Randy Shoemaker

One of the standout features of Nirvana Super is that our HMB-infused beverages are designed for everyone, regardless of age or athletic ability. Plus, they taste fantastic. We're excited when sports legends like four-time NBA champion, two-time league MVP and 10-time NBA All-Star Stephen Curry and the parent company of his business endeavors, SC30 Inc. chose to invest in Nirvana Super out of all of their numerous beverage options, reflecting their commitment to wellness and great tasting, scientifically backed products. Our work with Stephen and our other #athleteinvestors is about more than simply growth; it's about forming relatable connections and sharing a common mission - #hydration meets #musclehealth. I believe the beverage industry is on the verge of becoming much more exciting, surpassing the trends of coconut water, coffee variations, and endless energy drinks. https://lnkd.in/exrAaz-b #NirvanaSuper #stayhydrated #stephcurry #linkedinSports #innovation #healthcare #startups #foodandbeverage

119

32 Comments

Why We Play the Game Some interesting sports nuggets coming from Horowitz research that portends some significant growth for younger-than-cable/broadcast (basically, under 49) audiences via the new Venu streaming service. 🏈 Per Horowitz, 58% of sports viewers 18-34 and 57% of 35-49 yo indicated a likelihood to subscribe to Venu. (In all, 42% of 2,008 surveyed U.S. adults who identified themselves as "sports viewers" said they'll "likely" or "very likely" subscribe to Venu Sports, Horowitz said.) 🏈 🏈 This is decidedly good news for the service and validates the Venu Triumvirate’s move to future proof their business since 74% of cable subs cite ESPN as a “must have” and 48% of adults said that ESPN was important to their enjoyment of cable, more than any other channel (https://lnkd.in/gUJpccYR). 💥 But to put this into some perspective, Harris Poll research indicates only 35% of Millennials and GenZers watch sports on live broadcast (https://lnkd.in/g2fmbqtt). While this may not be quite an apples to apples (especially since Venu hasn't even launched), Morning Consult's extensive sports research indicates 52% GenZers say watching sports it’s not an important part of being a fan (https://lnkd.in/gujHRgDV). Foul the play or a second half comeback? I am betting on the latter if the Venu team understands how to engage the Zillenial fanbase in a meaningful way (ahem). Its gonna be a good game, that is for sure. https://lnkd.in/gCdPUGQe

14

500 🎉 That's the number of users now living in Decoder ™ on a daily basis. 🎉 Looking back to March of 2023, this MILESTONE seemed a long ways away. But now dozens of teams and leagues across MLB, NHL, NBA, MLS, WNBA, NFL, NLL, NWSL, PGA, #Agencies and #Brands are all using Decoder ™ to better understand fans, the journey of fans, the impact of sponsorship and the marketing value their partnerships drive via the most accurate and fast platform available on the market. The work that these 500 users perform daily has resulted in: 📈 16,000+ Fan Definitions created to date 📈 6,500+ Data Reports created to date 📈 3,500+ User Sessions to date A big thank you to these power users and we can't wait to share the MAJOR enhancements coming to Decoder over the next couple months. Stay Tuned! #analytics #sponsorship #measurement #research #data #sportsbiz #linkedinsports

37

1 Comment

I’ve long wondered if limited edition products drive [true] incremental revenue for a brand. Historically, I’ve never really bought limited editions. Typically higher price, same quality, lower value. (IMO) Lately though, I’ve found a couple offers compelling enough that the impulse said “give it a try”. First was the Red Bull Summer Edition Curuba Elderflower. Have always been a fan of Red Bull, and while in Walmart I ran into a DSD rep, and he pitched me on trying the new flavor. 10/10 - couldn’t recommend it more. Second was this bar soap from Dr Squatch. Have followed the brand for awhile but had my own regimes and wasn’t looking to make a change. However - a lovely sidekick at Walmart drove me to take a quick smell and I was sold. Smell, texture, packaging, etc. Nailed it. So first things first - do Limited Editions drive incremental revenue? Yes. But similar to the “do I advertise on branded terms on Amazon” the data is more directional than factual. For every data point you prove incrementality, there’s an opposite caveat to consider. But the real question is does this drive new to brand / lifetime value? Do you “pull forward” demand and actually fuel additional (incremental?) growth. And therein lies the challenge. The timeframe in which you need to recognize the actual incremental purchase is really the crux of the equation. You can’t afford to have a shopper fall out of your buy window when you’re this close to a cheaper and long standing acqusition. How do you plan to win? I think how this is best done is pairing your Limited Editions around broader investments (promos, ads, events, etc). Use them to drive trial but give them an easy way to adopt longer term quickly.

