RICYDE. Revista Internacional de Ciencias del Deporte ISSN: 1885-3137
[email protected] Editorial: Ramón Cantó Alcaraz España Martínez, José A. The paradoxical marketing of sports equipment brands RICYDE. Revista Internacional de Ciencias del Deporte, vol. X, núm. 35, enero-, 2014, pp. 1-3 Editorial: Ramón Cantó Alcaraz Madrid, España Available in: http://www.redalyc.org/articulo.oa?id=71029332003 How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative REVISTA INTERNACIONAL DE CIENCIAS DEL DEPORTE International Journal of Sport Science http://www.ricyde.org doi:10.5232/ricyde2014.035 International Journal of Sport Science Volumen X - Año X Páginas:1-3 ISSN:1 8 8 5 - 3 1 3 7 Nº 35 - Enero - 2014 EDITORIAL: The paradoxical marketing of sports equipment brands [El marketing paradójico de las marcas de material deportivo] José A. Martínez Universidad Politécnica de Cartagena As Ko (2013) pointed out, the sport industry is a large wore the two sports equipment brands that perfectly and fast growing business.The U.S. market accounted defined two eras of the north-American culture of for as much as $400-435 billion in 2012. Sports equip- sports (see Aamidor, 2006). And these shoes were ment companies provide the products required to prac- intentionally filmed with several closed-ups. tice and enjoy sports: clothing, footwear, and other Thomas F. Wilson characterized the villain of the apparel and gear. Therefore, sports equipment brands film, a charmless guy who enjoyed humiliating Fox’s surround all the aspects shaping the sports industry.