Athletes are a special breed. Marketing to athletes requires a balance of creativity, intense research, and a deep truth that may be absent in other genres. When it comes to their gear, active people are deep thinkers. Research shows that what we call AHLs (active, healthy lifestyle) tend to spend more money on products that have been deeply considered and researched. Simply put, AHLs realize that you pay for what you get.
In 2015 I spent months researching and reporting on the buying and consuming habits of AHLs. All of this work was a contribution to a greater book by the Seattle marketing agency Williams-Helde. You can request a copy of the book through Williams-Helde's webpage.