Emotional Intelligence and Reflective Practice Success in Sport.
Innovation in Sport: Success at Scale
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Transcript of Innovation in Sport: Success at Scale
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Innovation in Sport: Success at scale 7th February 2017
@LSUsocial
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We help companies grow
We believe that the biggest opportunities for growth lie in the untapped potential of digital technology - because it’s the best way to make, market and monetise.
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We know and love sport.
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What are some examples of great sports innovation at scale?
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Nike+ 28 million active users.
(Launched 2006)
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Two more recent examples that have achieved huge scale:
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•#1 American pro-gamer earned $1,964,038.64 from 39 tournaments.
•It’s changing our idea of what it means to be ‘active’ in sport.
e-sports Professional video gaming
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Social video platform•A major event attracts 40,000 people
watching live, and tens of millions watching over the Web.
•It’s changing the way we watch ‘sport’.
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But what about innovation in conventional sport?
How can brands succeed at scale?
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Great sports innovation requires 3 things:
1. Include me 2. Inspire me 3. Improve me
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Why? Because sport participation is getting too expensive - people in the poorest social groups have the biggest inactivity levels.
Include
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Why? From the innovator’s point of view, it’s better to target the mass not the niche.
Most services go after heavy users, but successful brands aim to have universal appeal and a large base of casual users.
Include
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Why?
Because people aren’t motivated to play sport at a young age - the number of kids and adolescents playing sport between 2008 and 2015 dropped by 4%.
Inspire
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Why? Because people don’t know how to get better - 70% of people drop out of organised sports by age 13 as they don’t think they’re good enough.
Improve
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Nike does all 3:
Include me Inspire me Improve me
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Inclusive mission:
IF YOU HAVE A BODY YOU ARE AN ATHLETE.
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Inspirational tag line.
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New innovations that help people improve.
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We’ve spotted some interesting new innovations that do one of the three.
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Includes everyone by helping people get fit on the cheap but it’s not inspirational nor does it help people improve.
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Uses influencers to inspire kids to participate but it is not helping them improve nor does it include everyone.
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Uses smart technology to help people improve but it does not include the poorest social groups or inspire kids to play from a young age.
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Include
InspireImprove
Great brands keep people in the loop.
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For great innovation in sport, remember:
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Thanks! @LSUsocial