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Authors
Abstract(s)
Cada vez mais as marcas de vestuário abraçam o sportswear1
como um sector a ter em conta.
Miguel Vieira (2017) assegura que não é necessário sacrificar a estética em beneficio dio funcional,
pode haver uma fusão dos dois criando coleções em que não exista uma linha clara que separe a
sofisticação estética do desempenho, podendo assim, adicionar luxo e design à roupa desportiva.
Neste documento estudar-se-á a evolução do desporto, paralelamente à evolução da moda,
ao longo das décadas e a evolução tecnológica que permitiu essa superação ao atleta de corrida da
atualidade, através do seu equipamento.
Apesar da tecnologia atual ainda há muito para se descobrir a respeito do design no
desporto. “O que foi?”, “o que é?” e “o que será?”, serão questões que procuraremos responder ao
longo deste trabalho.
A importância do estudo das temáticas do branding, moda, tecnologia, design e desporto, é
indiscutível, uma vez que todo e qualquer atleta depende do seu equipamento para treinar. Segundo
Ghorayeb (2013), não existe um atleta de sucesso que não tenha na sua retaguarda uma equipa de
especialistas a apoiá-lo.
Afirma ainda que, cada vez se tem tornado mais recorrente a superação de recordes mundiais
que pareciam impossíveis. A sua teoria, baseia-se no facto do surgimento de novos materiais, tanto a
nível das pistas dos corredores como dos equipamentos que estes envergam.
Também será explorado o sector da comunicação, percebendo qual o poder que a publicidade
tem no consumidor e como pode a marca persuadir o cliente a consumir os seus produtos.
Sendo assim, a pergunta central desta investigação é “Qual a relação entre a comunicação e
a tecnologia no equipamento dos atletas de corrida?”. Algumas questões que também veremos
respondidas serão, “Quais os factores que influenciam um melhor desempenho no corredor?”, “Qual
a relação entre tecnologia e moda”, “como podem as fibras causar um impacto positivo em quem as
veste?” e “Qual a necessidade das marcas de equipamento desportivo em utilizar novas tecnologias
nos seus produtos?” e “Será a comunicação da marca um fator relevante para a sua estratégia de
venda?”.
Increasingly, clothing brands embrace sportswear as a important sector. Miguel Vieira (2017) assures that it is not necessary to sacrifice fashion in benefit of sport, there can be a merger of both, creating collections in which there is no clear line separating the aesthetic sophistication of performance, thus adding luxury and design to sportswear. In this document we will study the sports evolution, at the same time than fashion evolution over the decades and the technological evolution that has allowed this overcoming to today's athlete through his equipment. Despite today's technology, there is still a lot to discover about design in the sport. "What is it?" "What is it?" And "what will it be?" Will be questions we will try to answer throughout this paper. The importance of studying the themes of branding, fashion, technology, design and sport is indisputable, since each athlete depends on his equipment to train. According to Ghorayeb (2013), there is no successful athlete who does not have a team of experts to support him. He also claims that it has become more and more recurrent to surpass the world records that seemed impossible. His theory is based on the emergence of new materials, both in athletics tracks and in the equipment they use. The communication sector will also be explored, realizing what power advertising has on the consumer and how can the brand persuade the customer to consume their products. Thus, the central question of this research is "How communication is related with technology in the equipment of running athletes?". Some questions that we will also answer are: "What factors influence better runner performance?", "What is the relationship between technology and fashion?", "How can fibers have a positive impact on users?" "What is the need for sports equipment brands to use new technologies in their products?" and "Is brand communication a relevant factor in your sales strategy?"
Increasingly, clothing brands embrace sportswear as a important sector. Miguel Vieira (2017) assures that it is not necessary to sacrifice fashion in benefit of sport, there can be a merger of both, creating collections in which there is no clear line separating the aesthetic sophistication of performance, thus adding luxury and design to sportswear. In this document we will study the sports evolution, at the same time than fashion evolution over the decades and the technological evolution that has allowed this overcoming to today's athlete through his equipment. Despite today's technology, there is still a lot to discover about design in the sport. "What is it?" "What is it?" And "what will it be?" Will be questions we will try to answer throughout this paper. The importance of studying the themes of branding, fashion, technology, design and sport is indisputable, since each athlete depends on his equipment to train. According to Ghorayeb (2013), there is no successful athlete who does not have a team of experts to support him. He also claims that it has become more and more recurrent to surpass the world records that seemed impossible. His theory is based on the emergence of new materials, both in athletics tracks and in the equipment they use. The communication sector will also be explored, realizing what power advertising has on the consumer and how can the brand persuade the customer to consume their products. Thus, the central question of this research is "How communication is related with technology in the equipment of running athletes?". Some questions that we will also answer are: "What factors influence better runner performance?", "What is the relationship between technology and fashion?", "How can fibers have a positive impact on users?" "What is the need for sports equipment brands to use new technologies in their products?" and "Is brand communication a relevant factor in your sales strategy?"
Description
Keywords
Branding Communication Fashion Sport Technology