{"id":354840,"date":"2019-04-03T08:04:22","date_gmt":"2019-04-03T06:04:22","guid":{"rendered":"https:\/\/rtrsports.com\/moda-a-sport-kombinace-ktera-vzdy-funguje\/"},"modified":"2026-09-17T13:57:12","modified_gmt":"2026-09-17T11:57:12","slug":"moda-a-sport-kombinace-ktera-vzdy-funguje","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/moda-a-sport-kombinace-ktera-vzdy-funguje\/","title":{"rendered":"M\u00f3da a sport: kombinace, kter\u00e1 v\u017edy funguje"},"content":{"rendered":"

M\u00f3da a sport<\/strong> maj\u00ed mnoho spole\u010dn\u00e9ho: prvn\u00ed z nich \u010derpala hojn\u011b z druh\u00e9ho, uv\u00e1d\u011bj\u00edc na trh mno\u017estv\u00ed produkt\u016f, kter\u00e9 d\u0159\u00edve byly vyhrazeny pro specifick\u00e9 aktivity nebo posilovnu. Tento tok \u2014 ze sportu do m\u00f3dy a pot\u00e9 ze syst\u00e9mu m\u00f3dy zp\u011bt na sportovn\u00ed ar\u00e9ny \u2014 se dnes stal jedn\u00edm z nejsiln\u011bj\u0161\u00edch marketingov\u00fdch motor\u016f ve sv\u011bt\u011b sportu a sponzoringu.<\/p>\n

Z posilovny na ulici<\/h2>\n

V\u0161e za\u010dalo tenisky<\/strong>. Tato obuv, p\u016fvodn\u011b navr\u017een\u00e1 pro sport, byla p\u0159einterpretov\u00e1na v sofistikovan\u011bj\u0161\u00edch verz\u00edch nebo jako limitovan\u00e9 edice a stala se vyhled\u00e1van\u00fdmi kousky v kolekc\u00edch n\u00e1vrh\u00e1\u0159\u016f a nezbytnou sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u0161atn\u00edku, od mana\u017eer\u016f po teenagery. Proces, kter\u00fd se zpo\u010d\u00e1tku zd\u00e1l omezen\u00fd pouze na obuv, se rychle roz\u0161\u00ed\u0159il na cel\u00e9 oble\u010den\u00ed.<\/p>\n

V posledn\u00edch letech \u2014 se Spojen\u00fdmi st\u00e1ty jako pr\u016fkopn\u00edky \u2014 se oble\u010den\u00ed na j\u00f3gu a kompresn\u00ed oble\u010den\u00ed za\u010dalo nosit daleko za hranicemi posilovny. Dnes je b\u011b\u017en\u00e9 vid\u011bt p\u0159il\u00e9hav\u00e9 leg\u00edny \u2014 p\u016fvodn\u011b navr\u017een\u00e9 jako technick\u00e9 tr\u00e9ninkov\u00e9 oble\u010den\u00ed \u2014 kombinovan\u00e9 s pracovn\u00edmi nebo v\u00edkendov\u00fdmi outfity. Velk\u00e9 sportovn\u00ed zna\u010dky tento trend zachytily a urychlily prol\u00edn\u00e1n\u00ed sportu a m\u00f3dy do t\u00e9 m\u00edry, \u017ee tvorba sportovn\u00edho oble\u010den\u00ed pro ka\u017edodenn\u00ed \u017eivot se stala ned\u00edlnou sou\u010d\u00e1st\u00ed jejich identity.<\/p>\n

Velk\u00e9 spolupr\u00e1ce: kdy\u017e sport potk\u00e1 haute couture<\/h2>\n

Nike<\/strong> a Adidas<\/strong> byly prvn\u00ed, kdo p\u0159ivedl toto spojen\u00ed do glob\u00e1ln\u00edho mainstreamu. Adidas je v t\u00e9to oblasti zvl\u00e1\u0161t\u011b aktivn\u00ed: trval\u00e9 spolupr\u00e1ce se Stellou McCartney<\/strong> a Yohji Yamamotem<\/strong> (linie Y-3) znamenaly pr\u016flom v oboru. N\u00e1sledovaly dal\u0161\u00ed kapsulov\u00e9 kolekce s Rafem Simonsem<\/strong>, Rickem Owensem<\/strong> a Jeremym Scottem<\/strong>, a\u017e po co-brandingovou dohodu s britskou streetwear zna\u010dkou Palace pro Wimbledon 2018. Dal\u0161\u00ed m\u00f3dn\u00ed domy \u0161ly stejnou cestou: Bikkembergs<\/strong> s fotbalem, Emporio Armani<\/strong> jako sponzor italsk\u00fdch olympijsk\u00fdch t\u00fdm\u016f a partner tenisty Fabia Fogniniego.<\/p>\n

