Event Marketing and the New Wave of Lifestyle SportsEvent Marketing as a Driver of Engagement

For a long time, event marketing has been one of the most effective ways for brands to reach their target audience. Live events provide people with the opportunity to see, touch, and experience what a brand is all about, which is something that ads and online campaigns can't do. Events, such as fashion shows and wellness pop-ups, provide brands with an opportunity to tell stories that people will remember and share. Event marketing isn't just for fancy shows and product launches anymore. It has grown into lifestyle-driven projects that combine sports, culture, and digital storytelling. This change has transformed events into more than just promotional tools; they've also become a means to build community.

The Rise of Sports Like Padel

One of the most notable developments currently underway is the rapid rise of padel, a racket sport that has become a way of life for influencers, celebrities, and urban dwellers. It is excellent for event-based marketing because it is both competitive and social. For brands, padel is an opportunity to showcase their products in action. Sportswear, wellness products, and lifestyle goods become an integral part of the experience, rather than being separate displays. This blend of sports and marketing makes things feel authentic and gets people emotionally invested.

An Example in Jakarta Led by Students

Our Fashion Marketing students at Raffles Jakarta recently explored this concept by organizing a lifestyle event that combined fashion, wellness, and sports. The project included a padel tournament with sponsors, influencers, and brand activations. Some of the best parts were:

• Sports-fashion integration: everyone who took part in the tournament and all the influencers wore a new line of sportswear, which gave the brand instant exposure.

• Digital engagement: campaigns on TikTok and Instagram got people interested before, during, and after the event.

Brand collaboration: sponsoring booths and interactive spaces provided audiences with direct contact with the brand.

Despite facing real-world challenges such as venue changes and logistical hurdles, the students' resilience and adaptability shone through. Their ability to navigate these obstacles demonstrated the professional resilience necessary for successful event marketing, leaving a lasting impression on the audience.

Why This Is Important for Marketers in the Future

The project shows how event marketing is changing. It's not just about big shows anymore; it's also about creating experiences that are immersive and fit with people's lifestyles. For marketers, it shows how important it is to:

• Combine sports and fashion to make stronger brand stories.

• Using digital content and influencers to reach people outside of the venue.

• Making plans for logistics and risk management with contracts and backup plans.

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The Fashion Marketing & Management program at Raffles Jakarta is designed to provide students with these kinds of real-life experiences. They learn how to combine creativity, business, and cultural trends by working on projects like this. These skills are critical in the fashion industry today.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

You can see more of our student events and creative projects on:

• Instagram

• TikTok

• YouTube

Padel Duel Event Video