Olympic Games: Cultural trends
Three US cultural trends that tend to occur during or after the Olympics are increased interest in sports apparel, increased discussions about race and gender, and increased interest in alternative sports and health products.
- The Olympics tend to drive an increase in sportswear purchases and sportswear trends.
- This is because fans see what athletes are wearing and get energized about sports in general.
- For example, the London 2012 Olympics boosted the trend of sports luxe clothing.
- The 2016 Olympic Games in Rio helped solidify the athleisure trend.
Race and Gender
- This is due to athletes being seen by consumers as advocates and heroes, and brands highlighting that in their marketing partnerships.
- For example, American Apparel used the 2014 Sochi Winter Olympics as an opportunity to launch their gender neutral clothing line and campaign against gender discrimination, which the events at the Olympics had thrust into the global debate.
- At the 2016 Rio de Janeiro Olympic Games, the diversity of the US Women's teams brought about heated debate around race.
Sports Health Products
- This is driven by fans seeing the Olympic athletes use the product, or hearing interviews with the athletes stating that they believe these products are effective.
- The use of Kinesio tape by many athletes during the 2012 Olympics spurred an increase in the interest in and use of Kinesio tape by fans.
- After Michael Phelps won a Gold metal in the 2016 Rio Olympics and fans saw dark purple circles all over his back from cupping, interest in cupping vastly increased.
Trends were chosen based on their mention by multiple expert and on the availability of concrete examples of the link between the Olympics and the trend.