Influencer marketing is a hot topic in 2019. In an effort to cut through the advertising noise, brands are aligning themselves with influential people who have a large social media following. The definition of “influencer marketing”, as per Wikipedia is:
Influencer marketing (also influence marketing or social media influencer) is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers.
Sports brands have been an early adopter on the influencer marketing scene, and it’s not hard to see why. Athlete endorsement of products has a history dating back to baseball player Honus Wagner in 1905. From there, Nike made a splash by sponsoring Romanian tennis player Ilie Năstase, and then distance runner Steve Prefontaine. Now athlete endorsement goes beyond use in competition and advertising, and bleeds into use and promotion in their social feeds. I mean, who’s a bigger influencer on us amateur athletes than our heroes at the top of their game?