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| Marketing with Influencers on Instagram - The case of Gymshark. |
Arsenis Thomas,
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Abstract:
A large part of the retail industry focuses on sports. The sports community and the retail companies constitute a market that in the last years has attracted interest from marketing professionals and investors. It owns products and services created for the needs of sports. The purpose of this study is to explore the sports marketing strategy of a sportswear company, Gymshark. The presentation of the strategy implemented through the Instagram platform and the collaboration with the opinion makers of the sports field helped an individual retail startup to develop into a widely recognizable brand in less than a decade. This phenomenon is of great interest as it is directly related to the adoption of sports ideals in the context of corporate identity and social corporate responsibility in the field of the sports products industry. The conclusion of the case study shows that the strategy of promotion through the influence of sports Influencers had positive results for the successful course of the company.
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