Cristy Laragan’s Post

With the Olympics and Paralympics fast approaching, a timely article by Dr Bryce Dyer about the use of supershoes. Last year, I spoke with Bryce on the Disability Sport Info podcast about technology in Parasport. You can check it out via the following link: https://lnkd.in/eR_-np_V The episode considers the use and development of technology in Parasport, as well as ethical questions around its use. #Paralympics #Paris2024

So as we start to now get close to the wonder that is the Olympic and Paralympic Games, this is the time whereby you'll see leaps - not only into the long jump sand trap, but also in terms of the technology that athletes will use. Check out my latest article for The Conversation regarding the 'Supershoe' phenomenon (which is based on an upcoming journal paper). https://lnkd.in/ew4bftch

Dear Olympic Council of Malaysia and Kementerian Belia Dan Sukan, "Sportswear as a Statement of Style and Culture" The clothes we wear tell stories of our culture and our heritage – things that can't easily be shrugged on and taken off at will. Tradition is also passed down in the creation and construction of our clothes. The way things are made, the materials, and the process are all embedded into our communities and cultures. In the world of fashion, sportswear has been viewed as a signifier of a cultural divide. It can signify many things to those who consider fashion an important aspect of their lives, such as wealth or culture. With the changing appropriation of sportswear, these deeply entrenched views are likely to evolve and change. The Olympic Council of Malaysia (OCM) should take Malaysia's national sportswear attire matter seriously. It is a great "tool" to represent our cultural diversity at the international level, such as at the prestigious Olympic event. We might not win medals, but we can win people's hearts with it. We still have time to "fix" it. #negaraku #malaysia #olympic2024 #sportswear https://lnkd.in/g3CgsJ-z

Throughout history, the Greek goddess Nike was regarded as a benign divinity who encouraged and praised individuals who exemplified excellence, talent, and heroism. A celebrated winner receives recognition with pride and a sense of accomplishment, having had the discipline to dedicate themselves to preparing well and staying focused in the face of obstacles and distractions. In an effort to stay relevant in a saturated market, Nike has adopted the Polarization Strategy. They have crafted taglines that are almost narcissistic and deliberately seek to resonate deeply with their target demographic, showing disregard for the negative opinions of those who, by default, might never use their products anyway. The provocative angle of the campaign has generated a significant buzz of attention, which could give rise to more visibility and engagement. It does however contradict the persona they've upheld for almost half a century and borders heavily on hypocrisy with them backpedalling on their previous stance of similar attitudes in sponsored athletes. What I find most interesting is the sudden shift in tone expressed by the campaign, which gives a proverbial middle finger to sportsmanship and promotes the pursuit of success at all costs and perhaps it's a clever ploy to inspire consumers to ignore the price tag. The shift will certainly alienate long-time customers who admired Nike's previous emphasis but will strengthen its connection with its core audience, fostering intense brand loyalty. I am curious to see what their long-term brand vision looks like beyond this campaign and how they manoeuvre to ensure the shift strengthens rather than undermines their brand.

The 2024 Paris Olympics officially starts today and while there’s much buzz on the participating countries, do you know the outfits they’d be wearing to the opening ceremony? This article below offers a much needed insight to that. #OlympicGames  #Olympic2024 #ParisGames2024 #Olympics #ContentWriting #ContentWriter

The Field Report: There has been a considerable amount of intriguing articles exploring the business aspect of the sports and outdoor sector lately. This week, I want to highlight those pieces that have caught my attention, along with some reflections on each. _Why are sports brand suddenly focusing on performance? _Lessons from the decline of Big Surf _Consumer research is everyone's role _The ski race technician of running shoes _What is the deal with Tenniscore? #appare #footwear #sportsindustry #outdoorindustry #sportswear https://buff.ly/3XuqsV4

The Olympic Spirit in Every Step: A Journey through Insoles: The Olympic Games, a celebration of human achievement and unity, captivate hearts worldwide every four years. Athletes push the boundaries of physical and mental prowess, embodying the essence of sportsmanship and dedication. Yet, behind every extraordinary leap and sprint lies … Continue reading → #Australia #Business #Europe #UK #US

While many of us are in awe of the athletes competing in Paris, LVMH is putting on a masterclass for activating a partnership. Too often in partnerships, we simply see an exchange of money and two unaligned brand logos put together. It’s the easy thing to do but it doesn’t maximize the value for either side. And I recognize that this level of integration may not be available for every partnership but when it can be done and done well, it becomes more than the sum of its parts. So kudos to Paris 2024 and LVMH for figuring out how to develop and activate a partnership that provides true value for both organizations. 🏅 Paris 2024 needed to develop Olympic medals and LVMH-owned luxury jeweler Chaumet was a natural choice to design the iconic hardware. 🏅 These medals need to be presented to winning athletes and what better way to do so than on Louis Vuitton trays and trunks, featuring its signature logo. 🧥 And as the owner of numerous fashion brands, who better to outfit French athletes for the Opening Ceremonies and the volunteers who will present the medals? These are just a few examples of ways in which LVMH has integrated itself into the Paris Olympics in a way that is authentic to its brands and creates value for both the Games and for LVMH.

Amer Sports’ shares rose as much as 3.5% on Monday as Wall Street analysts initiated coverage with largely bullish ratings and highlighted strong demand for the Wilson tennis racket maker's premium outdoor and sportswear products in China. For Reuters #China #Sports #Nike #Adidas #Outdoor #AmerSports

Can a single campaign change how you see a brand❓ Take Mia by Tanishq's recent campaign "Dekhna Hai Toh Mera Khel Dekho" featuring para-archer Sheetal Devi (Paralympic bronze winner in archery). It captures how society often looks at those with disabilities through a lens of pity. But overlooks the extraordinary things they have achieved. What makes this campaign stand out is how it subtly shifts focus. While many brands focus on the Olympics, few acknowledge the Paralympics. And Mia by Tanishq was one of those brands. They acknowledged para athletes not by featuring Sheetal Devi, but by allowing her story to take centre stage. The jewellery isn’t front and centre here. In fact, the only jewellery you see is a quick shot of an evil-eye anklet, symbolizing protection for her as she continues her journey. The ad doesn’t shout about the jewellery—it highlights Sheetal’s strength, determination, and the raw talent she brings to her sport. And it made me view the brand in a whole new light. Mia by Tanishq designs jewellery for everyday wear, catering to Gen Z. But what’s innovative is how they’re not aggressively marketing that. Instead, they’re tapping into what this generation values—authenticity, individuality, and resilience. They’re showing us that they understand what matters, and in doing so, they’ve hit two targets with one campaign. #paralympics #archery #tanishq #miabytanishq #campaign #advertisement #brandmessage