Category: In the News

This story was originally published on sister site, Glossy.

Following Nike’s Boston Marathon backlash, competitors jumped on the opportunity to define “movement” on their own terms, beyond the marathon run.

In the days leading up to Monday’s Boston Marathon, Nike installed a series of signs near its Newbury Street store, including one that read, “Runners welcome, walkers tolerated.” The message drew immediate criticism online, with runners calling out the wording as exclusionary, particularly given how common it is for participants at all levels to walk parts of a marathon.

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As the sports marketplace continues to build momentum, more agencies are stacking up their expertise to harness the myriad ways to reach one of the most powerful marketing targets out there: the fan. 

Some agencies, like Canvas, have gone out to hire executive talent from the big leagues, while other agencies have crystallized sport-related efforts into full-fledged business opportunities, such as Stagwell’s Sport Beach. And some, like Horizon Sports & Experiences, are crunching the data and insights around the potential of AI layered on sports data — along with the danger that holds. 

HS&E conducted research around sports and AI, which Digiday had the chance to review prior to its publication. In short, the study stresses the idea that brands and sports properties need to apply AI with great caution, lest they alienate fans through erosion of trust.

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