Gen Z Insights: March 2024
March Madness has officially begun, captivating audiences nationwide. Brands across the country are seizing the opportunity to expand their consumer base by sponsoring the tournament or individual star athletes. Meanwhile, 98Strong is not only focused on capitalizing on this moment but also on fostering consistent growth for our partners.
To commemorate this thrilling period in college sports, 98Strong is stoked to introduce a 98Strong's March Madness NIL Challenge. 1,000 student athletes participated in voting for the top industries they represent through NIL partnerships. Below, you can checkout the full challenge result to discover which industries and products emerged victorious in this engaging challenge.
March Madness Infographic
In a survey Bracket Challenge focusing on the primary industries of CPG and Apparel, 1,000 Student Athletes voted on their favorite sub-categories, resulting in Energy Drinks and Athleisure emerging as the finalists.
While some may have anticipated Hydration Support to be a strong contender, the presence of Energy Drinks and Athleisure in the final round is unsurprising. Given the success story of C4 Energy, highlighted in this newsletter, it's fitting for the energy drinks industry to emerge victorious.
This outcome underscores the resonance of products like C4 Energy within the athletic community and highlights the importance of aligning offerings with consumer preferences, particularly in sectors closely related to health, fitness, and performance.
Student Spotlight
Matthew Mule
“Working with Halfday Iced Tea and being able to freely be who I am by representing their brand made it so much more enjoyable, especially when the brand connects with you on a personal level. As an athlete, I am always looking for something healthy that tastes great after tough workout days and Halfday is the perfect drink for that.. The branding of the product is what really drew me in and the team of young adults makes the content for the campaign worthwhile! My fridge is always stocked with Halfday now!”
University of Florida: Track & Field - @m.mule22
CO2 Case Study
Throughout 2023 and into 2024 C4 Energy activated nearly 600 top NCAA Student Athletes in targeted regions to drive growth across the college space, enhance trial and support Walmart and Target locations near campuses. In parallel, each month, athletes supported new SKU launches from drinks to powders.
The results were outstanding averaging a 11.1% engagement rate across social media- nearly 7X industry average. While outperforming our KPI Impression goal by 133%! Check out the full success story in the Sizzle Reel above.
Looking Ahead
Year 3 of Name, Image & Likeness(NIL) continues to be an amazing one. 98Strong is looking forward to helping brand partners from all the industries highlighted in this newsletter deliver authentic Gen Z influence through NIL and our unique approach. If you are looking to learn more, let's get a call on the books!
Andrew Mavis
98Strong, co-Founder & CEO
