Olympic Sex Symbols

FHM cover While the original Olympics may have included naked athletes, the current Olympics is definitely coming close to that ideal—especially in sports like beach volleyball. I’m always checking Yahoo! to see what stories and photos are “most popular” online and for the past two weeks its been homoerotic photos female Olympic athletes embracing after victory, patting each other on the…you get the picture. I guess teens get the picture, too. Buzz Marketing sent over a nice summary of how this year’s Olympic games and the subsequent ads and sponsorships featuring athlestes may have crossed the line between sexiness and lack of taste.

From their release:

“High Jumper Amy Akuffa has posed for Playboy, and then partnered with
volleyball player Logan Tom, long jumper Jenny Adams and swimmers
Amanda Beard and Haley Cope for a seductive FHM cover.  But it is not just the women that are sexy- swimmer Ian Thorpe has started an underwear line.”

Buzz’s Blue Fusion research division asked their teens what they thought of the sexiness factor in this year’s Olympics and found “Gen-Y appreciates an athlete who’s not in a regular sport like football or basketball, but the use of heavy sex appeal is transparent to the savvy teen viewers.” Basically all this skin is rubbing today’s now modest/preppy/conservative teens the wrong way.

“While watching the male swimmers splash to the finish line at the
Olympics, one thing was on my mind - why were their swimming trunks so low and tight?...Are they trying to be the next breed of athletes turned sex symbols?...(Making their sport top priority) instead of a Hollywood/sex symbol/make more money attitude I truly believe would make them more sexy.”

Danasia, 17, Ft. Lauderdale

 

 
 

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Millennial News Feed

Quote of the Day: “You want me to list every concert I’ve been to in the past year? Are you nuts? I've been to like 30 so far this year.”

—Male, 29, NY

Forget the ping pong tables and free food, Millennials really want a tech-smart workplace. A new study from Dell and Intel has revealed that 80% of 18-34-year-old workers prefer tech-forward perks like augmented/virtual reality than other low-tech perks at their workplace. They are so driven by digital capabilities that 42% say they wouldn’t hesitate to leave their jobs if the environment wasn’t up to par with what they consider “smart.” About three in five say they expect technology to become advanced enough to longer need face-to-face interactions in the future. (Parent Herald)

Branded content is not only a way to reach the ad-skipping generation, it’s also producing results. A recent Nielsen analysis found that branded content generates 21% more brand recall than a pre-roll ad, and is giving brands a boost in perception: affinity for branded content averages 28% in comparison to 18% for pre-roll, and purchase intent is 14% for branded content compared to 11% for pre-roll. The analysis also found that 40% of consumers say they “probably will” or “definitely will” view branded content on future TV/video episodes. (MediaPost

Victoria’s Secret is making a not-so-subtle play to attract Nike consumers to their brand with Victoria Sport, their new athleisure division. The brand has been slowly shifting its image from sexy to athletic to coincide with Millennials’ preference for “being fit [and] strong,” and buying clothes that reflect that. On the new line’s website, Victoria Secret calls out Nike with a quote from one of their Angels saying, “When I tried these, I threw out all my Nike bras." (Business Insider

“Brand love is alive and well with the Dew nation." After Mountain Dew asked fans to vote on which limited-edition flavor should become a permanent fixture in stores, Baja Blast or Pitch Black, a three-month long voting campaign inspired crazy stunts and drew in nearly 5.8 million votes. To encourage votes, the brand hosted an event inspired by ‘90s favorite GUTS Aggro Crag, and challenged fans on social media to bathe in or dye their hair the color of the beverage they wanted to win. Fans complied, and in the end Pitch Black was the ultimate winner with 50.5% of the votes. (Adweek

Millennial small business owners (SBOs) are “in it for the long haul.” A study from Wells Fargo revealed that 80% of 19-35-year-old SBOs plan to grow their business for many years and eventually pass them along to their children, and nearly 60% say that being passionate about their work is what drove them to start their business, compared to about half of older SBOs. Millennial SBOs are also more willing to put it all on the line: 67% are willing to take financial risks to get them there, while only 54% of older SBOs said the same. (Entrepreneur,The Street

“I like Beyoncé, because she's a force to be reckoned with in most aspects of her life. She shows how to be a strong female.”—Female, 26, CO

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