Sports brands today face a landscape where Boomers, Gen X, Millennials, Gen Z and Gen Alpha each engage differently, driven by distinct motivations and media habits. Understanding these differences is key to shaping the right message, tone and platform for every audience. With AI and large language models becoming central to modern marketing, the focus shifts to creating brand voices that adapt across generations while remaining transparent and ethically responsible. Thermore’s approach illustrates how a cross-generational strategy can successfully blend classic storytelling with interactive, tech-enhanced elements to resonate with all age groups.