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Using Athletic Imagery for Engaging Ad Strategies and How Your Brand Can Benefit

Jamie Danielle Munro
August 9th, 2012

Related Trend Reports

Fashion, Health, Hip Fashion, Lifestyle, Marketing, Print, Sports
In order for marketers to create engaging ad strategies, it is crucial that they are aware of the cultural needs of the target demographic. In Western society, the need to be socially accepted is a pressing matter for many consumers, and an attractive physical appearance can increase one's chance of being warmly received by others. Those with a higher body mass index find it harder to gain the acceptance of peers than those on the thinner side, especially for women. Much of this has to do with the predominant media images in Western culture, most of which feature slender figures as the ideal look.

With controversy in the modeling world over women becoming overly thin, brands must be extremely aware of what body types and images they choose to feature in their marketing tactics. Engaging ad strategies must tap into the desires of the audience, and if the skin-and-bones look is out, what's the best alternative? Increasingly over the last few years, athletic imagery has pushed its way into fashion magazines and even food advertisements, causing many to reevaluate their own health and physical well-being.

Trend Hunter has seen an array of athletic-focused advertisements, since coining the term Athleticouture. Here, marketers fuse sports-related looks with high fashion to create promotions that associate looking good with being healthy. The 2010 Jean Paul Gaultier line used boxing accessories to give the collection a sporty look. Vogue Korea has also gone for this athletic apparel, featuring models wearing football-themed attire. Both fashion editorials exude elements of tenacity and control, as each product is associated with these various athletic sports. This tactic imbues the clothing with the same sort of values, and helps these brands elevate themselves to a standard of excellence.

As seen in our Marketing Trend Report, in order to create engaging ad strategies, marketers must be aware of these cultural changes and what body images are becoming more desired and acceptable. With 2012 being the year of the Olympics, many consumers are exposed to individuals in peak physical form. Incorporating these athletic images into brand strategy is a great way to capitalize on this appeal, and sell various products.