The Lifestyle

Many companies in the professional soccer world look at consumer lifestyles to try and tailor their campaigns towards specific groups of people. For instance, nike uses social media and web marketing to portray the "soccer lifestyle" seen in the majority of their ads. They do this by targeting younger kids and adults by displaying their new shoes and equipment on younger celebrity endorsers. Barcelona fans may be more inclined to purchase nike's equipment if their favorite stars such as Neymar and Messi are wearing the same equipment. All of their ads show athletic people showing off their new equipment, with people viewing themselves as having the same lifestyle as those athletes, more people are going to buy.

Another company that uses lifestyle techniques is Puma, a company that sells soccer equipment and gear. They also portray in the majority of their ads seen on T.V. and on the internet that the people wearing their stuff are athletes, and not just athletes, but top of the line athletes. This helps them connect with people who want to take the game of soccer to the next level. It is easy to relate to because many of the guys on Aurora University's soccer team buy name brand cleats because big name stars use them and vouch for them. It is a bit ridiculous that people are willing to pay over $250 on a pair of cleats just to be like Cristiano Ronaldo, Messi, Gareth Bale and Neymar among the many.