.png)
Running Messaging and Positioning Report
Developing messaging and positioning for a product launch or hero franchise can be a hectic balance between the creative team’s vision, the innovation team’s drive to bring the latest technology to life, marketing’s focus on the perfect story, and executives with their own narrative. All the more reason to pause and ask—what do consumers want? We did just that, and the answers are refreshing.
Overview
Part 5 of our Running Report delves into the messaging and brand communications that truly resonate with runners. While creating the perfect running shoe is essential, connecting with consumers through targeted messaging is what drives engagement and, ultimately, purchases. This report reveals which messaging strategies capture runners' attention and align with their values, giving brands a clear path to build loyalty and boost sales.
Key Takeaways
- The Opportunity: While over a quarter of runners fully grasp brands marketing & tech comms around running, there’s still plenty of room for additional clarification and clarity, especially amongst more junior runners.
- Cohort Specific: Gen Z are 26% more likely to say they rarely relate to marketing & tech claims made by running brands.
- What Makes a Difference? Runners are looking for authentic ads that tell a story vs ads that are just to create buzz.
Read the full report to discover what messaging, positioning and advertisements resonate with the running consumer.
Methodology
Part 5 of our Running Report delves into the messaging and brand communications that truly resonate with runners. While creating the perfect running shoe is essential, connecting with consumers through targeted messaging is what drives engagement and, ultimately, purchases. This report reveals which messaging strategies capture runners' attention and align with their values, giving brands a clear path to build loyalty and boost sales.
.png)
