{"id":355305,"date":"2019-04-03T08:04:22","date_gmt":"2019-04-03T06:04:22","guid":{"rendered":"https:\/\/rtrsports.com\/obleceni-moda-a-sport-neomylna-kombinace-2\/"},"modified":"2026-09-17T18:37:20","modified_gmt":"2026-09-17T16:37:20","slug":"obleceni-moda-a-sport-neomylna-kombinace-2","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/obleceni-moda-a-sport-neomylna-kombinace-2\/","title":{"rendered":"Oble\u010den\u00ed, m\u00f3da a sport: neomyln\u00e1 kombinace"},"content":{"rendered":"

M\u00f3da a sport<\/strong> maj\u00ed mnoho spole\u010dn\u00e9ho: prvn\u00ed \u010derpala hojn\u011b z druh\u00e9ho a p\u0159inesla na trh mno\u017estv\u00ed v\u00fdrobk\u016f, kter\u00e9 byly d\u0159\u00edve omezeny na specifick\u00e9 aktivity nebo t\u011blocvi\u010dnu. Tento tok \u2014 od sportu do m\u00f3dy a pot\u00e9 od m\u00f3dn\u00edho syst\u00e9mu zp\u011bt na sportovn\u00ed ar\u00e9ny \u2014 se dnes stal jedn\u00edm z nejsiln\u011bj\u0161\u00edch motor\u016f sportovn\u00edho marketingu a sponzoringu.<\/p>\n

Z t\u011blocvi\u010dny na street style<\/h2>\n

V\u0161e za\u010dalo se sportovn\u00edmi botami<\/strong>. Obuv, p\u016fvodn\u011b navr\u017een\u00e1 pro sport, byla p\u0159epracov\u00e1na v sofistikovan\u011bj\u0161\u00edch verz\u00edch nebo limitovan\u00fdch edic\u00edch a stala se cenn\u00fdmi sb\u011bratelsk\u00fdmi kousky a nezbytn\u00fdmi prvky ka\u017edodenn\u00edho \u0161atn\u00edku, od mana\u017eer\u016f po dosp\u00edvaj\u00edc\u00ed. Proces, kter\u00fd se zd\u00e1l omezen\u00fd v\u00fdhradn\u011b na obuv, se n\u00e1sledn\u011b roz\u0161\u00ed\u0159il na oble\u010den\u00ed jako celek.<\/p>\n

V posledn\u00edch letech \u2014 s USA jako pr\u016fkopn\u00edkem trendu \u2014 za\u010dalo b\u00fdt j\u00f3gov\u00e9 oble\u010den\u00ed a kompresn\u00ed od\u011bvy no\u0161eny daleko za hranicemi t\u011blocvi\u010dny. Dnes je zcela b\u011b\u017en\u00e9 vid\u011bt p\u0159il\u00e9hav\u00e9 leg\u00edny \u2014 p\u016fvodn\u011b technick\u00e9 tr\u00e9ninkov\u00e9 oble\u010den\u00ed \u2014 kombinovan\u00e9 s kancel\u00e1\u0159sk\u00fdmi 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 vytv\u00e1\u0159en\u00ed sportovn\u011b inspirovan\u00fdch produkt\u016f pro ka\u017edodenn\u00ed \u017eivot se stalo ned\u00edlnou sou\u010d\u00e1st\u00ed jejich identity.<\/p>\n

Velk\u00e9 spolupr\u00e1ce: kdy\u017e se sport setk\u00e1v\u00e1 s haute couture<\/h2>\n

Nike<\/strong> a Adidas<\/strong> byly prvn\u00ed, kdo legitimizovaly toto man\u017eelstv\u00ed v glob\u00e1ln\u00edm m\u011b\u0159\u00edtku. 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 obrat v odv\u011btv\u00ed. Postupn\u011b p\u0159ibyly 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 ve stop\u00e1ch: Bikkembergs<\/strong> s fotbalem, Emporio Armani<\/strong> jako sponzor italsk\u00fdch olympijsk\u00fdch t\u00fdm\u016f a partner tenisty Fabia Fogniniho.<\/p>\n

