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Advisor(s)
Abstract(s)
Atualmente, a prĂĄtica desportiva tem vindo a crescer de forma exponencial. No
momento em que vivemos, mais do que nunca, Ă© importante manter a forma fĂsica e
para isso também é necessårio investir no vestuårio desportivo, apostando no conforto
das peças, na estĂ©tica e funcionalidade. Assim, a moda athleisure, âatlĂ©ticoâ e âlazerâ
em inglĂȘs, traduz um vestuĂĄrio casual nĂŁo sĂł utilizado para exercĂcio, como tambĂ©m
para uso geral. Desta forma, as marcas dedicam-se cada vez mais Ă moda desportiva,
não apenas as que vendem exclusivamente roupa desportiva, mas também, as não
exclusivas, por exemplo lojas Inditex.
As marcas não especializadas em roupas desportivas investiram muito na diversificação
de produtos, o que estimulou inĂșmeras marcas a incluir a categoria de moda desportiva
nas suas coleçÔes. Adicionalmente, a pandemia vivida desde 2020 contribuiu em
grande parte para a criação de oportunidades de negócio na årea desportiva, uma vez
que se verificou um maior tempo de permanĂȘncia em casa e a priorização de roupa
confortĂĄvel.
O impacto que a cultura desportiva tem na sociedade Ă© bastante significativo e, por esse
motivo, marcas desse ramo aproveitaram o crescimento do desporto nos Ășltimos
tempos para beneficiar dele, uma vez que cada vez existem mais praticantes
(Stevenson, 2012).
Assim, o marketing promovido no desporto Ă©, em grande parte, consequĂȘncia da sua
popularização, conquistando inĂșmeros atletas e consumidores. Deste modo, existe um
grande mercado na ĂĄrea desportiva, nĂŁo sĂł relativamente Ă gestĂŁo de equipas de
diversas modalidades, mas também envolvendo produtos para que os consumidores
possam usufruir.
à de grande importùncia, a colaboração da moda na evolução do mercado desportivo,
nĂŁo sĂł a nĂvel estĂ©tico, mas tambĂ©m em relação a bons materiais, qualidade,
funcionalidade e conforto nas peças desenvolvidas, além disso, a evolução tecnológica
nestes dois ramos contribui para um melhor funcionamento de ambos.
Nesta dissertação estudar-se-å a evolução do desporto, conjugando a evolução da
moda, ao longo dos anos e a evolução dos materiais desportivos e a sua
sustentabilidade, nomeadamente no futebol.
O objetivo principal desta dissertação é aprofundar os temas desporto e moda e a
ascensĂŁo e influĂȘncia que a moda desportiva tem vindo a atingir.
Neste contexto, através de uma metodologia mista, foi realizado um inquérito a
profissionais de futebol de maneira a compreender o seu ponto de vista em relação a
estes temas agregados. O objetivo deste inquérito é compreender a visão dos
profissionais de futebol sobre os materiais, o design e a estética dos equipamentos
desta modalidade.
Neste ùmbito, procura-se alcançar, com esta dissertação, uma melhor compreensão
sobre as temĂĄticas acima referidas, particularmente, de como estas sĂŁo entendidas por
profissionais de futebol.
Nowadays, the practice of sports has been growing exponentially. At the necessary moment, important clothes are not needed, more than maintaining physical shape and for that it is also investing in sportswear, investing in clothing, aesthetics and functionality. In this way, brands are increasingly dedicated to sportswear, not only those that sell exclusively sportswear, but also non-exclusive ones, for example Inditex stores. In this dissertation, the evolution of sport will be studied, combining the evolution of fashion, over the years and the evolution of sports materials and their sustainability, in particular in football, furthermore, there will be an approach to the historical evolution of the modality and this in relation to fashion. Brands not specialized in sportswear have invested heavily in product diversification, which has stimulated numerous brands to include the sportswear category in their collections. Additionally, the pandemic experienced since 2020 has largely contributed to the creation of business opportunities in the sports area, as there was a longer stay at home and the prioritization of comfortable clothing. The impact that sports culture has on society is quite significant and, for this reason, brands in this field have taken advantage of the growth of sport in recent times to benefit from it, since there are more and more practitioners (Stevenson, 2012). Therefore, the marketing promoted in sport is largely a consequence of its popularization, conquering countless athletes and consumers. In this way, there is a large market in the sports area, not only regarding the management of teams of different modalities, but also involving products for consumers to enjoy. The collaboration of fashion in the evolution of the sports market is of great importance, not only in terms of aesthetics, but also in relation to good materials, quality, functionality and comfort in the pieces developed, in addition, the technological evolution in these two branches contributes to a better functioning of both. In this dissertation, the evolution of sport will be studied, combining the evolution of fashion, over the years and the evolution of sports materials and their sustainability, namely in football. The main objective of this dissertation is to deepen the themes of sport and fashion and the rise and influence that sports fashion has been achieving. In this context, through a mixed methodology, a survey was carried out with football professionals in order to understand their point of view in relation to these aggregated topics. The objective of this survey is to understand the view of football professionals on the materials, design and aesthetics of equipment in this modality. In this context, this dissertation seeks to achieve a better understanding of the abovementioned themes, particularly how they are understood by football professionals.
Nowadays, the practice of sports has been growing exponentially. At the necessary moment, important clothes are not needed, more than maintaining physical shape and for that it is also investing in sportswear, investing in clothing, aesthetics and functionality. In this way, brands are increasingly dedicated to sportswear, not only those that sell exclusively sportswear, but also non-exclusive ones, for example Inditex stores. In this dissertation, the evolution of sport will be studied, combining the evolution of fashion, over the years and the evolution of sports materials and their sustainability, in particular in football, furthermore, there will be an approach to the historical evolution of the modality and this in relation to fashion. Brands not specialized in sportswear have invested heavily in product diversification, which has stimulated numerous brands to include the sportswear category in their collections. Additionally, the pandemic experienced since 2020 has largely contributed to the creation of business opportunities in the sports area, as there was a longer stay at home and the prioritization of comfortable clothing. The impact that sports culture has on society is quite significant and, for this reason, brands in this field have taken advantage of the growth of sport in recent times to benefit from it, since there are more and more practitioners (Stevenson, 2012). Therefore, the marketing promoted in sport is largely a consequence of its popularization, conquering countless athletes and consumers. In this way, there is a large market in the sports area, not only regarding the management of teams of different modalities, but also involving products for consumers to enjoy. The collaboration of fashion in the evolution of the sports market is of great importance, not only in terms of aesthetics, but also in relation to good materials, quality, functionality and comfort in the pieces developed, in addition, the technological evolution in these two branches contributes to a better functioning of both. In this dissertation, the evolution of sport will be studied, combining the evolution of fashion, over the years and the evolution of sports materials and their sustainability, namely in football. The main objective of this dissertation is to deepen the themes of sport and fashion and the rise and influence that sports fashion has been achieving. In this context, through a mixed methodology, a survey was carried out with football professionals in order to understand their point of view in relation to these aggregated topics. The objective of this survey is to understand the view of football professionals on the materials, design and aesthetics of equipment in this modality. In this context, this dissertation seeks to achieve a better understanding of the abovementioned themes, particularly how they are understood by football professionals.
Description
Keywords
Desporto Equipamentos Evolução Futebol Materiais Moda