This post was created in partnership with DNA Vibe
Key takeaways
- Community-centric sports campaigns can create long-term value.
- Athletes can serve as strong messengers and advocates for brands.
- Brands should vet athletes before partnering with them and encourage them to be authentic.
Fandom and culture have redefined what it means to win in marketing today. From social trends to influencer-led moments, brands have discovered that engagement, participation, and cultural relevance create a better experience than traditional reach or impressions.
During an ADWEEK House: The Big Game group chat co-hosted with DNA Vibe, industry leaders explored how community-driven campaigns can create lasting value around major sporting events and beyond.
Uniting communities with a movement
Maria Del Rio, CMO at DNA Vibe, a leader in regenerative wearable technology, opened the discussion by sharing how the company recently launched SHINE, a movement to help people and communities reach and sustain their highest potential.
Del Rio explained that the movement is about more than generating awareness; it’s about generating trust and something that lasts. For DNA Vibe, the company has a two-part mission: to support better lives for athletes and to build a better community.
“We’re trying to make sure that there is a healthy community that is producing healthy people, healthy athletes,” Del Rio said. “If you invest in people and if you do the right thing, the results will come. The trust will compound.”
Jimmy Smith, founder of Ad Legends and chairman, CEO, and chief creative officer at Amusement Park Entertainment, shared that he was excited “to get to express what I’m about in the way I want to express it,” through his work with SHINE.