9

Recent developments at Nike and Lululemon underscore significant shifts in the activewear industry. As reported by Barron's (https://lnkd.in/g2YnFdqH), Nike is poised to eliminate approximately 700 jobs, part of a broader strategy to reduce its workforce by about 1,600 positions, signaling a move towards optimizing operations amid fluctuating demand. Similarly, Lululemon plans to lay off 128 workers, reflecting changes in its fulfillment strategy and infrastructure. These changes occur as both brands, previously buoyed by pandemic-driven demand, now experience divergent stock performances - Nike faces a decline amid slow innovation and increasing competition, while Lululemon, despite a significant year-on-year drop, has managed gains. While acknowledging the real impact of layoffs on individuals, I am particularly intrigued by the underlying consumer behavior and brand strategy within the luxury activewear market. The market's evolving dynamics suggest a shift in consumer preferences, where customers seem to be gravitating towards brands that not only offer value but also continually innovate and resonate with their lifestyle aspirations. This observation aligns with a broader trend where consumers increasingly scrutinize the value of their purchases. An anecdotal example: my wife, a fitness enthusiast, recently switched her preference from lululemon to Sweaty Betty, finding that the latter offers greater real and perceived value. For brands like Nike and Lululemon, the challenge is to stay ahead of rapidly changing fashion trends and consumer expectations. Are consumers merely seeking cheaper alternatives, or is there a deeper desire for products that break the mold and offer something truly unique? The answers, as always, will be dictated by consumer preferences. As professionals in the industry, we must consider how these shifts affect our strategies and decision-making processes. How can brands better align with consumer values to maintain their relevance and market position? What does this mean for innovation in design and marketing? Are qualitative considerations feasible in the face of consumers' rising quantitative concerns? As an economist, I am confident we will understand these patterns in retrospect; however, hindsight offers little solace to clients. Being nimble and adaptable to rapidly evolving consumer preferences is crucial in the short term.

42

5 Comments

Always an honor to share the stage with Gary Vaynerchuk! CMOs and creators need to wake up! Social media and advertising is changing. The most pressing issue we addressed at POSSIBLE? Staying relevant. How do you do that? 𝙎𝙤𝙘𝙞𝙖𝙡 𝙛𝙞𝙧𝙨𝙩 ❇️ It’s undervalued & underpriced ❇️ The only merit-based thing left. People are telling you what they think. Are you listening? 𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙚 𝙬𝙞𝙣𝙨 ❇️ It’s about relevance to each consumer ❇️ That means knowing & segmenting your audience 𝘽𝙚𝙛𝙤𝙧𝙚/𝘼𝙛𝙩𝙚𝙧 ❇️ Win the first second (stop the scroll) ❇️ Post-creative strategy: audit your wins and losses every time! “We romanticize the past, are blindly optimistic about the future, but are failing in the present” -Gary Vaynerchuk. If attention is the modern currency, understanding and adapting to these changes are essential. Do you agree? 📧 Connect with me to explore updating your strategies to maintain relevance in your marketing. **Thank you Gary for the shoutout in your book! #marketing #modernmarketing #possible2024 #marketers #marketingevent

93

10 Comments

My big question of the week. Are you in favor or against your favorite sport league moving games from traditional broadcasts to streaming and why? Here is a great talk with Seth Ader from ESPN talking about the trends of the consumer that they see. I want to share my opinion, which is streaming is better for the fan. From the fans perspective, imagine cutting cable. Right now, either cable or streaming cable would be my (personal) biggest subscription I pay per month. Imagine the NFL moving exclusively to prime/netflix/paramount. The sole reason I have a cable streaming service is sports. And I already have prime/netflix/paramount because THAT is where the best non sports content lives. So tell me, what is your biggest hang up when it comes to moving to streaming?

