no better time than now. People notice more brands because more people are focused on fitness and sports equipment now than ever before. If you want to know how to leverage your sports equipment in the market with effective branding, speak to our creative team at XCO group, and we will be happy to help!