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Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Case Study

Nike, the sports apparel and equipment manufacturer, used a mobile message service on WhatsApp to motivate its young consumers in Germany.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Case Study

This case study shows how Royal Challenge, an alcoholic drinks brand, used celebrity sportsmen to successfully increase its brand profile in the Indian market.

Article

This article outlines the development of both digital and physical retail towards a convergence of channels, where brands must have a presence everywhere that shoppers would wish to find their products.

Case Study

This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

Article

This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

Article

This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.

Article

This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

News

NEW YORK: Reebok, the sporting-apparel group, has successfully harnessed employee advocacy to spread the word about its refreshed brand positioning on social media.

Article

This event report shows how Newton Running, a challenger brand in the athletic footwear space, is using social media to stand out from the category’s big players.

Article

This event report addresses how Reebok, the sporting apparel group, drives employee advocacy around its core brand positioning of improving fitness.

Article

This Company Profile from Euromonitor provides key details and analysis of Adidas AG. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the clothing and accessories market.

News

BENGALURU: Leading sports brands are recruiting athletes as sales staff in India and reporting a significant uplift in sales as a result.

News

LAS VEGAS: Tomorrow's "fight of the century" between Floyd Mayweather Jr and Manny Pacquiao has attracted the attention of brands keen to be part of an event that may generate upwards of $500m.