The Exploration of Consumer Emotion in The

Decision-making Process for Sportswear Products

Lui Tin Nok, Leonard

Abstract

Consumer Decision Journey (CDJ) plays a significant role in most consumer-oriented

products, especially sportswear, because brands in this industry focus on the lifestyle theme.
Through lifestyle, the brands intend to stimulate the emotions coming from consumers. The
global sportswear industry is highly competitive, with leading brands such as Nike and
Lululemon competing aggressively for consumers’ attention and brand loyalty around the
globe. To succeed in the sportswear industry, brands are finding methods to develop a
sophisticated understanding of how emotion impacts consumer behavior through the
consumer decision journey, which involves consumers’ search for a product, product
evaluation, purchase of a product, and post-purchase evaluation.

Introduction

This study aims to provide new insights into how dynamic responses impact and
guide consumers’ choices within the sportswear product category. The research explores how
marketing techniques shape real-world shopping behaviors over time by focusing on
emotional appeals. Specifically, this research examines the impact of past marketing
campaigns on consumers across four leading brands: Nike, Adidas, Under Armour, and
Lululemon. The results and data in this study were collected through several methods,
including prior scholars and interviews. The discussions revolve around how consumers feel
and think about sportswear brands and how brands can stimulate consumers’ emotions
through marketing. The questionnaires revolved around the influence of sportswear brand
marketing on consumers’ decisions to purchase. This study analyses campaigns from the four
brands in the past twenty years that focused on stimulating emotion-based appeals such as
motivation and excitement.

Consumers have more incentive to purchase sportswear products after noticing an

advertisement that aligns with the individual’s ideal lifestyle. However, the impact depends
on how sportswear brands understand their target market and the message framing that hits
the right audience. For example, stimulating consumers’ feelings of social belonging
increases the likelihood of core brand loyalists purchasing. However, spreading negative
sentiments such as fear decreases the overall shopping propensity. Long-term relationships
between sportswear firms and their consumers can be built through lifestyle affiliations or
product repurchasing consistencies.

Brand Analysis

This research focuses on the sportswear industry. Therefore, four successful

companies, including Nike, Adidas, Under Armour, and Lululemon, are selected for further
analysis. The analysis structure is categorized into company introduction, a prior notable
marketing campaign, and results shown from the preceding movement.
 Under Armour is one of the largest brands in the sportswear industry that focuses on
fabric technology and sells at a higher price rather than providing an affordable sportswear
product. The targeted audience is sports players and athletic people. This firm keeps most of
its marketing strategies in-house, meaning all marketing campaigns are not outsourced.
Under Armour reaches consumers last mile through both direct and indirect distribution
channels. The direct channel includes the self-owned Under Armour stores, which can be
separated into brand and factory stores, meaning stores that showcase newly released
products and fabric technologies, and outlet stores, respectively. This channel also includes
Under Amour’s online shopping store, which offers shipping to more than two hundred
countries and contains the entire range of products available. The indirect channel is through
retail stores, which include Dick’s Sporting Goods, Sport’s Authority, Giga Sport, etc.
Wholesale accounts for 58.7% of Under Armour's total net sales share by its distribution
channel.

Under Armour has launched a variety of emotional campaigns throughout the years.
In 2014, the “I WILL” campaign was launched. This campaign aimed to showcase athletes
from diverse backgrounds, races, and genders who were shown winning against tough
opponents. It was a multi-channeled campaign shown on print, TV, radio, and other mediums.
A key highlight of this campaign was the focus on a ballet dancer, Misty Copeland, who had
been criticized for having the wrong body type for ballet. Despite the criticism, Misty
Copeland continued to pursue her dreams of ballet and eventually became successful. The
message of this campaign was to inspire others to push through barriers and believe in
themselves.

