Why We Play: How Millennials Are Rewriting Sports Marketing

Product Description

Why do we play? We play because we want to win. We choose to change something. We want to be remembered. Millennials are an interesting bunch, according to author Yasmeen Sharara. The issues that matter to them are very different than the issues that mattered to their parents, or to generations before. They value more than simply making money; they want to follow their passions, their goals, and their aspirations in a variety of rewarding ways. Millennials seek that satisfaction through a combination of money, doing the right thing, and working for a company that believes in the same philosophies as they do.   How do millennials define what an athlete is? Some would say, “it's when you put yourself out there and play the game.” The definition of what an athlete is has also changed; a by-product of that are the novel ways that sports companies are targeting today's consumers. Millennials idolize athletes far differently than their parents did. Tom Brady and Michael Phelps are prime examples who have proved that age is only a number. Think about the “This Girl Can” campaign that uses Missy Elliott's song, “Get Ur Freak On” about how a woman can do what she wants - “sweat like a pig,” “feel like a fox,” “kick balls” just because she can.    Why We Play: How Millennials are Rewriting Sports Marketing is a book that describes one college woman’s venture into what so many have said is a “man’s world,” and how staying true to her beliefs and passions helped her succeed in this “man’s world.” It is about how a young woman seized every opportunity to fall down seven times but get back up eight times. It is about one woman who did not let the status quo define her.  And, most importantly, it is the proof that following the road less traveled is far more rewarding in every way.

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