Unleashing the Power of Authenticity: Conscious Marketing Lessons from Women’s Sports

Did you tune into a women’s sporting event this summer? If so, you’re not alone. Viewership for women’s sports is rapidly growing and for conscious marketers– it's no secret why. Athletes are scoring points on and off the field by employing conscious marketing strategies that forge connections, add real value for consumers, and make a lasting difference in our communities. And there’s an overlooked demographic driving the great conscious marketing we’ve experienced this summer: Athlete-Influencers.?

The summer Olympics have no doubt brought many athletes into the spotlight this year, and it’s what they’re building with that attention that has spiked our marketing spidey senses. Athletes are leveraging social media to share their personal stories and build a community that supports them and their sport, and brands are partnering with them to create campaigns that prioritize community growth and meaningful impact.?

So if you’re ready to open the hood and explore the inner workings of why we’re so obsessed with Athlete-Influencers and their impact on our communities and culture… dive in with us!?

The Rise of Ilona Maher

For those who haven’t been converted to full-on women’s rugby superfans like us, allow us to introduce you to Ilona Maher . Women’s rugby superstar and powerful athlete who has amassed over 2.3 million followers on TikTok. Originally going viral during the Tokyo Olympics in 2021, she’s continued to grow in popularity because of her candid, heartfelt, and often humorous content.?

In her captivating way, Ilona demystifies rugby and breaks it down simply for new fans. This makes it more accessible and builds a community around her sport. Some of her most popular content blends her athletic life and personal life. Her confidence is infectious– one particularly viral TikTok is her humorously addressing cellulite on her thighs during a rugby match and encouraging other women not to fear it, “it is completely normal, completely natural, it does not take away from your athletic ability or how fast or how fit you are.”?

Authenticity + Conscious Marketing

It’s candid takes like showing off your muscular shoulders, facetiming too much with your sisters, and showing off the snacks in the Olympic Village that keep her followers engaged and excited to follow along. People have a natural meter for sussing out when someone is “fake”: Ilona is not. Her authenticity is what sets the stage for conscious marketing.?

Whether aware of it or not, Ilona has built her following with the principles of conscious marketing. An emphasis on authenticity, transparency, and community engagement sets her apart from influencers and brands who are fighting for your attention. Looking at her most viral content, you’ll see that even as she rises in fame she remains true to herself and continues to educate her followers about rugby. She met Snoop Dogg and remained her goofy self. She ate a truly enormous croissant in Paris. She’s 100% Ilona and it’s a delight to watch.?

Ilona has dazzled us right into becoming rugby fans ourselves. From showcasing behind-the-scenes looks at the sport to breaking down how it’s played for newcomers to understand– she’s helped transform an unseen sport into a growing phenomenon. And with the success of many female athletes at the Paris Olympics– it’s clear that her spotlight has shone bright enough to illuminate many different women’s sports.?

The Power of TikTok in Conscious Marketing

TikTok has allowed Ilona to connect with a global, multi-generational audience. She’s simultaneously inspiring the next generation of athletes while bringing more fans into women’s sports. The ability to reach new audiences and gain awareness through short, engaging content is a key factor in her success. TikTok's algorithm, which favors authenticity and relatability, helped amplify her voice and made it possible for her to break through the noise and create a real impact.

Another powerful example of an athlete driving change is Simone Biles, who has made a lasting impact far beyond her athletic achievements. Simone has significantly influenced the conversation around mental health in elite athletics, creating a ripple effect that has resonated across social media. By openly discussing her own mental health challenges during and after the Tokyo Olympics, Biles empowered athletes and individuals alike to normalize and prioritize mental well-being, sparking widespread support and dialogue online. This transparency has helped destigmatize mental health, with social media communities rallying to share their own experiences, offer support, and promote self-care. The conversations she started have encouraged platforms to become spaces where mental health is more openly discussed, and where seeking help is embraced rather than shamed.

Together, these athletes are not only raising awareness and inspiring new fans but are also building communities that challenge the status quo. Their impact serves as proof to brands, committees, and decision-makers that the demand for women’s sports and conversations around important issues, like mental health, are stronger than ever. By engaging millions online, they are laying the groundwork for lasting change and equality for women.

Our Knockout Round Recap…?

Ilona and Simone personify the best of what we can build on social media. Completely transforming sports marketing, their presence and personalities will create a long-lasting ripple effect for many years. We’re excited to see brands being challenged to advertise authentically, build communities with value, and create positive change.?

What can we learn about marketing with authenticity from women’s athlete-influencers?? It’s an ongoing discussion for our team and one we dive into at length on the latest episode of the Conscious Marketer Podcast . Let us know how you use authenticity in marketing and let’s continue this conversation!