Dangerous liaisons: how can sports brands capitalise on the Hip Hop movement
by Barbara Manivet, Andre Richelieu
International Journal of Sport Management and Marketing (IJSMM), Vol. 3, No. 1/2, 2008

Abstract: Hip Hop represents an important development potential for professional sports teams and equipment makers. This article examines the literature on diffusion and adoption processes, which stresses the ongoing adjustment of Hip Hop culture, the challenges, opportunities and constraint factors a professional sports team or an equipment maker should consider when approaching Hip Hop. Hip Hop requires authenticity and preaches different values from those of the sports fans. Therefore, we recommend a bipolar strategy with a set of operational actions directed at Hip Hop, on one hand, and team core fans on the other, together with a 'buffer' zone for the mass market.

Online publication date: Sun, 02-Dec-2007

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