Ralph Lauren uspo\u0159\u00e1dal p\u0159ehl\u00eddku ve sv\u00e9m soukrom\u00e9m gar\u00e1\u017ei, kde uchov\u00e1v\u00e1 svou vz\u00e1cnou sb\u00edrku automobil\u016f, doslova spojuj\u00edc\u00ed m\u00f3du a v\u00e1\u0161e\u0148 pro motory v jedin\u00e9 inscenaci. Gesto, kter\u00e9 hodn\u011b vypov\u00edd\u00e1 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 motorismu<\/strong> je spojen\u00ed s m\u00f3dou obzvl\u00e1\u0161t\u011b bohat\u00e9 a pestr\u00e9. Seznam od\u011bvn\u00edch spole\u010dnost\u00ed, kter\u00e9 se pod\u00edlely a nad\u00e1le pod\u00edlej\u00ed na 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\u00fd s vlastn\u00ed aktiva\u010dn\u00ed logikou, ale v\u0161ichni se spole\u010dn\u00fdm c\u00edlem: b\u00fdt vid\u011bn ve spr\u00e1vn\u00e9m kontextu, se spr\u00e1vn\u00fdm publikem, se spr\u00e1vn\u00fdm emocion\u00e1ln\u00edm dopadem.<\/p>\n

Rozs\u00e1hl\u00e9 vyu\u017e\u00edv\u00e1n\u00ed licenc\u00ed<\/strong><\/a> rovn\u011b\u017e poznamenalo sektor oble\u010den\u00ed a dopl\u0148k\u016f, kde p\u0159edn\u00ed motorsportov\u00e9 zna\u010dky \u2014 Norton<\/strong>, Lamborghini<\/strong>, Ferrari<\/strong>, Aston Martin<\/strong>, Porsche<\/strong> \u2014 propojily sv\u00e1 jm\u00e9na s bundy, botami, svetry a ko\u017ern\u00fdmi v\u00fdrobky, vytv\u00e1\u0159ej\u00edce \u017e\u00e1douc\u00ed p\u0159edm\u011bty p\u0159itahuj\u00edc\u00ed fanou\u0161ky a sb\u011bratele daleko za hranicemi z\u00e1vodn\u00ed dr\u00e1hy.<\/p>\n

Pro\u010d jsou sportovci dokonal\u00fdmi ambasadory pro m\u00f3du<\/h2>\n

Odpov\u011b\u010f je jednoduch\u00e1: mlad\u00ed, fyzicky zdatn\u00ed sportovci jsou ze sv\u00e9 podstaty vzory \u00fasp\u011bchu<\/strong>. Discipl\u00edny, ve kter\u00fdch z\u00e1vod\u00ed, p\u0159itahuj\u00ed miliony nad\u0161enc\u016f. Jejich fyzick\u00e1 p\u0159\u00edtomnost, talent a p\u0159\u00edb\u011bh jejich kari\u00e9ry z nich d\u011blaj\u00ed z\u00e1rove\u0148 aspira\u010dn\u00ed i dostupn\u00e9 osobnosti. Stoj\u00ed v centru popul\u00e1rn\u00ed kultury, zes\u00edleni tiskem a soci\u00e1ln\u00edmi m\u00e9dii, kter\u00e1 udr\u017euj\u00ed jejich popularitu daleko za sportovn\u00edmi v\u00fdsledky. 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 obohacen\u00ed o hodnoty, kter\u00e9 zt\u011bles\u0148uj\u00ed: 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 celosv\u011btovou viditelnost a vytv\u00e1\u0159et trval\u00e9 emocion\u00e1ln\u00ed asociace s publikem.<\/p>\n

Nej\u010dast\u011bji kladen\u00e9 ot\u00e1zky o 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: obrovsk\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, styl), kter\u00fd zhodnocuje jakoukoli zna\u010dku. Pro od\u011bvn\u00ed zna\u010dky generuje sportovn\u00ed sponzoring viditelnost, pozitivn\u00ed emocion\u00e1ln\u00ed asociace a p\u0159\u00edle\u017eitosti k brand storytellingu, kter\u00e9 jsou s jin\u00fdmi n\u00e1stroji obt\u00ed\u017en\u011b replikovateln\u00e9.<\/p>\n