As mentioned, Under Armour’s target market is young adults and professional

athletes at all levels. What set this campaign apart is how Under Armour approached its target
audience. Instead of focusing on market segmentation analysis, Under Armour focused on
psychographic segmentation to determine what would impress the targeted age. The firm
wanted to know consumers' beliefs, values, and reasons for buying Under Armour products.
During Under Armour’s analysis of the female market, the firm went deep into psychological
impacts and the point of view of the female audiences. It was shown that the notion of
females is inherently more straightforward to share sympathy with. After the analysis, Under
Armour created this campaign, which was more immersive, transformative, and relatable
through emotions. As a result, the campaign produced 5 billion media impressions
worldwide, Under Armour earned USD 35 million in media, and has led to a 28% increase in
women’s sales. Hence, the search for Under Armour’s official web store, “UA.com,”
increased by 42%.

Lululemon is a sportswear brand well known for its comfortable material in

sportswear, which highly recognizes the importance of emotional marketing in building a
dedicated community of consumers. One notable campaign that showcased Lululemon's
effective use of dynamic marketing is the "This is Yoga" campaign. This campaign was
launched in 2014; it aimed to redefine the idea of yoga beyond physical exercise and promote
it as a lifestyle encompassing self-expression and personal growth.

The "This is Yoga" campaign appealed to consumers by emphasizing the emotional

benefits of practicing yoga. Lululemon underscored that yoga is not solely about physical
fitness but also mental well-being. Practicing more yoga will eventually lead to a positive
mindset, ultimately leading customers to succeed. The campaign featured real people sharing
their personal stories of how yoga had positively impacted their lives, showcasing the
emotional transformation and empowerment experienced through the practice.

This campaign is similar to Under Armour's "I Will" drive, as both attract consumers
by showcasing authentic stories of individuals who overcame challenges during their path of
dream-chasing but eventually became successful. Lululemon effectively connected with its
target audience. The campaign aimed to inspire and motivate consumers to embrace yoga as a
holistic practice that can enhance their overall well-being. Through emotional storytelling,
Lululemon positioned itself as a brand that understands and supports its consumers’ needs
and wants for personal development and self-improvement.

A study from Ipsos indicates that 92% of respondents who have noticed the "This is
Yoga" movement felt inspired to try yoga or deepen their practice. Additionally, the campaign
led to a 31% increase in yoga class attendance at Lululemon stores during the campaign
period. These statistics demonstrate the effectiveness of emotional marketing in driving
consumer engagement and behavior.

Lululemon's emotional marketing in its "This is Yoga" campaign was successful. This
campaign showcased the power of connecting with consumers on an emotional level. By
emphasizing the emotional benefits of yoga and featuring authentic stories of personal
transformation, Lululemon pulled consumers in by understanding their desires for self-
improvement and mental well-being. The research statistics above also demonstrate that it is
practical to use emotional marketing in driving consumer engagement and inspiration act.

While Lululemon focuses on the quality of athletic products, Adidas focuses more on
its consumers and increasing brand credibility. Adidas has successfully used emotional
marketing by establishing a strong emotional connection with its target consumers through
marketing campaigns. A notable Campaign that exemplifies Adidas’ effective use of dynamic
marketing is the “Impossible is Nothing” campaign. This campaign was launched in 2004,
and it was all about working with famous athletes such as David Beckham, Tracy McGrady,
and Muhammad Ali to share their stories behind success. The aim was to inspire individuals
to overcome difficulties and believe in their abilities to pursue their dreams relentlessly.

The campaign successfully appealed to its consumers through emotional marketing.

Firstly, it focused on inspiration, determination, and empowerment, elements of emotions. By
showcasing authentic stories of athletes overcoming difficulties, Adidas created an emotional
connection with its audience, who could relate to the struggles depicted in the campaign.

Secondly, the “Impossible is Nothing” campaign showcased Adidas’ values and

beliefs. Adidas positioned itself as a brand that encourages individuals to push beyond their
limits. Adidas also created shared values and fostered a solid emotional bond and brand
loyalty with its consumers.

