How has sports advertising changed from the 80s to today? Brands play by new rules

Video advertising is the basis of the marketing strategy of many modern sports giants. It is not uncommon for the budget of a single video to be comparable to the cost of producing a full-length movie. But this was not always the case.

Pioneers of sports advertising

In 1889, the first safe model replaced the high-wheeled bicycle, which required certain skills to ride. It was then that bicycle companies Columbia and Victor began to actively promote their products to the masses. The first bicycle advertisements described the mechanical aspects and construction of the vehicle in skimpy colors.

However, when the bicycle craze reached a new level, the emphasis in advertising changed – dry images and descriptions of mechanisms gave way to cute girls on bicycles and flirtatious appeals.

Then the first experience of attracting brand ambassadors appeared: companies invited famous artists to create advertising images. For example, drawings for Victor bicycle advertising posters were written by the famous artist William Bradley.

The cult of the body in advertising of the 80s and 90s

A wave of aerobics takes over the world, and the first video ads appear in a format close to the modern one. Sports brands emphasize the perfect trim body, and equipment becomes an attribute of dream forms.

In 1988, a truly historic event for the world of sports advertising takes place: the first Nike video with the legendary slogan Just do it is released on TV screens. The main character of the video is not a young man with perfect forms, but an 80-year-old runner crossing the Golden Gate Bridge. In the video, Grandpa brags that he runs at least 17 miles every morning. And to avoid knocking his teeth while running in the winter – he leaves his teeth on his nightstand.

Thus begins a new era for Nike. The company’s sales grew 30 percent that year, and by 1990, profits had doubled. The advertising worked, and the phrase Just do it turned into the still successful motto of the brand.

Despite the introduction of new characters, the hallmark of this period in sports marketing is the subject matter of the promotion itself. Emphasis is placed on goods for athletes – the biggest campaigns brands deployed in support of shoes for soccer players and runners, leaving out ordinary residents of the metropolis.

In the 1990s, marketers emphasized the technological advantages of materials and innovations in production. The idea that sport is accessible to everyone is reinforced in brand communications. Now the main task is to prove to the consumer that an ideal body is not a pass to the world of sport, but a consequence of being in it. Brands choose complex characters who overcome challenges to achieve their goals.

A new age of sports advertising

The 2000s are the peak of the dawn of television and gadgets, which means a new stage in recognizing new freedoms. It is increasingly difficult for sports brands to define their target audience – sport no longer has age, gender and grades, sport is taking to the streets. Advertising is finally shifting away from professional sports in favor of everyday lifestyles.

In the 2010s, society demanded new stories and characters. Sports commercials gave a voice to everyday people and the stories of their victories. Now sportswear and footwear becomes not only a tool to achieve a goal, but also helps to express oneself.

It is worth saying that during this period, sports style begins to be integrated into fashion at all levels – sports collections appear both at mass-market and luxury representatives. High fashion meets sports brands, with collections of Dior x Air Jordan, adidas x Prada, Gucci x The North Face, Reebok x Maison Margiela.