Over the past decade sportswear has changed its role, simply worn for technical clothing for sport, and now it’s dual role for day to day streetwear and fashion combined, and with it, the retail experience.

Whatever brand someone chooses to wear is driven by their behaviour towards the tribal effect; driven by the need to be associated with others known to wear that all-important badge; social media and instore provide shoppers with reassurance and justification for buying into the tribe.

There is still a need of self-expression for shoppers within the tribe. Wanting to fit in but at the same time have individuality, and so personalising their kit is very appealing. And, as the relevant technology becomes more accessible to retailers, the retail space makes this an experience based on desire.

Big sports brands are using this as part of their wider plans to draw customers in store? Re-enforcing their brand values and a clear destination for shoppers to purchase and resulting in shoppers avoiding functional online discount retailers.

Nike and Adidas showcase their flagship store with their association of high profile sports personalities and tech by using large video screen displays to capture attention from the word go, creating personality in the windows and engagement primarily driven by an immersive experience that enables customers to personalise mass-produced items such as boots or trainers.

In-store running machines allow customers to try the fit and feel of trainers. Using the latest sports science, the customer’s stride is analysed on the machine to determine whether their performance could be enhanced. It’s a great piece of instore theatre, but also adds value for shoppers, making their trip to the store more informative and entertaining.

Fitting ‘selfie mirrors’ – pleasing lots of tech-savvy audience with instagrammable moments.

Brands adding a community with run group exercise and relaxation classes, further reinforcing the brands sporting expertise. The classes add a sense of theatre and scale to stores, turning an everyday shopping trip into an immersive experience, and giving customers an additional incentive to visit. The sports retailer’s investment in interactive technology provides us with a seamless shopping experience.

As an agency, influencing behaviours is core to what we do and applying Behavioural Economics to marketing communications is a natural progression. If you are interested in understanding more about how we do this get in touch now.

Find out more about the connection between consumers and behavioural economics in our latest report on the top trends driving consumer behaviour. Download it here.