Lastly, the campaign utilized storytelling techniques to engage its consumers on a

deeper level. Adidas created a meaningful and memorable experience for the audience by
presenting narratives rather than simply promoting products. This approach allowed
consumers to connect with the brand’s message on an emotional level, making them more
likely to remember and resonate with the campaign.
 According to a study by Kantar Millward Brown, the campaign led to a substantial
increase in brand preference, with 70% of consumers indicating a higher likelihood of
purchasing Adidas products after exposure. Furthermore, the campaign generated a 44%
increase in positive brand perception, showcasing the effectiveness of emotional marketing in
shaping consumer attitudes and behaviors.

This “Impossible is Nothing” campaign was successful. The firm showcased its
ability to appeal to its consumers on an emotional level. Adidas inspired consumers to believe
in themselves and their full potential through storytelling of triumph and resilience. The
campaign demonstrates the effectiveness of dynamic marketing in driving brand preference
and shaping consumer perceptions. Adidas also successfully created a loyal consumer base by
fostering a sense of shared values.

Another brand that conducted a remarkably similar marketing campaign is Nike, One
of the most iconic brands in the market. In 1988, Nike launched the “Just Do It” campaign.
Which eventually became Nike’s brand slogan. This campaign featured professional athletes
discussing their accomplishments and emotions as consumers exercise. An example of the
campaign was an eighty-year-old marathoner, Walt Stack, explaining to the audience how he
runs seventeen miles every morning. The campaign's message was “If these athletes can do it,
why can’t I?” to stimulate the consumers’ mentality to pursue their dreams.

The firm emotionally connected with the target audience by highlighting relatable
stories of triumph and perseverance. The campaign emphasized that anyone can accomplish
their goals and overcome the consumers' challenges with the right mindset and determination.
Nike positioned itself as a brand supporting its consumers to achieve their goals, similar to
Adidas. Through the campaign, Nike created a sense of shared values, fostering a solid
emotional bond with its consumers.

Nike’s campaign was heavily promoted through social media during the modern days.
Nike promotes the “Just Do It” movement by encouraging more individuals to share self-
experiences using the hashtag “#justdoit.” The “Just Do It” marketing campaign has been
seen as successful over the years. There was a significant increase in sales, which also
increased Nike’s market share, contributing substantially to Nike’s financial success. The
campaign was so successful that Nike continued using the slogan for over thirty years. Nike’s
advertising campaign has influenced many of its consumers in the market. The campaign
helped Nike become an iconic brand and has set a higher standard for marketing campaigns.
The campaign's message of perseverance has also inspired other firms to take a stand on
social issues. “Just Do It” is one of the most classic yet iconic slogans.

Both Adidas and Nike used similar emotional marketing campaigns. There are still
differences between Adidas’ “Impossible is Nothing” and Nike’s “Just Do It” campaign, and
can be summarized into three reasons. Firstly, Adidas’ campaign focused on inspiring its
consumers and promoting the idea of determination in terms of overcoming difficulties and
believing in themselves. On the other hand, Nike’s campaign emphasized pushing oneself to
pursue their goals, focusing on perseverance.

Secondly, Adidas’ campaign utilized storytelling techniques to engage with the

audience emotionally by showcasing authentic stories of athletes overcoming challenges,
creating a memorable experience for its consumers. While Nike’s campaign also used
storytelling to connect with its consumers, it primarily features athletes to discuss their
emotions during training experiences. The movement emphasized showcasing the mindset
and dedication required to succeed, inspiring consumers to believe in their potential. Lastly,
Adidas positioned itself as a brand that encourages its consumers to push beyond limits and
believe in themselves, while Nike positioned itself as a brand that supports its consumers in
achieving their goals.

Literature Review

The Consumer Decision Journey is a framework that illustrates the different stages of
a consumer when making a purchasing decision. It can be separated into four stages: search
for product, product evaluation, purchase, and post-purchase. Each step represents different
consumer behaviors and psychological processes that emotions can influence.

