This document discusses innovation in sports at scale. It provides examples of large-scale sports innovations like Nike+ with 28 million active users and e-sports which attract tens of millions of viewers. The document argues that for sports brands to succeed at scale, their innovation must include everyone, inspire participation, and improve performance. It notes Nike does all three through inclusive messaging, inspirational taglines, and new technologies. Finally, the document analyzes new innovations that fulfill only one of these criteria and asserts great brands need innovations that do all three to keep large audiences engaged over the long run.

1. Innovationin
Sport:Successat
scale
7th February 2017
@LSUsocial

2. Wehelpcompaniesgrow
Webelievethatthebiggest
opportunitiesforgrowthlieinthe
untappedpotentialofdigital
technology-becauseit’sthebest
waytomake,marketandmonetise.

3. Weknowandlovesport.

4. What are some
examples of great
sports innovation at
scale?

5. Nike+
28millionactiveusers.
(Launched2006)

6. Twomorerecentexamples
thathaveachievedhuge
scale:

7. •#1Americanpro-gamerearned
$1,964,038.64from39tournaments.
•It’schangingourideaofwhatitmeansto
be‘active’insport.
e-sports
Professional video gaming

8. 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’.

9. But what about innovation in
conventional sport?
How can brands succeed at
scale?

10. Greatsportsinnovation
requires3things:
1. Includeme
2. Inspireme
3. Improveme

11. Why?
Becausesportparticipationisgettingtooexpensive
-peopleinthepoorestsocialgroupshavethe
biggestinactivitylevels.
Include

12. Why?
Fromtheinnovator’spointofview,it’sbetterto
targetthemassnottheniche.
Mostservicesgoafterheavyusers,butsuccessful
brandsaimtohaveuniversalappealandalarge
baseofcasualusers.
Include

13. Why?
Becausepeoplearen’tmotivatedtoplaysport ata
youngage-thenumberofkidsandadolescents
playingsportbetween2008and2015droppedby4%.
Inspire

14. Why?
Becausepeopledon’tknowhowtogetbetter- 70%of
peopledropoutoforganisedsportsbyage13asthey
don’tthinkthey’regoodenough.
Improve

15. Nikedoesall3:
Includeme
Inspireme
Improveme

16. Inclusivemission:
IFYOUHAVEABODYYOUAREAN
ATHLETE.

17. Inspirationaltagline.

18. Newinnovationsthathelppeople
improve.

19. We’vespottedsome
interestingnewinnovations
thatdooneofthethree.

20. Includes everyone by helping
people get fit on the cheap but
it’s not inspirational nor does
it help people improve.

21. Uses influencers to inspire
kids to participate but it is
not helping them improve
nor does it include
everyone.

22. 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.

23. Include
InspireImprove
Greatbrandskeep
peopleintheloop.

24. Forgreatinnovationinsport,
remember:

25. Thanks!
@LSUsocial