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\r\n Kter\u00e9 m\u00f3dn\u00ed zna\u010dky byly sponzory v MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

Mnoho. 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 si vybudovala p\u0159\u00edtomnost v MotoGP jin\u00fdm zp\u016fsobem, ale v\u0161echny t\u011b\u017eily z glob\u00e1ln\u00ed expozice mistrovstv\u00ed a p\u0159\u00edm\u00e9ho kontaktu s vysoce v\u011brn\u00fdm publikem.<\/p>\n

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\r\n Jak funguje brand licensing v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/p>\n

Brand licensing v motorsportu umo\u017e\u0148uje automobilov\u00fdm a motocyklov\u00fdm zna\u010dk\u00e1m (Ferrari, Lamborghini, Porsche, Aston Martin, Norton) poskytnout pr\u00e1vo k u\u017e\u00edv\u00e1n\u00ed jejich zna\u010dky v\u00fdrobc\u016fm od\u011bv\u016f a dopl\u0148k\u016f. V\u00fdsledkem jsou od\u011bvy \u2014 ko\u017een\u00e9 bundy, boty, svetry \u2014 kombinuj\u00edc\u00ed kouzlo motorsportu s m\u00f3dn\u00ed kvalitou a vytv\u00e1\u0159ej\u00edc\u00ed produkty s vysokou vn\u00edmanou hodnotou, kter\u00e9 p\u0159itahuj\u00ed fanou\u0161ky a sb\u011bratele daleko za hranicemi tradi\u010dn\u00edho motorsportov\u00e9ho publika.<\/p>\n

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

Ano, pat\u0159\u00ed mezi nejefektivn\u011bj\u0161\u00ed. Elitn\u00ed sportovci jsou aspira\u010dn\u00edmi osobnostmi s oddanou z\u00e1kladnou fanou\u0161k\u016f, st\u00e1lou medi\u00e1ln\u00ed p\u0159\u00edtomnost\u00ed a hodnotami \u2014 discipl\u00edna, v\u00fdkon, zdrav\u00fd \u017eivotn\u00ed styl \u2014 dokonale slad\u011bn\u00fdmi s pozicov\u00e1n\u00edm, kter\u00e9 chce v\u011bt\u0161ina m\u00f3dn\u00edch zna\u010dek komunikovat. Jejich d\u016fv\u011bryhodnost je zalo\u017eena na konkr\u00e9tn\u00edch v\u00fdsledc\u00edch, nikoli na um\u011ble vytvo\u0159en\u00e9 popularit\u011b.<\/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 sponzoringu s t\u00fdmem MotoGP<\/a>. RTR Sports Marketing s v\u00edce ne\u017e 30 lety zku\u0161enost\u00ed v motorsportu podporuje spole\u010dnosti z m\u00f3dn\u00edho a lifestylov\u00e9ho sektoru 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 kolem konkr\u00e9tn\u00edch c\u00edl\u016f 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 \u010derpala hojn\u011b z druh\u00e9ho a p\u0159inesla na trh mno\u017estv\u00ed v\u00fdrobk\u016f, kter\u00e9 byly d\u0159\u00edve omezeny na specifick\u00e9 aktivity nebo t\u011blocvi\u010dnu. Tento tok \u2014 od sportu do m\u00f3dy a pot\u00e9 od m\u00f3dn\u00edho syst\u00e9mu zp\u011bt na sportovn\u00ed ar\u00e9ny \u2014 se dnes stal jedn\u00edm z nejsiln\u011bj\u0161\u00edch motor\u016f sportovn\u00edho marketingu a sponzoringu. Z […]<\/p>\n","protected":false},"author":14,"featured_media":157728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20122],"tags":[],"class_list":["post-355305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports-marketing-2"],"acf":[],"contentshake_article_id":"","yoast_head":"\nOble\u010den\u00ed, m\u00f3da a sport: neomyln\u00e1 kombinace - RTR Sports<\/title>\n<meta name=\"description\" content=\"M\u00f3da a sport sd\u00edlej\u00ed silnou vazbu. 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