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Yasmeen Sharara con Why We Play: The New Power of Storytelling in Sports Marketing
Reseña del editor What do the most marketable athletes in the world have in common? Their stories move us. In Why We Play, author Yasmeen Sharara breaks down the power of storytelling for the athletes and brands that are defining the intersection of sports, products, and marketing. Today's consumers want more than on-field dramatics; they want to understand, to know, and to empathize with the athletes they admire. Sharara offers a framework for brands and athletes to leverage this trend to build loyal, passionate and purposeful followings. Why We Play details a powerful new framework for sports and athlete storytelling that has supported some of the most well-known brands in the past decade, including: * How Tom Brady embraced social storytelling to build his TB12 brand * Why Serena Williams opened up about her life as a mother to expand her reach, and * What led Nike to design, specifically, a running shoe to help one of the most elite marathon runners, Eliud Kipchoge, attempt to break the 2-hour marathon barrier. So, why do we play? We play to win. To be remembered. To be heard. To tell a story. To write our own story. Biografía del autor Growing up in Bethesda, Yasmeen Sharara loved being outside in the warm sun and playing sports. When she was younger, her mom remembers her always coming home covered in mud after playing soccer with the boys in her class. Since her mudslide days, Yasmeen has tried every sport she could get involved in - from swimming to tennis and long-distance running. Since her first marathon in Athens, Yasmeen has been running her way around the world. She begins every morning with a long run, because no matter what she has on her plate, running sets the best possible tone for her day. As a result of her experiences with sports, Yasmeen Sharara is dedicated to empowering the next generation of athletes to build their own narrative. She believes that everyone has a story that deserves to be told. When she is not busy convincing (often unsuccessfully) her friends to join her at the gym or on a long run, she is creating Spotify playlists to accompany her on those solo (but rarely lonely) runs.