Product Search is the first stage of the consumer decision journey. This stage refers to
consumers who can search for information about the sportswear companies and the products
offered through external sources such as pop-ups and online stores or internal sources such as
memory search, which is based on an individual’s experience that might contain biases. For
example, if one demands a basketball sweatband, the individual discovers more sweatbands
through key opinion leaders from social media about the quality or aesthetics of the
sweatband. About Nike, the “Just Do It” campaign created a sense of motivation, encouraging
consumers to search for information about the brand. Nike also captured consumers’ attention
by associating its products with famous athletes with their own stories of overcoming
challenges and standing out among its competitors. Adidas focused on the theme of inspiring
authenticity in the search-for-product stage. Adidas captured the attention of consumers
searching for products that align with Adidas’ values of self-expression and inclusivity by
showcasing diverse athletes and influencers. Under Armour’s “I Will” campaign mainly
showcases athletes with disabilities, motivating consumers facing difficulties to search for
products that align with their desire to achieve goals. Lululemon’s “This is Yoga” campaign
emphasizes the importance of mental well-being and self-care. The firm appeals to its
consumers by positioning its yoga classes as a personal growth tool.

The next stage of the consumer decision journey would be product evaluation. This
stage refers to each sportswear product having different aims at meeting consumer needs, and
consumers can analyze each product based on design, ergonomics, price, etc. For example,
one desires a new sweater, and the individual purchases Lululemon’s sweater since the
product is more vibrant. Hence, the price may be cheaper. During the evaluation stage, Nike
continues to engage with its consumers on an emotional level by showcasing the brand’s core
values and aligning them with the aspirations of the consumers. Nike’s dynamic marketing
strategies make consumers feel a sense of belonging and identification with the brand, which
successfully influences the consumers’ evaluation when choosing between various sports
brands. Adidas establishes an emotional connection with its consumers by highlighting its
commitment to creativity and self-expression. It influences consumers’ assessment of its
products by featuring celebrities, similar to Nike. Under Armour appeals to and affects
consumers; it evaluates their performance by showcasing the functionality and technological
advancement of their products. It showcases the products through inspirational growth
stories, emphasizing the brand’s commitment to performance and innovation. Lululemon
builds a tribe of individuals with a common interest in wellness and personal development,
fostering a sense of community.
 Product purchasing is when consumers evaluate and make a payment decision for a
product. This is a critical stage in consumer decision behavior. For example, if one notices an
emotional marketing campaign about shoe products from one of the four firms, the individual
decides to purchase the shoes to fulfill the needs or desires. Typically, the decision takes place
between immediately and a couple of weeks. Sportswear brands always compete for
consumers to buy their products since more purchases indicate a profit increase. Nike’s
emotional marketing campaigns typically build trust and loyalty among its consumers and
convey the idea of “supporting consumers while pursuing dreams,” which inferences the
consumers’ decision to purchase. At the same time, Adidas impacts consumers’ purchase
decisions by emphasizing the idea of “encouraging consumers to start pursuing dreams.”
Under Armour is a brand that focuses on the quality of products. Therefore, the firm impacts
the consumers’ purchasing decisions by positioning their products as a self-investment for
consumers in personal improvement. Lululemon influences consumers’ purchase decisions
through its constant commitment to the quality of products, similar to Under Armour, and its
improving fabric technologies. These factors easily resonate with consumers.

Post-purchase evaluation is the last stage of the consumer decision journey. After
consumers purchase and use the product, the individuals can evaluate the product usage with
perceptions. This often leads to two results: satisfaction and dissatisfaction. Dissatisfaction
also leads to post-purchase cognitive dissonance, which refers to doubts or regret from the
past purchase. For example, if one buys a pair of sunglasses and wears them while running,
the individual may feel sinus pain from the heavy sunglasses pinching the bridge part of the
nose. Therefore, the individual will not repurchase the sunglasses in the future. Nike has been
successful in terms of post-purchasing evaluations from its consumers. The company has
resonated with its target audience through campaigns such as “Just Do It” over the years,
leading to positive brand evaluations after purchase. Adidas has also been successful due to
its focus on gaining emotions such as motivation, excitement, and empowerment through its
marketing campaigns such as “Impossible is Nothing,” creating a long-lasting impact on
consumers and resulting in constantly receiving positive comments about the sportswear
products. Under Armour fosters an emotional connection that encourages repeated purchases.
Besides the “I Will” marketing campaign, Under Armour also focuses on providing ongoing
support and inspiration to its consumers through developing fitness apps and community-
building initiatives. For example, Under Armour promoted the “Basketball Matters, but
Community Matters More” in 2013. The campaign was about building basketball courts in
New York City, and the aim was to provide entertainment to the children to lower the chance
of drug exposure. Under Armour used emotional tactics to make consumers feel that Under
Armour is a responsible corporation. As a result, the campaign has gained a large number of
supporters. This relates to the post-purchase evaluation. Under Armour often makes
marketing campaigns to emphasize its corporate social responsibility (CSR). Lastly, with
Lululemon’s focus on promoting a healthy lifestyle and positive well-being, the firm has built
a loyal consumer base. Hence, it often receives positive post-purchase evaluations, including
satisfaction with its products' quality, ergonomics, and style.

