As part of America’s cultural traditions, sports have become one of the most followed and widely appreciated aspects of entertainment and enjoyment for generations. The one consistent part of sports, that all fans and non-fans can understand, is the practice of team uniforms serving as identifiers and connectors to the city, franchise, and history they obtain. Look Good, Play Good: The World of American Sports Uniforms informs of the sports realm in the context of clothing. Four parts of the uniform world help describe and explain the teams and locations that wear them. They do this through historical, influential, and forward thinking distinctions. / text

Title: Sponsorship system and proposals for utilisation of sponsored athletes in marketing communication of General Sport company Objectives: The main target of this diploma work is to create proposals for better utilisation of sponsored athletes in marketing communication that will be created on the basis of an overall analysis of General Sport Ltd. sponsorship issue. The proposals will be supported on the internal information and the company's datas and so they will be better implemented in practice. Methods: In this work there was mainly used a written and oral survey method. To evaluate the overall relation to the sponsorship and the utilisation of sponsored subjects there was also used a method of an in-depth interview that helped to gain greater inoformation. Basic facts about the company were being detected during the personal interviews with the company's executive directors. Combining these two methods of questioning was chosen for its additional character and greater gaining information. Results: The results of the entire work, based on both the information received from the sponsor and the information from the sponsored sides, show that the GS sponsorship system is insufficiently sophisticated. It lacks a clear structure, clear rules that are not respected by either side. The most...

Med bakgrund i Black Lives Matter-demonstrationerna problematiserar den här studien två reklamfilmer från sport- och klädföretaget Under Armours (UA:s) kampanj The only way is through med syfte att studera hur normer och värderingar främjas utifrån jämlikhet och mångfald i UA:s reklamfilmer. Detta studeras genom att undersöka hur vita personer, färgade personer (POC) och personer med olika etnisk bakgrund representeras i UA:s reklamfilmer och vad det finns för likheter och skillnader mellan dessa representationer. Det teoretiska ramverket utgår ifrån Stuart Halls representationsteori och postkoloniala teorier om orienten. Med fokus på narrativet i reklamfilmerna analyseras denotationer, konnotationer och myter genom en semiotisk metod. Med hjälp av det semiotiska analysverktyget analyseras representationer av POC och personer med olika etnisk bakgrund utifrån ett postkolonialt perspektiv. Resultatet visade att det finns skillnader mellan de etniska representationerna och slutsatser dras om att främjandet av normer och värderingar utifrån jämlikhet och mångfald skiljer sig åt mellan reklamfilmerna. / Based on the Black Lives Matter demonstrations, this study problematizes two commercials from the sports and clothing company Under Armors (UA) campaign The only way is through with the goal of studying how norms and values ​​are promoted based on equality and diversity in UA's advertising. This is studied by examining how white people, people of color (POC) and people with different ethnic backgrounds are represented in UA's advertising and what similarities and differences there are between these representations. The theoretical framework is based on Stuart Hall's theory of representation and postcolonial theories of the Orient. With a focus on the narratives in the advertisement; denotations, connotations and myths are analyzed through a semiotic method. Using a semiotic analytical tool, representations of POC and people with different ethnic backgrounds are analyzed from a postcolonial perspective. The results showed that there are differences between the ethnic representations and conclusions are drawn that the promotion of norms and values ​​based on equality and diversity differs between the commercials.

Syftet med studien är att undersöka och belysa faktorerna som kommer till uttryck i reklamfilmer, utifrån Hofstedes nationskulturella perspektiv. Detta genom att granska tre olika idrottsrelaterade bolag utifrån tre olika marknader. En kvalitativ metod tillämpades genom att observera tolv reklamkampanjer, fördelat på fyra per bolag. Detta för att skapa förutsättningar för att utförligt svara på studiens syfte och frågeställningar. Resultatet visar att vi utifrån studien kan dra slutsatsen att företagen inte använder sig av endast ett tillvägagångssätt, i vad som kommer till uttryck i videoklippen. Dock finns underlag som talar för en standardisering hos alla tre företagen ur ett globalt perspektiv. Det förekommer också en lokal anpassning som däremot uttrycker sig olika bland företagen.

Title: Strategy of marketing communication for Skechers on the Czech market Goals: The main objective of my thesis is to create a marketing strategy of communication for the Skechcers brand on the Czech market. This goal is based on identifying the biggest weaknesses of the brand. An important aspect of my thesis is also the comparison and inspiration of selected competitors, which are Nike and Under Armour. The target group of the communication strategy will be Generation Y in the Czech Republic. Methods: The practical part of my thesis, thus qualitative marketing research, was done in the form of an interview with two representatives from Skechers and Under Armour. The interview was centered around a previously prepared questionnaire, which was almost the same for both respondents - the only change was the name of the firm which the respondent represented. During the interview we focused on seven sections, which I discribe more in my thesis. A second method was used for the analysis of electronical documents and materials about existing marketing communications of Skechers and selected competitors. Results: The analytical part of the thesis is consisted of undertaken interviews with the representatives of Skechers and Under Armour. The results showed that Generation Y exclusively uses Under...