Syntesis of Sport and Dance Events as a Way to Promote Sportswear Brands

Student: Ovodova Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

This project involves discovering how using the combination of sports and dance events as a tool of promotion sportswear brands influences on its effectiveness. The hypothesis of the study is: synthesis of sport and dance makes an event effective and creates an emotionally attractive brand image. The goal is to make recommendations for the promotion of sportswear brands on the market. This has been done by examining events such as Nike Women Moscow, Reebok Street Fire and Puma Social Club. Besides the examination of these events, an expert interview and an online poll have been carried out. This research highlights the importance and the effectiveness of using unusual instruments for promoting brands.

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