Ralph Lauren dokonce uspo\u0159\u00e1dal m\u00f3dn\u00ed p\u0159ehl\u00eddku ve sv\u00e9m soukrom\u00e9m gar\u00e1\u017eov\u00e9m komplexu, uprost\u0159ed sv\u00e9 cenn\u00e9 sb\u00edrky automobil\u016f \u2014 doslova spojuj\u00edc\u00ed m\u00f3du a v\u00e1\u0161e\u0148 pro motory do jedn\u00e9 inscenace, kter\u00e1 vypov\u00edd\u00e1 mnoh\u00e9 o tom, jak propustn\u00e1 se stala hranice mezi t\u011bmito dv\u011bma sv\u011bty.<\/p>\n

Motorsport: \u00farodn\u00e1 p\u016fda pro m\u00f3du<\/h2>\n

Ve sv\u011bt\u011b motorsportu<\/strong> je spojen\u00ed s m\u00f3dou obzvl\u00e1\u0161t\u011b bohat\u00e9 a rozmanit\u00e9. Seznam od\u011bvn\u00edch firem, kter\u00e9 jsou nebo byly zapojeny do sponzoringu MotoGP<\/strong><\/a>, je dlouh\u00fd: BombBoogie<\/strong>, Pull&Bear<\/strong>, Gas<\/strong>, Fila<\/strong>, DonDup<\/strong>, Descente<\/strong>, Oakley<\/strong>, Lumberjack<\/strong>, A-Style<\/strong>, Nero Giardini<\/strong>. Ka\u017ed\u00e1 s vlastn\u00ed logikou aktivace, ale v\u0161echny se spole\u010dn\u00fdm c\u00edlem: b\u00fdt viditeln\u00fd ve spr\u00e1vn\u00e9m kontextu, se spr\u00e1vn\u00fdm publikem a se spr\u00e1vn\u00fdm emo\u010dn\u00edm dopadem.<\/p>\n

Rozs\u00e1hl\u00e9 vyu\u017e\u00edv\u00e1n\u00ed licencov\u00e1n\u00ed zna\u010dek<\/strong><\/a> zanechalo svou stopu tak\u00e9 v sektoru oble\u010den\u00ed a dopl\u0148k\u016f, kde p\u0159edn\u00ed zna\u010dky motorsportu \u2014 Norton<\/strong>, Lamborghini<\/strong>, Ferrari<\/strong>, Aston Martin<\/strong>, Porsche<\/strong> \u2014 spojily sv\u00e1 jm\u00e9na s bundami, botami, svetry a ko\u017een\u00fdmi v\u00fdrobky, vytv\u00e1\u0159ej\u00edce objekty touhy p\u0159itahuj\u00edc\u00ed fanou\u0161ky a sb\u011bratele daleko za r\u00e1mec z\u00e1vodn\u00edho okruhu.<\/p>\n

Pro\u010d jsou sportovci dokonal\u00fdmi ambasadory m\u00f3dy<\/h2>\n

Odpov\u011b\u010f je prost\u00e1: mlad\u00ed a fyzicky zdatn\u00ed sportovci jsou ze sv\u00e9 podstaty aspira\u010dn\u00edmi vzory<\/strong>. Discipl\u00edny, ve kter\u00fdch z\u00e1vod\u00ed, p\u0159itahuj\u00ed miliony nad\u0161en\u00fdch fanou\u0161k\u016f. Jejich fyzick\u00fd vzhled, talent a p\u0159\u00edb\u011bh kari\u00e9ry z nich d\u011blaj\u00ed z\u00e1rove\u0148 inspirativn\u00ed i dostupn\u00e9 osobnosti. Jsou ve st\u0159edu popul\u00e1rn\u00ed kultury, zes\u00edleni tiskem a soci\u00e1ln\u00edmi m\u00e9dii, kter\u00e1 \u017eiv\u00ed jejich popularitu daleko za hranicemi sportovn\u00edch v\u00fdsledk\u016f. Stru\u010dn\u011b \u0159e\u010deno: jsou ide\u00e1ln\u00edmi ambasadory zna\u010dky.<\/p>\n