10

3 Comments

Part of TNT's "Inside the NBA", Charles Barkley is retiring from television. But do you believe him? The reasons behind his decision aren't exactly clear, but one thing is: the NBA's next media rights deal is a microcosm of the shifting landscape of sports media. Money talks. His announcement comes at a particularly intriguing time for the NBA. The league is on the cusp of a monumental shift, as negotiations for its next round of media rights deals are underway. These deals, slated to begin in the 2025-26 season and boasting a record $76 billion price tag over ten years, will undoubtedly reshape the NBA landscape. Slam dunk or getting dunked? Media giants Disney/ABC/ESPN, Amazon, NBC, and Warner Bros. Discovery are all vying for a piece of this lucrative pie. But, there's a significant possibility that Warner Bros. Discovery could be left out in the cold, potentially leading to the demise of NBA games on TNT and Barkley's "Inside the NBA" program. Change...content creators are more like, "Keep the change, ya filthy animal!" The same can be said for the media industry. From newsrooms to bloggers in their garages, changes are afoot and not in a good way. For broadcasters and on-air talent, the rising cost of entry for live sporting events due to big tech and streaming services has a mixed impact. While the potential benefits from increased investment and prestige are obvious, concerns about pressure, job security, and content accessibility will go up exponentially as you add more zeroes to these media deals. With these big "show me the money" deals come with even bigger "show me the ratings" pressure. The pressure to deliver ratings and audience engagement can be immense, potentially leading to a homogenized and less critical approach to sports coverage as broadcasters prioritize entertainment over in-depth analysis. Consolidation within the industry, where fewer companies control more rights, could also impact job security for on-air talent and behind-the-scenes personnel. Calling play-by-play for dodgeball on ESPN8: The Ocho isn't a long-term gig. While Barkley doesn't fall into the group, the focus on big personalities on exclusive streaming platforms could limit opportunities for up-and-coming broadcasters. And with all this going on, there's a paradox at work. While everyone will be under pressure to deliver higher rates, content restrictions could decrease accessibility for fans without subscriptions, hurting overall viewership and public engagement with sports, which ultimately affects broadcasters who rely on larger audiences. While Barkley's retirement is a significant moment, it may simply be a temporary blip in the grand scheme of the ever-evolving sports media landscape. However, for sports fans and the industry itself, it marks a distinct turning point – a passing of the ball, whether readily embraced or not https://lnkd.in/g7wuFsA3 #charlesbarkley #espn #tnt #sports #streaming #nba #media #television #broadcasting

2

I am always excited to see how technology is shaping the way we experience and engage with sports. Tech is making sports more accessible and providing valuable data and opportunities for athletes, sports entities, sponsors, and fans alike. #SportsTech #Innovation #Sports #technology

2

Honored to be asked to join the panel, the conversations shaping the future. X Games Forum will be a full-day conference targeted at uniting the action sports and youth culture communities to explore the state and future of the industry. Panels and speakers will dive into topics driven by progression, authenticity, expression, community, culture and content. The panelists will include top athletes, industry professionals and thought leaders. What can we accomplish together next??

16

1 Comment

Absent from the story about the rise of the WNBA is the most obvious contributor: Sports betting. A recent Wall Street Journal profile highlighted the growing shift in the WNBAs emerging viewership: more young male fans tuning in than ever before. And while in part this is due to recent stars like Caitlin Clark, there is a more obvious influence at play: a window in the sports betting calendar where fans have nothing to bet on but baseball. My hunch is that people tuning in has as much to do with new stars as new stars to bet on. And that’s ok! I’m just surprised why the narrative has left out such an obvious part of the WNBA viewership journey. But it reminds me that brands betting on sports are quite literally betting on people betting on sports. While this will have no ramifications in the short term, there will be a long term trend of sports viewership and betting exploding together, and brands implicitly bankrolling millions of Americans addiction to sports gambling. This will come to a head in 3-5 years. More stories of addiction will seep into culture. Bipartisan legislation will put an eye on this sector of the industry. Brands who flocked to sports for brand safety will start escaping it in the name of it. But until then, we celebrate the other side of the coin: emerging sports who are finally getting their due and recognition, and brands stepping up to the plate to fund overlooked sports properties that need it most. But the script will flip eventually. And it’s because of the most obvious contributor that’s being omitted from the story. https://lnkd.in/eQ7drdDz