Emotional marketing plays a vital role in influencing an individual’s decision-making

process throughout the Consumer Decision Journey. The four brands, Nike, Adidas, Under
Armour, and Lululemon, established a deep emotional connection with their consumers. This
analysis shows that brands in the sportswear industry can drive purchasing behavior in the
modern competitive world simply by promoting storytelling campaigns to hook the
audience’s attention since the marketing campaigns can help the firms position themselves as
a partner that goes through physical challenges with the consumers, building higher brand
loyalty.

Research Methods

An interview was conducted for this research in September 2023. The aim was to
heighten the significance of emotional connections in the consumer decision journey by
investigating the purchase experiences of high school students. The interviewees, carefully
selected from Hong Kong students aged 14 to 16, represent a crucial segment, often the target
audience of sportswear brands. Young consumers are particularly susceptible to the power of
emotional appeals and in the process of forming brand preferences and loyalties.

To guide the interview process, two questions have been asked. The first question
was, “Have you ever had any experiences where your emotional connection with a particular
sportswear brand led you to purchase a sportswear product? If so, could you share the details
of that experience?” which is more experience-based. The second question asked was, “How
do emotional advertisements influence your decision to purchase sportswear products?”
which reveals the thought process of teenagers after noticing an emotional marketing
campaign. The responses from interviewees can be analyzed through the four stages of the
consumer decision journey.

Interview Results

The first interviewee answered the first question: "No, I mainly purchase sportswear
products based on how comfortable or suitable they are for sports/exercises. However, I have
a particular bias toward sportswear brands I am familiar with or have experience with, as I
have more certainty that the product is high quality”. This person purchases sportswear
products based on the comfort and suitability of the particular sport. This person claims that
the product search is driven by the functions rather than emotions with the brand. However,
this person does not realize that the prior positive experiences with the sportswear brands
increased the likelihood of the person re-purchasing, which shows that emotions can
indirectly impact consumer behavior. During the product evaluation stage, this person
assesses the suitability of sportswear products based on the person’s preferences. The
person’s bias toward familiar or prior experiences influenced product evaluation, as the only
considerations were comfortability and performance. Once this person has identified a
suitable product through the evaluation stage, the person proceeds to make a purchase. At this
stage, considerations are only price, availability, and convenience. After the purchase is
made, this person enters the post-purchase evaluation. Suppose the sportswear product meets
the person’s expectations in terms of comfortability and performance. In that case, it is likely
to reinforce their positive emotional connection with the brand and possibly affect the
person’s decision of whether the product can be re-purchased.

The first interviewee answered the second question: “Emotional or most

advertisements have little effect on me for sportswear, as I am not as up to date on the latest
releases for sportswear such as shoes or clothing. However, emotional advertisements can
make a product seem better than its competitors to show its usefulness”. In this case, the
interviewee mentioned that emotional advertisements have only a tiny effect since the person
is not current on the latest or trending sportswear news. This suggests that lacking trending
news knowledge may limit a consumer’s emotional response to marketing commercials.
However, this person acknowledges that emotional advertisements can make a product stand
out from other competitors in the market. It is important to note that dynamic advertisements
often do not directly affect an individual’s purchasing decision for a sportswear product.
However, sportswear advertisements may still attract some in shaping perceptions of product
quality. For example, Nike introduced approximately 50% of recycled content into shoe
products in 2023, which appealed to a group of individuals that aligned with Nike’s corporate
social responsibility.

