Gen Z’s rejection of tradition and uniformity have helped reposition athletes no longer as otherworldly elites but human beings with hobbies, quirks and weaknesses, just like the rest of us. The success of Simone Biles’ Netflix documentary or Tom Daley’s knitting instagram page (now with one million followers) offer two cases in point. We like to feel like we are getting closer to the messy, unfiltered personalities of public figures. Gen Z cares about the story just as much as the outcome.

This is epitomised by the cultural zeitgeist of “brat”. Since British singer Charli XCX’s tweet “kamala IS brat” amassed millions of retweets and reorientated a presidential campaign, the world has been trying to figure out what it means. Essentially, ‘Brat’ is an unapologetic embrace of the messy, unfiltered girl.

Charli XCX isn’t selling a flawless image – she’s promoting authenticity. Think baggy jeans, frayed tops, and Bic lighters; never perfectly posed selfies. This raw, unfiltered approach and all out celebration of individuality is evidently resonating with Gen Z. Marketers are taking note, even presidential ones. The Democrat association to ‘brat girl summer’ opened the door to next gen voters previously deterred by a candidate who didn’t exactly speak their language.

Now take a look at the current summer of sports. The ex-paralympian behind the official Paralympics TikTok account recognised the power of humour and edgy personality to drive fandom. The account has reached 3.2million TikTok followers by pairing clips of Paralympians with viral sounds in a bid to ditch squeaky-clean inspiration porn. Some love it. Some don’t. But it is catapulting the Paralympics into the realms of Gen Z unlike ever before.

Another example lies in Ilona Maher, USA Olympic rugby player. Over the last two weeks her irreverent posts (think Love Island-inspired clip about finding a romantic partner while at the games) have helped her single handedly skyrocket the popularity of women’s rugby. She is now the most followed rugby player, ever. Since her bronze medal achievement, $4million in additional funding has been granted to the American women’s rugby league. 

For marketers lessons lie in embracing personality. Peel back the layers of perfectionism to show charisma. Be a little brat. 

The striking image of surfer Gabriel Medina exiting the ocean isn’t just a beautiful image, it captures the Olympics in a moment of inflection. Organisers are crafting stories, delivering content and platforming sports to meet the demands of a group notorious for its fragmented media consumption. From long form content that take viewers behind the scenes of athlete lives (Netflix’s ‘Sprint’) to social media snippets that thrive on drama. 

What’s more, new sports have been added to the Olympic roster – skateboarding, surfing and BMX-biking. For the Olympics it is a chance to refresh the appeal of the games. For brands, it is an opportunity to resonate with young people in sports, support sports with low barriers to entry and forge a strong sense of community.

Samsung hooked on to BMX biking and skateboarding, with its new brand platform “Open Always Wins”. The campaign advocates for an open mindset to try new things, the determination to push the limits of what’s possible and a culture of inclusivity. 

Gender equality has become a major focus with Paris the first games in history to reach full gender parity. Again, an opportunity for relevant brands to champion and build brand equity. Glossier have tapped into the rise of Women’s Basketball by becoming the first ever sponsor of the WNBA, and subsequently Team USA for Olympics 2024. 

Sport. Fashion. Music. The three have always been enmeshed, but Gen Z have only deepened the symbiosis.

Twenty years ago, you would have never seen Bukayo Saka sitting front-row at Burberry, London Fashion Week. Or Crystal Palace Football Club appoint Kenny Annan-Jonathan in a role exclusively dedicated to apparel and fashion partnerships. Both examples herald a new era of collaboration and creative expression for football. 

But it’s not just sport influencing culture. Culture is now determining who gets to represent sport. British-Jamaican designer Martine Rose reinterprets British sports culture through a diasporic lens, Snoop Dogg has become the face of the Olympics in full Equestrian dressage get-up, and Taylor Swift has become an ‘unexpected broker between girlhood and jock fandom’.

Yet too often, purpose marketing feels a far cry from the dynamic milieu of sport and culture with its stock photography of cheering children.

The key takeaway: purpose marketing in sports needs to be more brat! Embrace individuality. Champion humour. And do it with credibility. Young fan communities can propel just about anyone into the glorious rays of the cultural spotlight.