Juxtaposing Sport and Public Health: The Case of Fit University, Inc
Journal Title: Choregia - Year 2014, Vol 10, Issue 1
Abstract
The purpose of this research was to examine a childhood obesity initiative that successfully used strategic brand management as a fundamental aspect of its mission and goal to promote physical activity through sport, fitness, and education. Using the case study approach, we evaluated Fit University, Inc. (Fit U) in order to identify brand-related characteristics of a successful public health initiative using sport, fitness and education to reduce childhood obesity. The researchers and creators of the initiative used existing sport and fitness-related branding literature to create brand awareness and brand associations (i.e., brand equity) among the program participants and sponsors. Moreover, the researchers implemented brand development components such as brand 1) positioning, 2) brand personality, and 3) brand execution in order to connect with the target audience. In the context of this case study, we examined how university researchers in the areas of public health policy, sport, and fitness partnered with Ronald McDonald House of Charities and the Indianapolis Colts NFL Play 60 campaign to create and administer a six-week branded fast food education and physical activity school-based initiative. We conclude that the use of commercial marketing strategies such as brand management might prove to be effective in engaging and promoting physical activity, sport participation, and nutrition among adolescent children. As per our findings, more than 80% of participants strongly agreed that the program was effective.
Authors and Affiliations
Antonio S. Williams| Department of Kinesiology, Indiana University, US, Benjamin K. Wright| Department of Kinesiology, Indiana University, US, Crystal T. Williams| Barnes & Thornburg LLP.
Keywords
Related Articles
- EP ID EP12600
- DOI http:dx.doi.org/10.4127/ch.2014.0087
- Views 422
- Downloads 26
A Study to Examine Differences in Sporting Event Direct Spending Survey Methods
This study examined differences between direct spending reported through in person surveys administered during a sporting event and online surveys administered after the event’s conclusion. The same direct spending an...
U.S. High School Girls Sports and Booster Clubs
This paper explores United States high school booster club activity and its potential effect on gender equity by examining high schools’ booster club models – one all-school, all-sport booster club or a booster cl...
The Relationship between Self Confidence and Sport f-C Commitment with Sport Identity in the Elite Gymnasts
In order to determine the relationship between self-confidence and sport commitment with the sport identity of the gymnasts of the premier league and the Iranian national team, a correlation study was done in which 120...
THANOS KRIEMADIS & ANNA KOURTESOPOULOU
In the age of international competition in today’s economy, companies must train their employees and prepare them for jobs in the future. There are many different types and educational approaches in human resour...
Relationship Between Communicational Skills and Barriers to Individual Creativity of Sport Boards of Guilan
The purpose of this study was •ganalyzing the relationship between communicational skills and barriers to individual creativity of personnel of the Department of Sports and Youth and Sport Boards of Guilan•h. The n...