The second interviewee answered the first question: “I watched the 2023 FIFA World
Cup and witnessed Lionel Messi winning the championship. I was so excited that I bought
the Argentina jersey the next day. But the main reason is that Argentina is my favorite
national team, which led to a bias in purchasing the winners’ jerseys”. This person searches
for an Adidas Argentina jersey triggered by the team. The experience of watching the 2023
FIFA World Cup and witnessing a player winning the championship created emotions such as
excitement and enthusiasm. In the product evaluation stage, this person was appealed by the
excitement of catching Argentina winning the tournament and the bias associated with the
victory. Adidas successfully created emotional bonds with its consumers by shaping their
evaluation of the Argentina national jersey as a highly demanded product. Stepping into the
product purchasing stage, the deep connections with Adidas primarily drove the person’s
decision to purchase the Argentina jersey. The feelings of enthusiasm and excitement were
created, causing a motivation to buy the jersey immediately after the match. After purchasing
the Argentina jersey, wearing the jersey may have given this person positive emotional
feelings such as pride, as Argentina was the winner of the World Cup. The person also may
have shared their purchasing experience on social media and discussed the jersey with peers,
further reinforcing the emotional connection between the person and Adidas.

The second interviewee answered the second question: “Emotional advertisements

significantly affect me regarding sportswear products. Since I am a huge football fan, I often
feel excited when I see posters or advertisements where models wear football jerseys. When I
see street advertisements, I always feel intrigued to purchase a jersey or merchandise”. This
response suggests that emotional advertisements always depict sports enthusiasts wearing the
brand’s sportswear products. This imagery can help consumers identify with the brand and
associate themselves with the aspirations represented by athletes. In this case, the person saw
a football jersey advertisement that featured famous players. As a result, this makes the
person feel connected to the particular football team and motivated to purchase the same
jersey. This also relates to building stronger brand loyalty. Since emotional marketing
campaigns refer to advertisements that create an emotional bond between the firm and its
consumers, consumers are likelier to choose its products over other brands if they feel more
emotionally connected to a brand. This person has a solid emotional bond with a particular
football team, which means that if other brands release a jersey from another football team,
hence better looking, the person may still not be willing to purchase the better-looking jersey.

The third interviewee answered the first question: “Yes, as a lifelong ice hockey fan, I
have bought plenty of hockey jerseys. Ice hockey is not quite popular in Hong Kong, so I
want to promote the sport by constantly wearing hockey jerseys”. This person is a lifelong
hockey fan who developed a strong affinity for ice hockey and wanted to promote the sport in
the local community. The person expressed a passion for ice hockey as a form of advocacy. In
terms of search-for-product, the consumer actively purchases hockey jerseys as a means to
support and promote the sport. At this point, the person researches hockey jerseys from
different teams or leagues and then compares the products in price, quality, and design.
During the product evaluation stage, this person evaluates other hockey jersey brands. The
jersey's authenticity, the brand’s association with the sport, and reputation are considered.
Mostly, consumers would choose a brand that has a shared belief. This person has a high
chance of selecting a brand that produces a jersey from a favorite hockey team. A purchasing
decision will be made once the person has found a suitable brand that aligns with the
emotional connection to ice hockey. After purchasing a hockey jersey, the consumer will
either experience satisfaction or dissatisfaction. If the person continues to wear the product,
there is an emotional connection between the brand and the person. As a result, the person
may also engage in word-of-mouth promotion through sharing the wearing experiences with
others, maintaining the emotional bond with the jersey brand.

