SPORTS FASHION AND GENERATION Z Brands, and Trnds A LINKFLUENCE MARKETING INTELLIGENCE REPORT 1 SOCIAL INSIGHTS FOR GLOBAL BRANDS This report was produced by the Insights Team at 4 014 PART 1: BRAND EQUITY TRACKING 070 PART 2: TRIBES AND INFLUENCERS 132 PART 3: MACRO TRENDS 144 HOW THIS REPORT WAS CREATED 5 You miss 100% of the shots you don’t take. Wayne Gretzky tim-mossholder 6 THERE’S NO OPPORTUNITY WITHOUT INSIGHT The global sports fashion market is expected to reach $567 billion by 2024, with a annual growth rate of 7%.* Despite this huge opportunity, many of today’s sports fashion brands will no longer be market leaders in 10 years, due to a failure to embrace digital transformation.** Since research is the basis for marketing intelligence, social intelligence is the springboard for digital change, providing the speed and insight to continue winning in a digital future. *MarketWatch, August 2017. **Harvard Business Review, July 2017. 7 anderson-w-rangel WHO WILL SHAPE THE SPORTS FASHION INDUSTRY OF TOMORROW? 8 GEN Z is the voice of the future. 13-24 YEARS OLD FLUENT IN DIGITAL SOCIAL NATIVES Born between the mid-90’s and early 2000’s, Generation Z is the demographic cohort after The Millennials, and set the pace for future trends. 9 #tween #tweenmodel #activewear #activewearfashion #portrait #athleisurestyle #streetwear #sneakers #style #soundcloudrapper #nikewomen #athleisure #sporstwear #soundcloudmusic #soundcloud #smile #smiley #womenswear #curvygirlsrock #curvygirlfashion #skateboard #pennyboard #vsvp #vans #hypebae #sneakers #trainers #sneakeraddicts #fashion #photooftheday #fashioninsta #sneakerhead #fashionstyle #mensstyle #ootdmen #hypebae #nike #sneakers 1010 IN 2019, PEOPLE SHARED MILLIONS OF THOUGHTS AND EXPERIENCES, EACH POST DRIVING ASPIRATION, PURCHASE, IDENTITY, AND ADVOCACY What is POSTS ABOUT SPORTS FASHION #streetwear #sportswear #activewear #leisurewear #sneakers 110M …. From September 2018 to August 2019 • Retweets excluded In English, Chinese, Japanese, and Korean • Geolocated in the US, UK, China, Japan, and Korea 11 WHICH BRANDS DO GEN Z TALK ABOUT THE MOST? SPORTSWEAR ACTIVEWEAR STREETWEAR BRANDS BRANDS BRANDS 1212 LUXURY FAST FASHION STREETWEAR OUTDOOR BRANDS BRANDS* BRANDS * Other brands discussed in the context of sportswear 13 CONSUMER VOICES CREATE NOT ONLY A TSUNAMI OF TRUSTED MEDIA 110M posts about sport fashion 23M posts about brands +50 B impressions 14 BUT AN OCEAN OF RELIABLE INTELLIGENCE WHAT’S DRIVING BRAND AFFINITY? How are brands percieved, BRAND EQUITY what’s driving perception, tracking and who’s leading? WHO ARE THE GEN Z TRIBES? Who are the most influencial social segments TRIBES based on these beliefs? analysis WHAT DRIVES GEN Z TO ACT? What are the major trends being created TREND by these brands and tribes? detection 15 16 Part One: HOW ARE BRANDS PERCIEVED, WHAT’S DRIVING PERCEPTION, AND WHO’S LEADING? Brand equity tracking 17 WHEN GENERATION Z THINKS SPORT FASHION, THEIR CONVERSATIONS ARE SHAPED BY FOUR MAIN DRIVERS Dream higher Express with sport your style A brand with sport legitimacy A brand with stylish, cool & iconic products Stand out with Perform with the your values best materials A brand with purpose A brand with technical & comfortable products 18 TOTAL VOLUME OF POSTS BY GEN Z ABOUT SPORTS FASHION FOR THE MOST MENTIONED BRANDS 4 5 1 2 3 CONVERSE NIKE ADIDAS VANS PUMA 31K posts 347K posts 188K posts 71K posts 58K posts 7 8 9 10 6 THE NORTH FACE FILA SUPREME OFF-WHITE UNDER 12K posts 25K posts 15K posts 14K posts ARMOUR 14K posts 19 EACH BRAND’S PERFORMANCE IS A FACTOR OF ITS DESIRABILITY, PROXIMITY AND RELEVANCE Desirability Proximity How favorably is the brand discussed, How engaging and engaged is the brand and how much desire do people express with its audience, and does it incite for the brand? people to share? Relevance Is the brand perception relevant to the conversations that are driving interest for the category as a whole? 20 OF THE MOST DISCUSSED BRANDS, WHICH ONES WERE MOST ASSOCIATED WITH THE FOUR CONVERSATION DRIVERS? D FILA SUPREME OFF-WHITE UNDER AMOUR THE NORTH FACE PUMA ADIDAS CONVERSE VANS NIKE P Desirability Proximity Relevance Based on the brand’s Based on the brand’s Based on the brand’s total penetration of posts engagement ratio of posts, mentions matching the four expressing love, reposts, comments, Gen Z drivers appropriation, and and shares recommendation (Bubble Size) Volume of posts mentioning the 4 drivers - from September 2018 to August 2019 - in English & Chinese - geolocated in the US, UK, & China. 