21

2 Comments

Your target consumers--and the influencers you use to reach them--aren't always who you think they are. 𝘼𝙩 𝙛𝙞𝙧𝙨𝙩. Many influencer verticals are tough to break into as a new-to-market brand, especially--as you can see by the post below--the fitness space. Which means, you need to think carefully about your point of entry. When our client Kerry came to us for support launching their consumer-facing influencer marketing strategy, they were eager to engage fitness and wellness influencers. However, we knew that, despite offering products that were well-researched and science-backed, breaking into the wellness community was going to A) take time and B) be very expensive. 𝘼𝙩 𝙛𝙞𝙧𝙨𝙩. Why? Influencers worth enlisting in the health/wellness/fitness space have already: ~ carved out routines that bring results; ~ discovered solutions (supplements, equipment, clothing, etc.) that address their challenges perfectly; ~ built their loyal and engaged audience by showing their readers how to do the same following their solid experience and success. Testing new products and jeopardizing their expert status isn't exactly on their bingo card. Instead, we found adjacent communities that ladder into the coveted health/wellness space in order to begin growing brand awareness and consumer sentiment. It was a much more effective route, lowering the barriers to entry into the fitness/health/wellness space. OWYN describes the same journey below. 𝗛𝗼𝘄 𝗶𝘁 𝘀𝘁𝗮𝗿𝘁𝗲𝗱: "...it was no surprise when athletes and fitness enthusiasts initially dismissed the brand." 𝗛𝗼𝘄 𝗶𝘁'𝘀 𝗴𝗼𝗶𝗻𝗴: "Sold for $280 million this week." (Oh, and did you notice they navigated consumer criticism by leveraging influencer marketing in the first place?) If your campaigns aren't performing like you expected, look closely at the communities of consumers you're targeting, and ask yourself if it's time to rethink your target. #marketingstrategy #wellness

2

9 Comments

💸 US Sports betting ad spending is down 20%. What's behind the sudden cutback? Nielsen’s latest report for the American Gaming Association shows a striking dip in 2023 marketing budgets among operators: 👉 Betting ads across TV, billboards, digital, print, and cinemas have dropped 15%.  👉 TV-specific betting ads decreased by 11%. The reason is almost obvious. As the industry stabilizes, ad spending naturally slows down. Having huge budgets at the start was important to snag market share. Now, to stay competitive in a maturing market, you should use targeted ads to reach the right people and try new, creative ways to engage customers. I believe, the marketing approach will get more tailored and optimized. #fsm #digitalmarketing #advertising #sports #sportsmarketing #sportsbetting #sportsbook

