How the concept of social interactions changed branding over time in sport shoe brands

Abstract

The development of sports shoe branding began with the innovation of sturdy rubber, which wasn't melting at the temperature above +20 degrees Celsius . Admittedly, that happened at the end of the 19th century and there was a lot of both social and innovative development in terms of sports shoes and branding. This study aims to determine how the branding of sports shoes developed and their direct connectivity with a social movement. In this context, there will be taken an example of visual languages and methods to communicate best with the consumer through the brand. Also, there will be taken in account historical development of the brands. However, the connection between brand and consumer and their development is the main figure of the study. To test the hypothesis, that brand and branding are changing over time due to social movement, I decided to review certain historical events and contemplate a link between people's behavior towards specific brands. I will focus on sports shoe brands that became the biggest companies in the world today. In my analysis, I will refer to some sports and sports teams as well. This referral is needed to a deeper understanding of people's behavior and connection of the brand to another brand. Additionally, the brand support through athletes and how they impacted social movements. This connection is required for a deeper and complex understanding of people's behavior towards brands. In the analysis of this link between a star athlete and a brand, there will be certain examples that will lead us towards the breathing system of a brand and company. Finally, every example will lead us to better understanding the complex relationship between social movements, brands, and consumers. Every aspect, including the final talks about how the fashion industry influenced today and future brandings of sports shoes altogether with climate change, impact the development of the new era of branding and its visual language. Brand nowadays can be compared with a living creature, constantly creating new branches and develops accordingly to customers’ needs.