Endorsement and promoting sport and physical activity to young people: exploring gender and the career status of athlete endorsers

Rationale/Purpose We investigated the role of gender (both endorser and audience) career status on young people’s attitude, participation intention perception fit in context a social marketing campaign promoting sport physical activity participation.Design/Methodology/Approach In 2 × experiment, eight conditions were based (female male), (current former) participant male). Participants aged between 16 24 years.Findings Endorser’s gender, participants’ had no significant effect attitude related to campaign. However, significantly influenced perceptions fit, fit. Either current or former female athlete was perceived as better than male endorser. Furthermore, an impacted but only for participants who highly involved activity.Practical Implications Using athletes is more-than-viable strategy, both endorsers are equally likely facilitate behaviour change adults.Research Contribution Social campaigns promote can leverage celebrity capital retired athletes.