All Eyes Should Be on the WAGS
Not only are WAGS the future of sports, they are the future of influencing.
In today's world, influencers have a significant impact on our lives. We look up to them, purchase what they suggest, and sometimes even model our appearance and personality after them.
However, a shift in the influencer landscape is underway. In recent years, a new breed of influencers has emerged - WAGS, the wives and girlfriends of professional athletes. What sets them apart is their unique viewpoint, offering an insider's look into the world of sports. They share the excitement, challenges, loneliness, and thrill of being the most prominent supporters of athletes, a perspective that no other influencers can provide.
Historically, professional athletes have always had a strong fanbase, but the dynamics have shifted. WAGS have emerged as a powerful force in the sports industry, breathing new life into professional sports. Their content, ranging from game-day outfits to GRWM tutorials, party ideas, and game-day vlogs, has captivated millions of viewers. They foster a strong sense of community among teams and fan bases, making them a force to be reckoned with. After all, Taylor Swift is a WAG.
They are mostly, they are relatively underrepresented in promotional events hosted by brands. However, women like Claire Smith and Allison Kuch have gained immense popularity on the internet and have shown that including them in such events is crucial.
Integrating WAGS into their marketing strategy can be a game-changer for any brand, particularly lifestyle-sports brands. Take Equinox Fitness Club, for instance, a brand that could leverage the popularity of WAGS by collaborating with wellness companies like ALO, Lululemon, or Rare Beauty to organize a brand trip centered around WAGS. This initiative would not only boost Equinox's visibility but also underscore the influence and recognition WAGS deserve as influencers. Similarly, beauty brands like Tarte or Charlotte Tilbury could partner with WAGS to offer game-day glam before select games, further enhancing their brand appeal.
Clothing brands have the opportunity to get involved in their traditions, such as wearing matching outfits during playoff games. For instance, during last season's MLB playoffs, the fabulous WAGS of the Philadelphia Phillies wore matching overalls after the team sported them during the divisional round. Similarly, the NHL WAGS design matching jackets if their team reaches the playoffs. By sponsoring these traditions, brands can recognize WAGS's influence as real influencers.
WAGS are becoming an increasingly important part of the influencer industry. They offer a unique and refreshing perspective to many brands, providing a fun, loving, and authentic view of the sports we all love. It's high time they receive the recognition they truly deserve.