Proto je strategicky p\u0159irozen\u00e9 vyu\u017e\u00edvat sportovn\u00ed celebrity<\/strong> k propagaci zna\u010dky a obohacov\u00e1n\u00ed ji o hodnoty, kter\u00e9 zt\u011bles\u0148uj\u00ed \u2014 v\u00fdkon, odhodl\u00e1n\u00ed, zdrav\u00fd \u017eivotn\u00ed styl, \u00fasp\u011bch. Sportovn\u00ed sponzoring<\/strong><\/a> se tak st\u00e1v\u00e1 komplexn\u00edm n\u00e1strojem budov\u00e1n\u00ed zna\u010dky, schopn\u00fdm generovat glob\u00e1ln\u00ed viditelnost a vytv\u00e1\u0159et trval\u00e1 emocion\u00e1ln\u00ed spojen\u00ed s publikem.<\/p>\n

\u010cast\u00e9 dotazy k m\u00f3d\u011b, sportu a sponzoringu<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n Pro\u010d m\u00f3da investuje do sportu?<\/b>\r\n <\/h3>\r\n\r\n
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Sport nab\u00edz\u00ed m\u00f3d\u011b t\u0159i z\u00e1kladn\u00ed prvky: velk\u00e1 a anga\u017eovan\u00e1 publika; sportovce jako v\u011brohodn\u00e9 a aspira\u010dn\u00ed ambasadory zna\u010dky; a syst\u00e9m hodnot (v\u00fdkon, discipl\u00edna, \u017eivotn\u00ed styl), kter\u00fd posiluje jakoukoli zna\u010dku. Pro od\u011bvn\u00ed zna\u010dky sponzoring sportu generuje viditelnost, pozitivn\u00ed emocion\u00e1ln\u00ed asociace a p\u0159\u00edle\u017eitosti pro brand storytelling, kter\u00e9 jsou jin\u00fdmi prost\u0159edky t\u011b\u017eko dosa\u017eiteln\u00e9.<\/p>\n

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\r\n Kter\u00e9 m\u00f3dn\u00ed zna\u010dky sponzorovaly v MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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Mnoho z nich. Mezi nejzn\u00e1m\u011bj\u0161\u00ed pat\u0159\u00ed: BombBoogie, Pull&Bear, Gas, Fila, DonDup, Descente, Oakley, Lumberjack, A-Style, Nero Giardini. Ka\u017ed\u00e1 budovala svou p\u0159\u00edtomnost v MotoGP s r\u016fzn\u00fdmi aktiva\u010dn\u00edmi strategiemi, ale v\u0161echny profitovaly z glob\u00e1ln\u00edho dosahu \u0161ampion\u00e1tu a kontaktu s vysoce v\u011brn\u00fdm publikem.<\/p>\n

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\r\n Jak funguje licencov\u00e1n\u00ed zna\u010dek v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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Licencov\u00e1n\u00ed zna\u010dek v motorsportu umo\u017e\u0148uje automobilov\u00fdm a motocyklov\u00fdm zna\u010dk\u00e1m (Ferrari, Lamborghini, Porsche, Aston Martin, Norton) postoupit u\u017e\u00edv\u00e1n\u00ed sv\u00e9ho jm\u00e9na v\u00fdrobc\u016fm oble\u010den\u00ed a dopl\u0148k\u016f. V\u00fdsledkem jsou od\u011bvy \u2014 ko\u017een\u00e9 bundy, boty, svetry \u2014 kombinuj\u00edc\u00ed glamour motorsportu s kvalitou m\u00f3dy a vytv\u00e1\u0159ej\u00edc\u00ed produkty s vysokou vn\u00edmanou hodnotou.<\/p>\n

