Olympic Gold in Marketing: How VKTRY's Data-Driven Approach Scored the Perfect Team USA Partnership

The Brand 

VKTRY Insoles are revolutionizing athletic performance with their cutting-edge design. Crafted from aerospace-grade carbon fiber, these full-length, curved insoles offer athletes a dual advantage: enhanced performance and reduced injury risk. 

Touted as the "Best Insoles On the Market," VKTRY has built its strong reputation through strategic athlete influencer partnerships. This summer, the company's marketing team has orchestrated an innovative campaign that promises to elevate the brand to new heights.
The Opportunity

In a groundbreaking move, VKTRY has secured a partnership with Team USA Volleyball, becoming the official insole supplier for the national team. This alliance represents VKTRY's most significant marketing activation to date, strategically positioning the brand to expand beyond its traditional basketball-centric audience. 

Moreover, this collaboration opened doors to partnerships with two of Team USA's most underrated content creators, poised to make waves at this summer's Olympic Games.

More than Athletes: Authentic Content Creators

Erik Shoji

Content Style

Erik Shoji stands out as an influencer who offers fans an unparalleled glimpse into the life of a professional volleyball player. His content portfolio includes immersive day-in-the-life videos and long-form vlogs on YouTube, chronicling his global travels for the sport. Shoji's authenticity shines through in his simple daily videos on Instagram and Tiktok showcasing his diet, candid collaboration with teammates, and interactive Q&A with fans.

Impressive Reach

Shoji boasts the largest following among Olympic volleyball players in 2024 and ranks among the most-followed volleyball players globally. His impressive social media presence includes 1.1 million Instagram followers, 287,000 TikTok followers, and 173,000 YouTube subscribers.

Engagement and Global Appeal

With an exceptional 8% Instagram engagement rate, Shoji's content resonates deeply with his audience. His global appeal is particularly noteworthy, with only 26% of his Instagram followers based in the US. The remaining audience is diverse, with significant followings in Brazil (10%), Italy (10%), the Philippines (5%), and Poland (5%).

Strategic Value

Shoji's worldwide reach presents VKTRY with a unique opportunity to expand its global presence through the USA Volleyball partnership. By leveraging Shoji's authentic content and diverse fanbase, VKTRY can showcase its products to a truly international audience, maximizing the value of this Olympic collaboration.

TJ DeFalco

Content Style

TJ DeFalco, also known as “The King of The Vertical Jump” is an outside hitter, who specializes in vertical jump content, aligning perfectly with VKTRY's product. He shares team travel experiences and collaborates with his UCLA gymnast girlfriend, whose 400K+ Instagram followers add significant value to his reach and allow him to reach a whole new demographic of gymnasts across the country.

Engagement and Reach

DeFalco's high engagement rate (13.5%) on Instagram indicates an actively interested audience, crucial for effective influencer marketing. The 27% paid post performance suggests his followers are receptive to branded content, offering VKTRY excellent ROI potential. With reels averaging 497K views, DeFalco provides VKTRY with significant exposure, potentially reaching far beyond his follower count.

Audience Demographics

DeFalco's content aligns perfectly to target VKTRY's market for volleyball. His 200K Instagram followers are primarily U.S.-based (56%), while a surprising 16% from Thailand. The demographic is young, with over 60% between ages 13-24, and predominantly female (78%), matching the core volleyball player profile that can use VKTRY’s product.

Strategic Value

DeFalco's vertical jump focus perfectly aligns with VKTRY's product benefits. His high engagement rates and diverse content offer VKTRY authentic product demonstrations across multiple platforms. By leveraging DeFalco's young, primarily female, and U.S.-based audience—with an unexpected Thai following—VKTRY can target its core market while exploring new territories.

Data-Driven Partnerships = The Gold Medal of Athletic Influencer Partnerships

VKTRY's partnerships with Erik Shoji and TJ DeFalco highlight the power of data-driven athlete collaborations in sports marketing. By looking beyond mere follower counts and focusing on engagement rates, audience demographics, and content authenticity, brands can uncover hidden gems that offer exceptional value. 

These strategic partnerships demonstrate that the most impactful collaborations often come from athletes with passionate, niche followings rather than just celebrity status. For brands seeking to maximize their marketing impact, the key lies in digging deeper into analytics, aligning athlete profiles with product benefits, and being open to discovering diamonds in the rough.