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Consumer Marketing: endurance Junkie

Belgium triathlon apparel company endurance Junkie announced an incentive program for Ironman triathletes who could wind up with a free, branded race kit - if they're fast enough. The "Race & Cashback Offer" includes percentage rebates based on time thresholds for completing Ironman distance races. Athletes finishing under 11 hours get a 25% refund on their purchase, sub-10 hours is good for 50% back and those crossing the finish line under 9 hours "win" themselves a 100% refund.

This is a interesting approach to consumer marketing, which essentially asks athletes to prove themselves for a discount. Will athletes shoot for a goal time only to get the refund? Doubtful. By tying the incentive to goal times people already aim to hit, it's merely a nice bonus; but this benefits endurance Junkie as they see athletes racing in their branded gear and the company generates good will by tying refunds and discounts to emotional accomplishments. This could also filter elites who know they will break the goal times to opt in and race in their apparel, which helps legitimize the brand from an influencer standpoint. And those athletes that purchase and race in endurance Junkie apparel, but aren't fast enough for the cash back offer simply become walking (or swimming, biking, and running) billboards.
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