29

4 Comments

My Two Cents on: Musk’s $46 billion deal, CarJitsu, another Keurig bites the dust…and more! Today’s Pop Quiz: URL and PDF are acronyms you’re certainly familiar with, but do you know what the letters stand for? Even Yahoo is an acronym - bonus points if you know what it stands for! (Answer in the comments) _______ Never. Again. On Saturday morning, my Keurig coffee brewing system quit without notice. This is the fifth(!) - and last - Keurig coffee maker I will be sending to the landfill. Americans love coffee and convenience. The Keurig home coffee brewer, first introduced in 2004, seemed like the perfect marriage of both. I was an early adopter. It’s been two decades and Keurigs are still too expensive, too noisy and too poorly manufactured. This is a coffee maker that requires more care than an assisted living patient. I’m done. No Keurig, no cry. Can you recommend a coffee maker I’ll love? _______ At their meeting on June 13, Tesla shareholders reaffirmed a pay award of approximately $46 billion for CEO Elon Musk. To put that award in some context: - Tesla only became consistently profitable in recent years. The company's cumulative profits to date are much lower than the $46 billion Musk will receive. - Tesla has delivered a cumulative total of close to 6 million vehicles. If you divide 5.75 million vehicles delivered into that $46 billion, Elon Musk has been awarded $8,000 for every vehicle Tesla has delivered to date. This large per-vehicle figure highlights the unprecedented scale of Musk's compensation package in relation to Tesla's operations and output. _______ Have you ever wanted to bet on the result of two grown adults fighting each other in a car? Now you can. On June 18, the New Jersey Division of Gaming Enforcement approved CarJitsu - a sport where fighters contest a Brazilian jiu-jitsu match in the interior of a car, usually a sedan - for sports betting, the first jurisdiction in the country to do so. The founders of Pro League Network, which acts as the sport's governing body, will almost surely seek approval for CarJitsu wagering in your state soon. _______ Fun fact: the fear of long words is called hippopotomonstrosesquippedaliophobia. The 36-letter word was first used by Roman poet Horace in the first century BCE to criticize those writers with an unreasonable penchant for long words. Now you know! Now try pronouncing it! _______ Finally: According to Expedia’s 24th annual Vacation Deprivation Report, released this week, roughly half of Americans don’t plan on using all their time off this year (53%), despite receiving just 12 days off annually — the fewest of any country surveyed. Is this crazy or what? Take it from a guy who, for too long, took too little time off: take your vacation time! You need and you deserve that time off! Are you intending to use all your vacation days this year? _______ Wishing you a wonderful and blessed Sunday and a productive and successful week ahead!

21

64 Comments

This will fly under the radar, but Reddit, Inc. striking multiple partnerships with major leagues that incorporate exclusive content and revenue share on advertisers should not be ignored. In many ways this type of arrangement is what we should expect to see more of: shared risk and reward and not just straight up rights fees. The result: huge increase in high quality reach and engagement, and new revenue streams unlocked that should have little impact on legacy rights deals. More of this please! https://lnkd.in/eeQMbwPh

19

2 Comments

Recapping some of the gems dropped during the Retox Retreat panel on athlete partnerships for CPG Brands. Aaron Paul did a great job of moderating. Baron Davis and Shadi Bakour and I talked about all the way we found strategic advantages in creating brand partnerships. Take these three points, get creative and start looking for great partners: 1. Build Authenticity in Partnerships: Brands should choose athletes whose values and personal brands resonate with their own. You need this to build trust and to tell a great story. It's why I have such long standing partnerships today. 2. Recognize the Value of Peer Influence: Athletes can do more than post to promote your brand. Find ways to workshop, build think tanks, listen to their perspective, make room for an athlete's peers and their perspective as well - there's so much value beyond the impressions. 3. Identify Synergies that get you greater ROI: Shadi Bakour told a great story about how the right collaborations drove growth at PATH in the early days, Baron Davis told the audience about unique ways to grow exposure on limited budgets, and I talked about the way we use media partnerships to add value when we invest. When you find the right partners, you will get greater value from each dollar. You want partners that expand your reach. Be creative, extract real value and find the right partners. Great event Retention.com - good to see a lot of great brands represented (VITAHUSTLE, PATH, Nutrabolt, Sauna Box and more).

62

9 Comments

ICYMI: Nike and Hyperice are joining forces to take warm-up and recovery to the next level. The news went viral on social media all over the globe this weekend (accounts with over 60m followers reporting on the new tech in over 20 countries). See examples in comments. From the press release: The two brands, known for their innovation in service of athletes, have created the Nike x Hyperice boots and vest — wearable technology designed to help athletes perform at their best throughout training and competition. The brands will release the Nike x Hyperice innovations at a later date, continuing to collectively push the boundaries of what’s possible for today’s athletes. #nike #footwear #apparel #tech #marketing #sportsmarketing #footwearnews #apparelnews #health #wellness #healthcare #sports #sportsbusiness #longevity #biohacking #travel #wellbeing #shoes

258

31 Comments