The third interviewee answered the second question: “Such advertisements only have
a negligible effect on my decision to purchase sportswear products. I am already a sports fan
and have decided to purchase a particular jersey”. Emotions play a significant role in
influencing consumer behavior. While this person claims that emotional advertisements have
a negligible effect on purchasing decisions, it is also important to note that emotions can
subconsciously impact consumer choices. Emotions can shape consumers’ preferences and
attitudes without the consumers being fully aware of the impact. In this case, the person
subconsciously felt happiness and excitement when purchasing the hockey jersey. When the
brand intends to create an emotional connection with consumers, the brand seeks to establish
a positive relationship between the brand and the desired emotion from consumers. This
connection can influence consumers’ attitudes and perceptions towards a particular brand,
hockey brand in this case. Typically, sportswear brands appeal to consumers by creating a
sense of belonging among consumers who are already sports enthusiasts.

The fourth interviewee answered the first question: “I am not a sports fan. I do not
play sports either. However, I once saw an advertisement for Lululemon’s yoga pants via
social media, and the vivid colors coming from the pants attracted me. The bright colors
made me feel happy. Until now, I am still constantly purchasing Lululemon’s products”. This
person described an experience with Lululemon. The person was unaware of her desires at
the start until an advertisement for Lululemon yoga pants appeared. In the product evaluation
stage, the person was attracted to Lululemon’s yoga pants because of the vibrant colors,
which created a happy emotion. This emotional connection played a prominent role in
evaluation, leading the person to favor Lululemon over competitor brands. A purchasing
decision is made once the person has evaluated the yoga pants. In this case, the person
constantly purchases Lululemon’s sportswear products after the positive initial experience
with the yoga pants, suggesting high satisfaction and increasing brand loyalty. This person
did not explicitly mention the post-purchasing evaluation. However, the person is delighted
through continuous purchasing, which indicates a positive post-purchase experience.

The fourth interviewee answered the second question: “Emotional advertisement does
influence me to purchase more sportswear products. As mentioned, I felt optimistic when I
saw the vivid colors in Lululemon’s advertisement”. Emotional advertisements for sportswear
products mainly focus on creating positive emotions such as motivation, excitement,
confidence, and happiness. For instance, Lululemon’s “This is Yoga” campaign aimed to
motivate its consumers to develop positive well-being. By evoking these emotions,
Lululemon seeks to create a demand for the product and establish an emotional bond with the
consumer. Sportswear marketing campaigns often feature athletes or disabled individuals to
share inspirational stories and engage in physical activities while wearing the products. The
imagery can evoke feelings of admiration and inspire consumers to associate the consumers
with the depicted lifestyle. Another way of emotional influence is by tapping into consumers’
desire for self-growth. Advertisements often highlight the specifications and benefits of using
the products. By connecting the benefits with positive emotions, consumers can be motivated
and believe purchasing the product will contribute to personal goals.

Conclusion

In conclusion, emotion plays a significant role in influencing the Consumer Decision

Journey in the sportswear industry. Sportswear brands know the importance of creating an
emotional connection with consumers and often feature famous athletes to promote
storytelling marketing campaigns. These brands can also create a strong relationship with the
target audience by sharing narratives that evoke inspiration, empowerment, and motivation.
In addition, collaborating with consumers’ favorite sports teams can further increase the
brand's and consumers' emotional connection. Consumers are often more likely to purchase
sportswear products when noticing their beloved teams collaborating with a particular brand.
Furthermore, brands use a variety of color options as a marketing strategy. The use of vibrant
colors in sportswear products can influence the consumers’ emotions, which also influences
purchasing decisions since bright colors have been found to evoke feelings such as happiness
and optimism. Therefore, sportswear brands create an attractive proposition for consumers.

To further improve the hooking of consumers’ emotions, brands can consider the
improvements summarized into two points. Firstly, sportswear brands can consider
personalization. This means customization in certain products. Such marketing messages to
consumers can create a sense of exclusivity, which enhances emotional connection. Secondly,
brands can focus more on community engagement. For instance, firms can start local beach
clean-up campaigns, allowing the brand to engage many consumers to participate in
improving the ocean ecosystem. As a result, this fosters a sense of emotional attachment to
the brand. The brand itself also completes the mission of maintaining its corporate social
responsibility.

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