Understanding the Varsity Athlete
The Challenge
An athletic apparel brand needed deeper insights into the varsity athlete segment to differentiate themselves in the competitive athleisure market and identify growth opportunities.
Our Approach
- Conducted lifestyle immersion studies with varsity athletes
- Analyzed athlete journey from training to competition to recovery
- Mapped emotional and functional needs across different sports
- Identified key moments of truth in the athlete experience
The Solution
We discovered that varsity athletes weren't just looking for performance gear—they were seeking products that understood the mental game as much as the physical. We developed a brand strategy centered on 'Competitive Mindset,' positioning the brand as a partner in both physical and mental preparation.
Results & Impact
New product line targeting mental readiness launched successfully
25% growth in varsity athlete segment within 6 months
Brand perception scores increased significantly for 'understands athletes'
Partnership opportunities with college athletic programs
"The depth of athlete understanding Markyra brought was unmatched. They helped us move beyond features to what truly motivates varsity athletes."
Brand Director
Athletic Apparel Company