The best claims of sports brands From "Just do it" by Nike to "Veste gli Dei" by Zeus

The awareness of sports brands depends a lot on the claim, on the idea that in a few words encompasses the attitude, objective and target of a particular brand. Nike, adidas, PUMA and many others base their market power on a slogan that has created so much empathy that it is immediately associated with the brand name. Each has a different story, each has had a different impact on the evolution and awareness of the brand, in a path that has not always been linear. In a market that travels at a crazy pace, many brands have opted for a "seasonal" change of the claim - which over the years has turned into a hashtag - with promotional campaigns that have a life of their own and consequently have dedicated slogans.

Just Do It - Nike  

Brands that implement different strategies, that attack different markets and that enjoy a different type of visibility also boast high-level claims. New Balance's "Fearlessly independent since 1906" tells the historicity of the Boston-based company, a historicity that Kelme also wants to underline with its "Leave the mark". Macron makes his slogan an ode to the willpower of sportsmen: "Work hard, play harder" is the message of the first Italian sports brand. From Denmark come Hummel's "protagonists since 1923" (literally "Character since 1923"), while from Japan comes the search for perfection with Mizuno's "Reach beyond". Kappa and his "People on the move" try to connect all sports, just like UHLSport with "Never stop. Play on". Other Italian brands are Zeus - which has been "Veste gli Dei" since 1999 -, Givova with "Your sporty side" and Acerbis, technical sponsor of Spezia, with "Soul and passion".