Sport Brands Snow Strategy: Big 3 Adopt Divergent ‘Winter Range’ Approaches

Winter is now firmly established as another key seasonal battleground in the ongoing marketing war between the big three sportswear brands. Interestingly, whilst they all use athlete ambassadors in their attempts to enable/encourage exercise through the snow and ice (and push their own winter ranges), each adopts a very different (and somewhat surprising) strategy. Nike’s ‘Choose Your Winter’ campaign is unusually fronted by comedian Chris O’Dowd – who adds a new, humorous twist to its usual strident, motivational approach that seems to build further on Nike’s previous and rather wry Bradley Cooper voiced ‘Possibilities’ work. Adidas’ #OpenAllWinter, on the other hand, is essentially a consumer snapshot social sharing initiative incentivised by prizes and fronted by some (Red Bull style) edgy, daredevil extreme snow sport stunts. While Under Armour’s ‘Winter Challenge’ is a participatory Strava-style programme, running in partnership with mobile app MapMyRun, that provides a ‘gear up and get out’ winter motivational platform for compeitive self-improvement.
 

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