In the evolving landscape of brand influence on Gen Z, the quest for authenticity stands as a guiding principle. The desire for intimate, behind-the-scenes glimpses into the lives of athletes has become a defining feature of this generation's engagement with sports culture. To capture the attention and loyalty of Gen Z, brands must spotlight authentic stories and moments that resonate with their values and aspirations. Collaborating with athletes who embody authenticity and showcasing their personal journeys can forge deep connections with the upcoming generation of sports enthusiasts. Unfortunately, some brands overlook the potential to dive beneath the surface of athletes' experiences, missing valuable opportunities to authentically connect with both the talent and the passionate fanbase. This oversight inadvertently reinforces the perception that brands seek community without a genuine understanding of its culture. At EssenceMediacom UK we understand to genuinely resonate with Gen Z, brands must exhibit a sincere interest in the cultures they aim to engage with, inviting fans to the table as cherished participants rather than mere sources of currency. Credit to founder Dean George GAUCHOWORLD for his recent interview with Arsenal's Reiss Nelson who last year self-funded a football pitch where he grew up in South London. Quote: “I want the kids to know that the pitch they will be playing on was built by someone just like them" #sportsmarketing #sportscontent #football #arsenal #google #googlepixel8 #essencemediacom
Before pursuing the ‘What’, we always step back and ask ourselves ‘Why?’. It’s an important process that is often rushed or missed altogether, but you can’t build a mansion without first checking if the foundations are strong. Starting with a story that has its roots firmly set at home, we explore why capturing Premier League star Reiss Nelson on Aylesbury Estate - the estate he grew up on - resonated with a global audience that have never set foot in South London, or even care to watch the football every weekend.