Can you think of a few good case studies from the sports industry?
Here, for example, Asics with the Frontrunners comes to my mind. The exciting thing about this is that, for the Frontrunner team, Asics looked for people from the most diverse performance ranges. Professionals, semi-professionals and normal amateur athletes are included in this. These then produce athlete profiles and blog articles.
There, very specific tips are given and stories are told, for example, for everyone who wishes to take part in a marathon, but also for amateur athletes one of the frontrunners might simply present a sneaker. The address given here will then be very different from the one given to the potential purchasers of the items that are geared towards more experienced athletes.
Therefore, Asics can speak to different target groups very well through its own channels, using different influencers.
Another very successful venture was the fitness app Freeletics. This one has also benefitted very strongly from the self-representation of some fitness fans: Someone has been training and then wishes to share this with friends. The Freeletics topic was already a very big one on Instagram, through Freeletics trainers the topic became even more widespread. These trainers give tips and get very quickly many followers and also a lot of attention for the app and the product.