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\r\n Jsou sportovci efektivn\u00edmi ambasadory pro m\u00f3dn\u00ed zna\u010dky?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

Ano, pat\u0159\u00ed mezi nejefektivn\u011bj\u0161\u00ed. Vrcholov\u00ed sportovci jsou aspira\u010dn\u00edmi postavami s v\u00e1\u0161nivou z\u00e1kladnou fanou\u0161k\u016f, st\u00e1lou medi\u00e1ln\u00ed p\u0159\u00edtomnost\u00ed a hodnotami (discipl\u00edna, v\u00fdkon, zdrav\u00fd \u017eivotn\u00ed styl), kter\u00e9 se dokonale shoduj\u00ed s positioningem, kter\u00fd chce v\u011bt\u0161ina m\u00f3dn\u00edch zna\u010dek komunikovat. Jejich v\u011brohodnost vych\u00e1z\u00ed ze skute\u010dn\u00fdch \u00fasp\u011bch\u016f, nikoli z um\u011bl\u00e9 sl\u00e1vy.<\/p>\n

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\r\n Jak m\u016f\u017ee m\u00f3dn\u00ed zna\u010dka vstoupit do MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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Prost\u0159ednictv\u00edm sponzorsk\u00e9 smlouvy s t\u00fdmem MotoGP<\/a>. RTR Sports Marketing s v\u00edce ne\u017e 30 lety zku\u0161enost\u00ed v motorsportu podporuje spole\u010dnosti z oblasti m\u00f3dy a lifestyle p\u0159i strukturov\u00e1n\u00ed strategick\u00fdch partnerstv\u00ed s t\u00fdmy a jezdci Mistrovstv\u00ed sv\u011bta. Ka\u017ed\u00fd projekt je budov\u00e1n na m\u00edru specifick\u00fdm c\u00edl\u016fm zna\u010dky.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

M\u00f3da a sport maj\u00ed mnoho spole\u010dn\u00e9ho: prvn\u00ed z nich \u010derpala hojn\u011b z druh\u00e9ho, uv\u00e1d\u011bj\u00edc na trh mno\u017estv\u00ed produkt\u016f, kter\u00e9 d\u0159\u00edve byly vyhrazeny pro specifick\u00e9 aktivity nebo posilovnu. Tento tok \u2014 ze sportu do m\u00f3dy a pot\u00e9 ze syst\u00e9mu m\u00f3dy zp\u011bt na sportovn\u00ed ar\u00e9ny \u2014 se dnes stal jedn\u00edm z nejsiln\u011bj\u0161\u00edch marketingov\u00fdch motor\u016f ve sv\u011bt\u011b sportu […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-354840","post","type-post","status-publish","format-standard","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"\nM\u00f3da a sport: kombinace, kter\u00e1 v\u017edy funguje - RTR Sports<\/title>\n<meta name=\"description\" content=\"Jak se m\u00f3da a sport navz\u00e1jem ovliv\u0148uj\u00ed: sponzoring MotoGP, licencov\u00e1n\u00ed zna\u010dek, sportovci jako testimoniali a vliv motorsportu na m\u00f3dn\u00ed pr\u016fmysl.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/moda-a-sport-kombinace-ktera-vzdy-funguje\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00f3da a sport: kombinace, kter\u00e1 v\u017edy funguje\" \/>\n<meta property=\"og:description\" content=\"Jak se m\u00f3da a sport navz\u00e1jem ovliv\u0148uj\u00ed: sponzoring MotoGP, licencov\u00e1n\u00ed zna\u010dek, sportovci jako testimoniali a vliv motorsportu na m\u00f3dn\u00ed pr\u016fmysl.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/moda-a-sport-kombinace-ktera-vzdy-funguje\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/01\/pramac-hero-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"M\u00f3da a sport: kombinace, kter\u00e1 v\u017edy funguje\",\"datePublished\":\"2019-04-03T06:04:22+00:00\",\"dateModified\":\"2026-09-17T11:57:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/\"},\"wordCount\":1112,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"articleSection\":[\"MotoGP\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/moda-a-sport-kombinace-ktera-vzdy-funguje\\\/\",\"name\":\"M\u00f3da a sport: kombinace, kter\u00e1 v\u017edy funguje - 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