She Says UK - Women and Sport Marketing

Winning Women

#winningwomen @shesaysuk

Thursday, 20 September 12

Women & Sports Apparel

@[email protected]


Default

We all operate in a default mode of sport = men’s sport.


We are all male

Even as women working in sports marketing we are trained to compete with men, and therefore to think and operate like men at work.


3 kinds of sports marketing “aimed at

women”


1. Entertainment for male readers


2. Assuming women are the same as men


AKA: “If the best athlete

uses it, women will want to be like her.”


Why doesn’t this work?

(Beyond not recognising her)

“I don’t want to look too sporty”


Particularly in the UK, the media has pitted athleticism and

femininity against each other.

Women are expected to choose.

The media likes women to be simple.


So we try to meet the stereotype, and then beat

ourselves up about it when we don’t seem to fit.


3. The empowered woman


Too bad she’s usually alone...


Women are like a foreign market


Women really don’t care much about the

technical features of a product...


She just wants to know what a product does

for her.


The biggest competition is ourselves.


Achievement is rarely about being the best.


If we do it together, it’s that much better.


Yes, women want to be attractive... but not as

you’d expect


Something strange is happening in fashion


It’s not about sexy...

It’s about sisterhood


From:

“I wish I could be her...”


To:

“I wish I was friends with them...”



http://www.youtube.com/watch?v=yvxvMewK7fg

http://www.youtube.com/watch?v=yvxvMewK7fg

And because of social media, it kind of feels

like you are...


But let’s focus on sport again...


What’s the real opportunity for sport

brands?


Really understand what sport brings to her life


Sport is a reflection of how she sees herself,

how she sees the world


Confidence and friendship go hand in

hand


Permission to strive

A precedent to not shirk from success

Freedom to look sillyThursday, 20 September 12

http://www.youtube.com/watch?v=Mzp-D3cv9nM




Thank you, now let’s change the game...

@[email protected]


She Says UK - Women and Sport Marketing

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Transcript of She Says UK - Women and Sport Marketing