How the Kentucky Derby returned to the winner’s circle

The Kentucky Derby, run this past weekend, is an example of how a legacy brand can maintain its traditions while also pivoting to remain relevant to a new generation.

For decades, the Derby was one of America’s premier sporting events, but it had become something of an afterthought beginning in the 1990s.  Perhaps it is because we have become a less rural country that has a less visceral connection with horses.  Perhaps it is because off-track-betting has reduced attendance at live races, which may have diminished interest in the sport.  Perhaps it is because horse racing has always had a vaguely unsavory image that had begun to wear thin.

However, this year the Derby rebounded with its best ratings in 35 years. 

The rebranding, if you want to call it that, began a couple of years ago, when hip-hop star Jack Harlow filmed a video with Drake and Druski on Derby Day. The Derby saw its TikTok following increase 700 percent after that.

Now the Derby is actively courting influencers and turning itself into as much of a fashion event as a sporting event.  The Derby has always been a fashion event, but you typically think about rich old ladies in fancy hats and potbellied 50-something dudes in wild suits.  Now, though, that is taking a more modern turn, with designers being invited to the race and encouraged to post on social media.

As the Adweek article linked in the first sentence describes, the Derby also has formed partnerships with brands that are especially appealing to Gen Z, including PopCorners, Aviator Nation, Homme + Femme, and Tractor Beverage.

The traditions that make the Derby what it is are still in place.  However, as the article states, Churchill Downs is now striking the balance of hosting, “a sporting event with the history and magnitude of Wimbledon or The Masters, but with the entertainment and experiential offerings of South by Southwest or Coachella.” 

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