This week we recap the Snowmageddon that was the Drenthe weekend. Sarah catches us up on some interesting developments in the world of marketing for women’s cycling. I teach Sarah about farming (including how to plant a chicken) and we swear a bit too. Early on I extol the virtues of the metric system and we take a look at the upcoming races this weekend.
If you’d like to access your regular dose of sweary cycling-ness via iTunes, then we’ve got you covered.
Things we talked about this week:
The Ronde van Drenthe World Cup
More after the jump!
It’s been one of those weeks, where suddenly I’m seeing all kinds of things about marketing, cycling and women, so here’s a selection of links to some things I found interesting.
Firstly, I am still in love with the adidas #mygirls campaign. You can read my thoughts here, but more and more things keep hitting me about it – for example, isn’t how they show hair interesting? Usually sports adverts have women with long, glossy hair cascading out behind the woman – and I have to say, that’s never how my (admittedly long, blonde) hair looked in any sports I did. There’s the interesting cultural differences highlighted in Bara’ah in Jordan wearing her hijab, and Asisat in Nigeria with hers in plaits, that adds to the whole “united around the world” vibe, while feeling very natural – but Hannah‘s hair is tied back and hidden by a bike helmet, and Ingrid‘s is tied back and wet from the water – and I think that just accentuates the aspirational, real vibe – this is how we look when we do sports, and don’t we look great?
I’ve mentioned Collyn Ahart‘s writing on the blog before, but there are some articles she wrote that she linked to in her #mygirls post that I really liked. Collyn does a lot of work on marketing and brand strategy, and I loved her post on sports marketing to women, the issues with the three main ways sports brands target women:
Sometimes I see an advert that just grabs me, and says something so right, that makes me smile so much, that I think “fuck it, from now on, I’m only ever buying from you”. Yes, I know the primary goal is to make money, but bloody hell, the adidas #mygirls campaign does so much more, I can’t stop watching the ads. Here’s the cycling filmette, featuring Hannah Walker of Matrix Fitness Racing Academy and a group of young British cycling girls like Penny Rowson and Eli Thorogood of the Breast Cancer Care Cycling Team. And below the jump I’ll try to be a bit more sensible about why I love these ads.