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 421
- Downloads 26
Competencies of Track and Field coaches. An Exploratory Study
The aim of this study was to construct a questionnaire to identify the knowledge and skills needed by track and field coaches in Greece to perform their role. Following standard procedures, an instrument with 42 items...
Women’s Football: Still in the Hands of Men
This article focuses on the experiences of a group of women footballers growing up in England. It specifically looks at their similarities and differences in relation to how they entered the world of football and whether...
Estimating the World Series Gap Effect on Attendance
The paper empirically tests American attendance factors at Major League Baseball games. The results show that a team’s winning ratio, playoff appearances, stadium capacity, games played, and moving to a new city are...
Identifying competencies of boxing coaches
The purpose of this study was to find out the management skills required by boxing coaches to administrate their clubs. For the purposes of this study a scale was constructed which was answered by 98 boxing coaches. E...
Legal Aspects of the Players' Agents Licensing System in Football
Sport entities have always tried to protect their autonomy from interventions. This status has been seriously put into question by the authorities of the European Communities and especially by the Court of the Europea...