21 FOR EACH PERCEPTION DRIVER, WE EXAMINE 1 HOW BRANDS PERFORM OVERALL 2 WHAT BRANDS SAY, AND 3 WHAT PEOPLE SAY 2222 1 DPR 2 BRAND ACTIVATION 3 UGC 23 kate-trysh 24 Perception Driver: 1 Dream higher with Sports DIMENSIONS Workout, Wellness 2525 DPR ACTIVEWEAR BRANDS ARE THE STRONGEST PERFORMERS IN THE ‘DREAM HIGHER WITH SPORTS’ DRIVER 26 D ALO YOGA LULULEMON FABLETICS PUMA NIKE VANS ADIDAS P Desirability Proximity Relevance Based on the brand’s Based on the brand’s Based on the brand’s total penetration of posts engagement ratio of posts, mentions matching the four expressing love, reposts, comments, Gen Z drivers appropriation, and and shares recommendation (Bubble Size) 27 28 BRAND ACTIVATION NIKE EMPOWERED WOMEN IN SPORTS DURING THE WOMEN’S WORLD CUP Yoon Ahn’s Nike x Magee celebrates AMBUSH® jersey the ground-breaking shines a spotlight on U.S. Women’s National the diversity and culture teams of the late ‘90s that is celebrated on the with a match-ready Nike international tournament Stadium jersey featuring stage. the USA federation crest. Grazia July, 2019 Serre presents a slender, The Nike x Koché jersey articulated jersey explores fabric, color and designed to be worn over cut to produce an elegant a printed body suit. asymmetry. It’s these values that are driving the sales.“ 1 29 BRAND ACTIVATION LULULEMON CREATES ASSOCIATIONS WITH WELLNESS, THROUGH A SPECIAL SPONSORSHIP OF A DREAMY YOGA RETREAT IN MALIBU 30 #yogaretreat2019 One of the coolest things about this experience was the attention to detail. We had two Instagram yoga sessions each day and at almost each one there was something special and unique. One of those special talents was Kevin Paris. He has an incredible voice and is so talented on the guitar. He made getting through challenging poses that much easier. My Style Vita 2 31 UGC A GLOBAL WELLNESS APPROACH THAT MATTERS TO GEN Z I am someone that really struggles to wind down and just chill and I think a lot of people can one of the most important things we, as humans, really relate to this nowadays. Something that I have worked into my workout/self care schedule is yoga at It’s amazing how by simply least once a week. This has made a huge difference in surrounding yourself with good people, treating yourself with kindness & taking care of your body can #mindful #eatwell #workout #motivation #yogagirl #athleticwear #lululemon #nike #sunday #healthymind #calm #mindfulness #lululemon #loveyourself […] #yogainspiration #yogaeverydamnday #heart #body and this whole journey is very mentally and physically challenging so to remind yourself of the #saturday #morningmotivation #athleta little things is extremely important and helpful. #longlimbs #girlswholift #gym #cardio #bikini @lululemon @zaful @adidasoriginals 32 BruceMars 33 Elijah O’Donnell 34 UGC HOWEVER, THEIR #1 TOPIC OF DISCUSSION IS STILL WORKOUT #bossbabe #cute #haha #photography #booty Brought Hamburgs great weather to LA with #bootymedown #art #nike #strong #female #haha me anyone else on holiday? Stay tuned for some great #me #work #travel #exercise #beach Working on being the best version of me, at the EVERYDAY can’t wait to start a new week tomorrow. moment and just literally going in and doing whatever wrk. gym. me. das what I need. I feel like without any pressure to have a training split~ […] deets: @nikesportswear shorts & @lululemonuk #blessedprotein #daisyb shorts with @sauconyuk trainers #dayinmylife #airforce1s #nike #hearteyes #inspiration #motivation 35 UGC IN CHINA, GEN Z WOMEN PURSUE SIMILAR WORKOUTS #yoga #running #outdoor #jogging in Beijing(…) however, spring here is always short. I went outside for a to refresh my brain The best thing yoga has with some fresh air, which taught me is “BREATHE” is another kind of outdoor sports(…) Pants and Shoes: adidas TERREX Top: adidas ZNE STORM Bag: Chanel Attended a party at puma and Love the feelings of the sports spirit never sweating a lot after stopped. Today, have you . Working out exercised yet? makes me feel so alive. 36 katherine-gu 37 melody-jacob 38 Perception Driver: 2 DIMENSIONS Fashion, Urban & Pop Culture 39 DPR LUXURY STREETWEAR BRANDS ARE THE STRONGEST PERFORMERS IN THE ‘DREAM HIGHER WITH SPORT’ DRIVER 40 D CONVERSE SUPREME OFF-WHITE PUMA VANS BAPE ADIDAS NIKE P Desirability Proximity Relevance Based on the brand’s Based on the brand’s Based on the brand’s total penetration of posts engagement ratio of posts, mentions matching the four expressing love, reposts, comments, Gen Z drivers appropriation, and and shares recommendation (Bubble Size) 41 BRAND ACTIVATION #FILAEXPLORE, A POP-UP STORE OFFERING A PHYSICAL EXPERIENCE LIKED BY GEN Z’S ACROSS THE WORLD A FILA took fashion enthusiasts on an exploratory tour for its “ sportswear City. In SoHo, the event interpreted four eco-inspired environments, including Canyon, Mountain, Woods and Elements. Guests in attendance were among the collection while being treated to themed bites and across four custom cocktails inspired by each of the four environments. Additional FILA “Explore” pop-ups are 8 cities also open in L set to launch later this summer. 42 43 BRAND ACTIVATION LACOSTE BET ON MUSICIAN TYLER, THE CREATOR TO RELEASE AN ASPIRATIONAL FASHION COLLECTION 1173 posts on Instagram The Creator, known for his in his music and fashion, dug through the French house’s archives in order to infused with the signature Lacoste sportswear spirit.