YPulse data shows the vast majority (71%) of Gen Z and Millennials consider themselves sports fans—and that means that all brands, not just sports-focused ones, can use this key interest to their advantage when attracting young consumers. While brand-athlete collaborations have always been a sports staple, young people want to see athletes and brands link up on and off the court, meaning any brand can make an athlete collaboration work for them. But some brands and products are more likely to be influenced by an athlete endorsement than others for Gen Z and Millennials—though perhaps not the ones you expect. In our Sports and Athletics report, we ask 13-39-year-olds what they would be more likely to purchase if an athlete promoted it, as an open-ended question, so they could name any product. While many might assume that sports-related items are the natural first response, our data shows they’re actually not the most popular. Instead, a few other items come to mind first for these gens when thinking of an...
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