Marketing emocional no setor esportivo: uma análise comparativa das estratégias da Nike e Adidas

Abstract

Emotional marketing has emerged as a key strategy for building affective bonds between brands and consumers, especially in symbolic sectors such as the sports industry. This study aims to conduct a comparative analysis of the emotional marketing strategies adopted by Nike and Adidas, investigating how these brands use emotional appeals to influence purchasing behavior and foster customer loyalty. The applied research adopted a mixed-methods approach, combining documentary analysis of brand campaigns and reports with an online questionnaire administered to 87 consumers. The quantitative and qualitative results revealed that Nike is stronger at generating inspiration and immediate emotional engagement, particularly among younger audiences, through bold and polarizing narratives, such as the "Dream Crazy" campaign. Adidas, on the other hand, demonstrated a more solid and progressive connection with mature consumers, based on values of authenticity, inclusion, and perceived value, as observed in campaigns like "Impossible is Nothing." The analysis also identified a dissociation between emotional engagement and the formation of a long-term bond, indicating that the purchasing decision in the sports sector is hybrid, influenced by both emotional factors and rational criteria. It is concluded that, although both brands are successful in applying emotional marketing, their strategies reflect distinct positioning: Nike prioritizes narrative intensity and courage, while Adidas invests in authenticity and long-term relationship building. The study offers valuable insights for marketing managers and highlights the importance of balancing emotion and reason in sports branding strategies