“Dainese is dedicated to producing the most effective safety solutions in every arena where athletes continually push the human body and mind to surpass their prior achievements. From our motorcycle racing origins to alpine skiing, mountain biking, competitive sailing and outer space.”(Dainese, 2017)
“Influencer marketing is all the rage these days. Businesses that utilise influencer marketing have a 37% better retention rate than those that don’t rely on word of mouth.” (Rohampton, J. 2017)
“Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalised basis.” (Grossberg, K. 2016)
Now lets take a look at how the influencers and sponsored riders for Dainese are doing on Social media in terms of popularity……
ADEYEMI: Entrepreneur, Founder/Owner of @Adeyemi.co https://adeyemi.co/
Twitter: 2,764 followers
Instagram: 37.4 k followers
YouTube: 21,097 subscribers
(Youtube, 2017)
Dainese has many athletes under sponsorship which all race using their leathers and safety gear, however Adeyemi is an exception as he does not race in any championship. The common interest of motorcycles brought the company and himself together.
Adeyemi is founder and owner of Adeyemi.co, which is a clothing line with east coast fashion in mind, alongside the thrill of speed. This trend for fashion and engines fits in really well and influencing a company like Dainese should be natural for him.
(Adeyemi, 2017)
Adeyemi began as an influencer, however being such an asset to Dainese he is now brand ambassador, this brings with it many more responsibilities like attending more events, more exposure and usually a long term contract.
Below is a video of Adeyemi supporting the company on youtube as brand ambassador:
VALENTINO ROSSI: Motorcycle Racer, with 9 Grand Prix World Championships to his name is also a public figure http://www.valentinorossi.com/
Twitter: 5.4 M followers
Instagram: 4.6 M followers
YouTube: 97,571 subscribers
(Wallpaperup,2017)
“Valentino Rossi is still an idol for the fans despite his recent results on track. On Twitter he now has more followers than motor racing stars such as Fernando Alonso, Jenson Button and Jorge Lorenzo.” (MotoGP, 2012)
Valentino has been sponsored by Dainese since the start of his professional career and this was enough to expose the brand to existing and new customers, however even though he is a giant of the sport that is not enough, and he himself has also taken part is the social media quest to reach out to new customers. Lets take a look at how Valentino contributes to this “search for supremacy” !!
#DaineseCrew
Dainese have created this hashtag which is very powerful and is used by both athletes sponsored by the company and people who wear their products and use the hashtag to represent the company and also to show others on social media they are wearing. Link below will take you directly the hashtag section on twitter. #dainesecrew.