In the what seems to be a never-ending battle between Nike and Adidas, we all have that one friend who would swear by Puma. What does a pouncing panther have that the slick swoosh or legendary trefoil not have?
A brand is so much more than a logo or name. It can serve as a point of connection for communities or even provide a sense identity and belonging. The best brands not only promote their products, they inspire a new lifestyle, offer the promise of transformation and invest a considerable amount of time and effort on connecting and building up their communities.
While it might be difficult to nail down the exact definition of a brand, Seth Godin, the best-selling author, and marketer, comes pretty close.
A brand is the set of expectations, memories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another
In that spirit let’s explore the top 10 sports brands and their best performing posts on Instagram.
Stats provided by Popular Chips an Influencer Marketing Analytics Platform
1. Nike (71.5m followers)
That is right. Nike just did it again. They are the most followed sporting brand on Instagram. This short video about Marco Materazzi, an Italian soccer legend and his passion for Jordans received a whopping 4.8 million views. The video starts off with “When there’s a story. It has to be followed.” We followed and we couldn’t agree more.
2. NBA (22m followers)
NBA, the basketball franchise has 30 teams ranging from the Los Angeles Lakers to the Boston Celtics. Regardless if you are a fan of basketball or not, it’s hard not smile at this whimsical 4th of July greetings.
3. Adidas (14.2m followers)
Adidas launching the world’s first fully interchangeable football cleat. It allows the user to combine differently colored uppers and chassis for an even more personal football boot experience. Talk about bringing personalization to a whole new level. Mind sending us a pair of these?
4. Jordan (12m followers)
Die-hard Jordan fans know this legend. His Airness was to be grounded for the pivotal 1997 swing game between the Chicago Bulls and the Utah Jazz. He did not let the stomach flu stop him. He pushed himself and his undeniable heroism led the Bulls to win by 2 points. Michael Jordan beating both the flu and the Jazz definitely deserves #GreatnessOvercomes.
5. Premier league (11.6m followers)
I am sure we all missed Newcastle United in the Premier League but fret not. They secured promotion with an emphatic 4-1 victory over Preston at St James’ Park. Is it me or does Rafael Benitez look relieved?
6. NFL (9.3m followers)
That is right. There is only one beast mode and his name is Marshawn Lynch. He is set to return after a 20-month absence. I am sure I am not the only one glad that the Raiders and Seahawks finally sealed the deal. Seems like more than 400,000 fans are glad too!
7. Vans (7.6m followers)
Most of us know Vans for their “off the wall” sneakers. This collaboration between Vans and Lina Assayed, a fashion blogger is a great example of a brand that constantly engages with its community through influencer marketing.
8. Converse (5.6m followers)
Nothing says “Shoes Are Boring. Wear Sneakers” better than this post by Converse. Sharing their Chuck II Spacer Mesh Collection, this is one of the top posts for Converse. Another great example of an established brand (founded in 1908) constantly adapting to the latest trends to engage their customers.
9. Puma (4.3m followers)
Puma created a new Instagram handle in support of its women’s clothing line. Its community focused on celebrating brave, confident and determined women. Did you know that Puma is the only sports manufacturing company that doesn’t have a slogan? Go #PUMAWomen!
10. MLB (3.4m followers)
Finally, who can forget Chris Coghlan’s spectacular home plate dive where he jumped over the catcher’s head to score! It is no surprise why this post received over 1 million views! Seriously, go watch it!
From Nike to Puma, MLB to EPL, we have explored all four directions of the top sporting brands on Instagram. The one thing all these 10 brands have in common is that they are great examples proving consistent and captivating visual content is a great way to engage and nurture communities of brand advocates.
Wonder how your Instagram account stacks up against these giants? Find out more here. Thanks for reading and if you believe we have missed out any well deserving brand on our list do let us know!