Athletic footwear, clothing, and gear brands are using “actions and authenticity” to appeal to Millennials, shifting from sports celebrity and product performance marketing tactics to focus on personal growth and connection.

Athletic footwear, clothing, and gear brands are using “actions and authenticity” to appeal to Millennials, shifting from sports celebrity and product performance marketing tactics to focus on personal growth and connection. Spalding, Keds, and Asics are using messages of self-empowerment to pitch their footwear to a generation that doesn’t “appreciate preachy ads” and wants “an experience and not just a product.” Converse most recently tapped into Millennials’ “sense of adventure and their love of video games,” with an interactive mobile game that lets users experience a trip to the top of a skyscraper with “extreme climbers.” (Adweek)