Storytelling started off as a visual communication method, progressed to oral storytelling, and now, centuries later, we’ve returned to visual storytelling while incorporating written and spoken elements. Storytelling has a vast range of applications as a tool, and it is especially instrumental in marketing. Through authentic storytelling, brands can establish emotional connections, build trust and credibility, and drive profit and growth.
Storytelling is a universal language that transcends industries and cultures. Whether it’s a brand’s journey, a customer’s success story, or an athlete’s inspiring tale, effective storytelling can captivate audiences and leave a lasting impact. In this piece, particularly, we delve into the realm of sports brand storytelling.
The power of storytelling in sports
Sports have always been an intrinsic part of society, bringing people together to celebrate winnings of favorite teams, like the victory of the Indian cricket team in the T2O world cup 2024 or justifiably mope over the loss of the same world cup a decade earlier.
For many sports enthusiasts, sports are a religion, and their form of worship is an unfettered dedication to the game they revere and any or all merchandise associated with it, be it a jersey or the same shoes as their beloved athlete.
Storytelling has expansive scope in sports brands, as they can use this medium to showcase value, culture, history, mission, and most importantly, to create a sense of belonging among fans and customers.
Storytelling is a crucial tool in building iconic sports brands.
While storytelling has become an invariable part of all marketing strategy, any effective story should include a certain set of components to drive success and fulfill the brand’s goals.
Particularly in a sports brand’s narrative, some elements can amplify the portrait the brand is trying to paint to establish themselves in the minds of consumers and fans; these are:
- A good storyteller
- Relatability
- A Hero
- Social cause(s)
- A Catchy anthem
Essentially, sports in our country and many others are nothing less than a mainstream bollywood movie. Speaking of bollywood, globally favoured sports brands like Nike, Adidas, Puma, Reebok, and Jordan are among the front runners in churning out blockbuster and revolutionary campaigns that have touched the hearts of millions.
Just Do It: The three words that have stood the test of time were first coined by Dan Weiden in 1988. Nike’s slogan, which has become one of the most widely known, was in fact inspired by the last words of a convicted murderer. They turned the narrative around to create a powerful campaign.
Another campaign that deserves its own space in the ‘hall of fame’ is JWT India’s “Make Every Yard Count” campaign in collaboration with Nike. In this ode to cricket , the director Senthil Kumar encapsulates the deep love and connection between India and cricket. The campaign’s USPs include crowdsourcing over 200,000 images from 1,440 young cricketers across the country, capturing the essence of the sport from bustling cities to remote rural areas. The project’s success, recognized by multiple awards at Cannes Lions, highlights the potential of innovative storytelling. Ultimately, “Make Every Yard Count” celebrates the spirit of Indian cricket, inspiring young players to pursue their dreams and make every moment on the field count.
The common factor in all successful marketing campaigns for sports brands is creating an emotional connection, building brand identity, driving brand engagement, and having a consistent purpose.
Creating Emotional Connections
Stories have the power to evoke emotions and forge lasting impressions. Any product is not simply about the purpose they fulfil; it’s about the feeling they provide to the consumer. Good brand storytelling can bring out emotions like empathy, joy, sadness, and nostalgia, urging consumers to re-visit the product to revive the feeling.
One of the most memorable campaigns of all time is Nike’s Bleed Blue Campaign. Nike sold us the story of a nation’s heartbeat with their ‘Bleed Blue’ campaign. Leveraging India’s love and passion for cricket, they did not market products; they weaved a narrative that transcended the sport to paint a picture of unity, hope, and the unwavering belief in the Men in Blue.
The masterstroke included their commercials featuring the likes of Virat Kohli and MS Dhoni, who are not just cricketers but an embodiment of the nation’s pride and resilience. Nike harnessed the power of storytelling, selling the dream of a World Cup victory to a nation where cricket is more than a sport; it’s a religion. The iconic sports brand continued its legacy by elevating the sport to a cultural phenomenon.
Building Brand Identity
Brands succeed by weaving products into narratives. Think about Under Armour, a brand that has built its identity around the underdog story. By celebrating athletes who defy expectations and push the limits of human performance, Under Armour has created a powerful narrative that resonates with its audience.
Similarly, sports brands often draw inspiration from mythology and folklore. The Greek gods, for example, have been used to symbolize strength, speed, and victory. By associating their products with these powerful archetypes, brands can create a sense of awe and aspiration.
When crafting your brand’s story, be mindful of the themes and values you want to convey. Every story you tell should reinforce your brand’s identity and resonate with your target audience. Remember, a well-told story can have a profound impact on your brand’s reputation and bottom line.
Driving Fan Engagement
By weaving captivating narratives around your brand, you can create an emotional connection with your audience. Share behind-the-scenes stories, athlete profiles, and inspiring moments. Use social media to bring these stories to life. Think of it as creating a digital campfire, where fans gather to share experiences and celebrate their love for your brand.
Brands like Nike and Adidas have mastered the art of storytelling on social media. They share inspiring athlete stories, launch limited-edition products, and engage with fans through interactive campaigns. By creating a sense of community and belonging, these brands have built a loyal following that extends far beyond their products.
When it comes to fan engagement, we have a tale of our own. Since 2019, ting’s has been the driving force behind Sunrisers Hyderabad‘s digital revolution. We strived to reshape the team’s communication strategy, taking it from a traditional approach to a dynamic, fan-centric experience.
We’re passionate sports fans ourselves, so we understand what resonates with fans. We went the extra mile, following the SRH team to capture candid moments and give fans a real-time look into their favorite players’ lives.
Our goal was clear: maintain the momentum from the previous season and create a buzz that would captivate fans worldwide. We leveraged the full potential of the internet, from creating dynamic social media content to delivering immersive stadium branding. We fostered a strong bond with our audience by understanding the pulse of Telugu-speaking viewers and Hyderabad locals. The most important thing to do is to listen to the fans. The #OrangeArmy hashtag helped us foster a strong connection with the fanbase, leading to increased engagement and loyalty.
The team’s social media presence has soared, ranking among the top sports brands globally on platforms like Twitter and Instagram. Our relentless efforts were recognized with the Best Social Media Sports Brand award at the 2019 Sammies Awards.
Having Consistent Purpose
Sports brands don’t become iconic overnight; there needs to be consistency and purpose to their narrative to drive their success. Decathlon India’s second chapter of its inspiring campaign, “Play Your Own Way,” perfectly illustrates the case of consistency.
This campaign is more than just a tagline; it’s a movement that celebrates the spirit of women’s sports and encourages them to break free from societal expectations. The brand aims to inspire 50,000 women across the country to discover the transformative power of an active lifestyle. This campaign is driven by a strong and influential purpose and promotes the benefits of sports for women. Decathlon coined #HERoesofDecathlon to invite more women across the nation to join the cause and share their stories, inspire others, and become role models in the sports community.
As we’ve explored, storytelling isn’t just about sharing information; it’s about creating experiences. It’s about evoking emotions, sparking imagination, and leaving a lasting impact. By understanding the power of storytelling and applying it strategically, sports brands can continue to shape the cultural landscape and solidify their place in the hearts of fans worldwide.
(Views are personal)
