Running is more than just exercise.
Taylor was in line for her first marathon when she was 20. Because she had cerebral palsy, she needed people’s legs and arms to help her through it.
Peter klein (Peter, Kline) is a 60-year-old experienced runner, when he was in 2012, he lined up behind running a large carts, looking for a new challenge, to promote small Las Vegas marathon is 26.2 miles.
They crossed the finish line in five hours and 27 minutes, remembering the mood of the day. “I think I can be like everyone else,” she says.
The 25-year-old has been continuing, and her sister, Erin, 20, has cerebral palsy. They have run three marathons every year since their first game in Las Vegas.
That day also helped change klein, who often runs marathons. He said he had never returned to the traditional race, and he set up a marathon and meaning, an organization, runners and people with disabilities.
“Marathon and meaning” is a feature of a surprising holiday catalogue released late last year by Brooks Running, a group sponsor of the kleins group. The directory to avoid the traditional mode and the Olympic competitors, backed by Brooks, another group of runners photos to guide: Black Girls Run to encourage all women more healthy way of life, especially African americans.
Brooks’s chief marketing officer of Melanie Allen (Melanie Allen) said, the theme is “feedback”, this directory is intended to show that running is not only a lonely movement, the experience of quality is measured strictly according to the clock.
This concept seems to be consistent with a clear trend in operation, and is a new trend in marketing. The competitive economic boom has led to an overcharged race for racial competition, which has begun to give way to more societies, not exclusivity, such as mud. The future of the sport may be more about connectivity than competition.
For Tony Carey, 34, the founder of Black Girl Run, Brooks’s theme is “fresh air.”
African americans are rare among recreational runners. According to Carey’s estimate, they account for only 5 percent of female runners, while low data seems to have a self-perpetuating effect that prevents some people from even trying the sport. That’s where the Black Girls Run comes in, providing support and friendship.
At the same time, the advertising industry has generally been far from the idealisms that are often used to sell products to women. CVS Pharmacy announced last week that it would stop changing images related to its beauty products. American Eagle Outfitters’ underwear series Aerie has made similar promises.
In 2004, the dove began a campaign called “real beauty,” featuring women of different ages, RACES and bodies. The strategy has made Dove a big name, but for years the company has also made a serious criticism of “before and after” ads, making dark-skinned women a white woman. In addition, critics point out that while pigeons say they are changing the standard of beauty, the campaign implicitly tells women to buy pigeon products to make them beautiful.
Still, the campaign has increased sales, says alex Reid, a marketing professor at the Wharton school of the university of Pennsylvania. He said he had seen the pigeon’s internal data.
For a company like Brooks, Mr. Reid says it could be risky.
“Brands are a sign of identity,” he says. “traditional transmission is an idealized view of the customer. A runner may know she’s a beginner, but when looking at a picture of a perfectly toned athlete on a mountain road, she might imagine she’s there, making a little effort.
Reed said that even if competitive athletes were moved by the images in the Brooks holiday catalog, they might secretly reject the product because they did not recognize the ideal self in the sport.
Those competing runners tend to be the faithful communicators of their brands, Mr. Reid says, while entertainers tend to be less loyal and maintain a shorter time movement.
Reid added that the company had to ask: “is it worth diluting my brand to dilute my target market?
Brooks says its holiday catalog has helped sales, but the company declined to provide Numbers. The company also said it plans to continue the theme in its march catalogue, conveying inspiring stories through actual contestants.
Within one is Gabriel gutzon wald (Gabriel e Grunewald), is a professional middle-distance race athletes sponsored by Brooks, who is under a rare form of cancer, a kind of steroids in the treatment of cystic carcinoma, but still continue to compete. Another was the triathlete Julie Lam, who started running and divorced in her forties six months after her father and grandfather died.
Carey, a communications and marketing manager for a nonprofit group, says her team members don’t have cash in the catalog, but they have to keep the clothes they wear. They teach black girls the mission in a way they didn’t expect.