• Is Stephen Curry Shoe Salesman The Next Michael Jordan?
    People looking for the next Michael Jordan, who won six NBA titles with the Chicago Bulls and is regarded as the best NBA player of all time, have generally gone with the just-retired Kobe Bryant and the still dominant LeBron James.
  • Defining The New Breed Of Athlete
    If you looked up the definition of an athlete, there wouldn't be an image beside it. Why? Because athletes come in all shapes and sizes and no single person embodies the term. Every sport is different in its demands, with each requiring its own set of physical and mental challenges, but it's not just those aspects that define an athlete. We're in the digital age, where what constitutes a sport isn't as black and white as it was 20 years ago. Gaming has arrived and with it, the gaming athlete.
  • A Plea for Making 'Resonance' The Top KPI In Sports Marketing ROO Measurement
    Thinking back to a particularly stressful meeting early in my career, I still hear our CEO ripping the account lead at our agency for gleefully boasting about the extensive reach of one of our campaigns. "You can't eat impressions," he bristled. "I don't care how many people are seeing this, I want to know if it's really selling anything."
  • The Power Of Tribes In Sports
    Tribes were best explained in author Seth Godin's 2008 book of the same name, when he described them plainly as "any group of people, large or small, who are connected to one another, a leader, or an idea." By this definition, everyone you know is a participant in countless tribes. You, yourself, could be a member of a political tribe, a Game of Thrones tribe, an office tribe, a Villanova Wildcats tribe, Pittsburgh Steelers tribe, or a Bruce Springsteen tribe. Even brands can be members of tribes, if they remember the rules of engagement.
  • CrossFit's Secret Of Success: Crowd Culture
    The 2016 CrossFit Games Open competition just wrapped up another successful year. It is on to the regionals and then the finals for the elite competitors. However, that is not the whole story of the The Open. The real action is what happens at the affiliate level - the grassroots and how it embodies a new type of branding.
  • Pumping Up Bodybuilding With Marketing, Transparency
    If your vision of bodybuilding is Charles Atlas, Lee Haney and Arnold Schwarzenegger in "Pumping Iron," Richard Jalichandra is here to tell you that you don't have the entire picture.
  • Sports Content For Young Fans: Why It's Important, And What Big Media Can Learn From Dude Perfect
    Many millions of adults today probably remember their first Little League game, or their first time tying on a pair of cleats, or participating in any other sort of sport. Today, various studies examining the participation of young fans between 6 and 17 in organized sports teams put the total number of young fans as low 21.5 million and as high as 28.7 million, and that number only continues to grow. This statistic does not even account for those who start before the age of six. Indeed, 60% of boys and 47% of girls are already on teams by their ...
  • Build It And They Will Come? A Cautionary Tale Of 3 Cities
    In today's era of citizen journalism and constant feedback loops on social media, it's easy to lose oneself in the constant chatter that passes judgment on every front office move. This has taken on multiple dimensions of late, where the aforementioned "front office moves" go beyond trade deadline and waiver wire transactions to leave promotional activations right in the cross-hairs of fan commentary.
  • A Primer On Rio: Global Event Strategy And Protecting Your Investment
    The Games of the XXXI Olympiad begin in Rio de Janeiro in slightly more than 157 days. I know this because there's a giant countdown clock positioned on Copacabana Beach that says exactly as much.
  • MLB's Turn At Bat Has Partners In Full Swing
    It's not even spring, but the Boys of Summer are making plans to activate for the 2016 season.
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