Le rôle des héros des tribus sportives dans l'offre des équipementiers de la "glisse"

Chantal Rouvrais-Charron and Christophe Durand ()
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Chantal Rouvrais-Charron: CRAPS - Centre de Recherches en Activités Physiques et Sportives - UNICAEN - Université de Caen Normandie - NU - Normandie Université
Christophe Durand: CETAPS - Centre d’études des transformations des activités physiques et sportives - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: The purpose of this study is to analyse the involvement of"sliding/gliding" champions in the actions organised by thesports manufacturers, and more precisely, the latest role playedby the sporting elite within this new context of consumerism. Theaim is to demonstrate that the correlation between the sportingpersonality chosen to represent a certain brand and the publictargeted by the sports company denotes a specific marketingstrategy. Indeed, manufacturers are faced with two conflictingideals ; on the one hand they must ensure the survival of thebrand and therefore appeal to an ever-increasing public, and onthe other hand they must maintain an image which upholds thekey values of the brand in the eyes of the purists.

Keywords: Marketing; Innovation; Sportswear; Brand; Sponsoring; Marque (search for similar items in EconPapers)
Date: 2004
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02110659v1
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Published in Revue Européenne de Management du sport, 2004, 11, pp.57-93

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