Audience Definition & Targeting – 1) Youth Athletes & Their Families – (Audience “A”)

Audience A: Middle School Competitors (Youth Athletes & Their Families) 

Persona #1: 13-year-old kid 

Research Summary for Youth Athlete Persona #1- 

To build a strong and realistic persona for a middle school basketball player in Michigan, we investigated what life really is like for kids in the age group of 10-14, the good and bad stuff. We looked into youth sports trends, digital habits, what motivates them to play, and community challenges that kids in this age group face. 

First, not all kids get the same chance to play sports. In low-income areas like Detroit, a lot of kids miss out on playing sports because of money. According to Project Play and Michigan Radio, only about 24-25% of kids from families earning under $25,000 play sports regularly, compared to almost 40% of kids from wealthier families. 

According to the Aspen Insititute’s Project Play Michigan, youth sports participation in urban areas like Detroit is lower than in wealthier communities. Many kids stop playing sports because things can get pricey, there’s a lack of equipment, or they don’t have any nearby courts or safe places to play. It was stated that Detroit teens said they didn’t play sports because of these issues. 

Basketball, however, remains one of the most played sports for young kids in Michigan because it’s more affordable than other sports since it doesn’t require that much extra gear and equipment. According to the Sports and Fitness Industry Association, nearly 1 in 4 American kids played basketball at least once in 2022, and it was the #1 most-played sport for that age group. This fits great within the project because the campaigns focused on building awareness  

around how basketball is being used to provide real support to families in need, not just as a sport but as a way to create meaningful change in the community. 

When it comes to motivation, most kids ages 10-14 play sports to have fun, improve their skills, build friendships, and feel like they’re part of something. A Michigan State study found that having fun was the number 1 reason kids play sports, and getting better was the second highest reason. Surprisingly, playing sports to win didn’t even make it in the top 10 reasons. Many kids who play sports, especially boys, dream of making it big someday. Players like Lebron James and Derrick Coleman are often seen as role models because they came from tough situations but made it to the top. When kids see someone who came from the same situation as they rise to the top, it makes them believe it’s possible and motivates them to want to play more and enhance their skills. 

When it comes to digital behavior and platforms, kids in this age group (13-17) tend to only use apps like TikTok (67%), YouTube (95%), and Instagram every day. According to a 2023 report from Pew Research, more than 60% of teens in this age group use TikTok daily. They enjoy watching short videos, highlight clips of sports or basketball player edits, and motivational clips that motivate young kids to want to be more by using words of affirmation or showcasing other successful young athletes doing great things. Even younger kids are joining in, with about 38% of kids ages 8-12 using these social media platforms, and nearly one in 5 use it every day, according to the Pew Research Center.   

Finally, it was important to look into what life is for kids growing up in areas like Detroit. A lot of families don’t have basic household necessities that most of us are fortunate to have, such as washers and dryers in their homes. This is what makes Whirlpool’s sponsorship extremely meaningful, it’s not just a cool prize, it’s something that families really need. In fact, some public schools in Detroit even started putting washers and dryers inside their schools because so many kids missed class just from simply not having any clean clothes. Groups like United Way Southeast Michigan and Detroit PAL say these kids often face economic challenges, and their families work hard just to cover basic needs, living paycheck to paycheck. More than 40% of families in Southeast Michigan struggle to afford the most basic human needs like food and healthcare.  

All this research helped gather insight to shape our youth persona by showing not just what these kids enjoy but also highlighting their real-life struggles, what inspires them, and what type of content they consume and enjoy watching. 

Persona 1: Jayden Miller 

Demographics: 

• Name: Jayden Miller 

• Age: 13 

• Grade: 8th grade  

• Location: Dexter-Linwood, Detroit, Michigan  

• School: Durfee Elementary-Middle School (DPSCD) 

• Lives with his single mom and 2 younger siblings (3–7-year-olds) 

• Household Income: Low-income ($23,000-$27,000) 

Background & Interests- 

Jayden’s been obsessed with basketball ever since he was 7 years old. It all began when he started playing in his cousin’s driveway when his mom was at work, and from there, he was hooked. Now, at 13, he plays in the Detroit PAL basketball league, which he got into thanks to a partnership that the program has with his school. This opportunity allows kids like him to be part of a team, even when their school doesn’t have its own full sports program.  

He loves watching NBA highlight reels, TikTok videos of basketball tips and tricks, and videos of his favorite basketball players on YouTube, and he’s always studying players like LeBron James and Derrick Coleman. Both faced tough challenges growing up and came from tough backgrounds, just like Jayden, and seeing their success gives him hope that he too can achieve his dreams too. For Jayden, basketball isn’t just a game; it’s a pathway to personal growth. He hopes to earn a scholarship when he’s older, and more than anything, he aims to make his mom proud by turning his passion into something valuable for him and his family. 

Goals and Motivations- 

• Having fun, staying active, and making his family proud by doing something positive with his time. 

• Growing his skills on the court and feels proud of his improvements.  

• Wants to be someone his younger siblings can look up to by setting good examples. 

• Loves basketball but wants to use it to support his mom one day, maybe by getting a scholarship or career.  

• Wants to be recognized and valued as a kid trying to do his best for his family and working hard on his passion.  

Challenges: 

• His mom sometimes struggles to afford things like uniforms or shoes that Jayden needs to play. 

• Without a washer or dryer at home, his mom often has to take loads of laundry to the laundromat late at night after working long hours. Sometimes, Jayden shows up to basketball practices with a dirty jersey because his mom does not always have the time to go.  

• Getting to games or practices is hard sometimes, especially because his mom works lots of hours, and that means sometimes Jayden needs to look after his younger siblings if his uncles can’t. 

Digital habits- 

• Jayden uses TikTok, YouTube, and Instagram daily. 

• He watches short basketball clips, motivational edits, and highlight reels of his favourite players and games. 

• He follows NBA players 

• He likes content that feels real, is exciting and uplifting, and videos that show kids like him with the same passion for basketball. 

What kind of messaging resonates with him? 

• Tone: It’s all about being exciting, uplifting, inspirational, and optimistic.  

• Style: Enjoys fast-paced videos featuring actual NBA players playing and cool basketball edits with music played in the background.  

• He likes to watch clips of stories or interviews of professional basketball players who came from a rough upbringing but stayed focused and kept showing up to be where they are now. 

• Inspirational hope core content that shows kids like himself getting noticed for their effort, like finally getting a chance to play, getting praise from a coach, or earning something from staying committed.  

• Messaging that is more personal and motivational, like “Keep showing up”, “Anything’s possible”, or “If you want it, work for it”. 

Jayden isn’t just a kid who loves basketball; he’s a reflection of so many young people growing up in Detroit who are doing their best with what they’ve got. Hes motivated, talented, and driven, but also dealing with real-life challenges that could easily hold him back. He doesn’t care for expensive equipment or whole travel team experience, what he needs is support and opportunities. More than anything, he wants to know that someone sees how hard he’s working. He plays not just for himself but for his family, especially his mom, who keeps everything together despite their situation and supports Jayden in every way she can. More than anything, he wants to make her proud.