Athletes vs Influencers

1 % Better - Hidden Stories in Sport

Allison Lynch is a marketing and communications executive with 12 years of experience. This has included roles as Sr. Marketing Manager, US & Global Running and Coros and Senior marketing manager, running & women’s performance at Whoop.

She joins us to discuss athletes vs influencers following a piece she wrote recently.

(00:00) Introduction

(03:03) David’s Training

(06:00) Xylon’s Documentary Work

(11:52) Interview Starts

(13:10) How did Allison get into Marketing?

(14:27) How did Allison End up Joining Whoop?

(18:14) How did Allison Start Working with Coros?

(20:58) What was Whoop’s Initial Strategy?

(26:07) How do Brands Think About Elite Athletes vs Influencers?

(29:23) What is the Strategy Allison Used with Elite Athletes to Create Campaigns?

(33:08) What are the Ethics of Influencers?

(37:28) Why Do People Relate to Infleuncers?

(42:00) What Are Elites vs Influencers Earning

(43:20) What Do Companies Value from Elite Athletes?

(46:16) What Would a Company Expect in Return from an Influencer?

(50:33) Are We Seeing A Reduction in Influencer Marketing?

(54:25) Where is Sports Marketing Heading?

(63:22) Solving Elite Running’s Marketing Problem

(69:35) Advice for Athletes Working with Brands

(78:20) Outro and Review

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Links to Allison:

Instagram: @allimary_

Website: https://www.allisonmary.com/

Article on Athletes vs Influencers

https://amatterofbrand.substack.com/p/influencers-vs-athletes-the-bubble

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