Why every single Sports brand needs to be copying On Running right now…
If you haven’t read it, check out the press release from running brand On recently….
Go ahead, I’ll wait…
https://press.on-running.com/on-unveils-360-athlete-support-program-to-empower-athletes-beyond-the-finish-line
Branding in sports is increasingly recognized as a vital component of both an athlete's and a brand's success. The recent launch of On's "360 Athlete Support" program highlights the transformative potential of holistic support systems that extend beyond traditional sponsorship. This program exemplifies why brands should consider investing long-term in their athletes' brands, as it not only enhances the quality of work but also attracts talent beyond financial incentives.
On’s 360 Athlete Support program is a pioneering initiative designed to support athletes in all aspects of their lives, not just their sporting achievements. This comprehensive approach includes physical and mental preparation, health and recovery, financial planning, personal branding, career development, and fostering a sense of community among athletes. By addressing these varied needs, On aims to help athletes achieve peak performance and maintain their well-being throughout their careers and beyond.
The philosophy behind this initiative is rooted in the belief that a holistic approach to athlete support can unlock an athlete’s true potential. As Nicola Spirig, a five-time Olympian and project lead for the program, emphasized, every detail counts when striving for greatness. This comprehensive support system is designed to ensure that athletes are not just performing well but thriving in all facets of their lives. This holistic support can be a game-changer, enabling athletes to become the best versions of themselves both in their sport and in their personal lives.
By investing in such programs, brands can create a positive and supportive environment that goes beyond mere financial transactions. This approach builds stronger, more authentic relationships with athletes, fostering loyalty and long-term commitment. It also enhances the brand’s image, showing that it cares about its athletes as individuals, not just as marketing tools.
The long-term benefits of such investments are substantial. Athletes who feel supported are likely to perform better, engage more deeply with the brand, and serve as more genuine ambassadors. Additionally, this support can help athletes develop their personal brands, making them more attractive to other potential sponsors and increasing their overall marketability.
Moreover, comprehensive support programs can attract top talent. When athletes see that a brand is committed to their overall well-being and career development, they are more likely to choose that brand over others. This competitive edge can be crucial in a crowded sponsorship market.
On's program also illustrates the importance of adaptability and ongoing development. The 360 Athlete Support program is not static; it continuously evolves based on feedback from athletes, ensuring it meets their changing needs. This flexibility and responsiveness further reinforce the brand’s commitment to its athletes.
This program sets a new standard, demonstrating that investing holistically in athletes is not just beneficial—it’s essential. It’s a call to action for every sports brand to step up and match this level of commitment.
Brands that fail to provide comprehensive support risk falling behind. Athletes are no longer satisfied with transactional relationships; they seek partners who invest in their long-term success and well-being. On’s approach, which includes physical and mental preparation, health and recovery, financial planning, personal branding, and career development, should be the benchmark for all. This isn't just about enhancing performance—it's about creating an environment where athletes can thrive in every aspect of their lives.
The message is clear: half measures are no longer enough. To attract and retain top talent, sports brands must offer more than just financial incentives. They must invest in the full spectrum of their athletes’ needs, providing the tools, resources, and support that enable them to excel both during and after their athletic careers. This investment builds stronger, more loyal relationships and cultivates a powerful brand image that resonates deeply with both athletes and fans.
The 360 Athlete Support program’s success underscores an undeniable truth: brands that prioritize their athletes' holistic development will be the ones to watch in the future. It’s time for every sports brand to up their game, embrace this comprehensive approach, and commit to supporting their athletes at every stage of their journey.