The Mega-Trend Urban Culture: Sport as Part of and Driver of Urban Culture
Sport drives culture. Culture drives sport. In a dynamic and impressive interplay, they create impulses for a modern lifestyle. Sport is the most important driver of our world and we show how it influences cultural life and shapes our coexistence.
The company, which was founded in Italy, has its headquarters in Seoul, South Korea, since 2007. The sporting goods manufacturer presents on FILA Instagram page “filausa” as a lifestyle brand with a retro touch.
On Reebok Instagram, the company relies on well-known brand faces, such as top models Gigi Hadid, who herself has 77 million followers. Like all top 10 accounts, the Adidas subsidiary posts in English.
An outdoor brand among the top 10 brands is the US company Patagonia. With posts that create awareness of the environment and sustainability, Patagonia Instagram makes it into the top 10.
Two outdoor brands have made it into the top 10. The North Face Instagram collaborations like the hashtag #SheMovesMountains about adventurous and courageous female climbers, that The North Face pursues together with SportScheck, are well received by the Instagram community.
While companies like FILA have more than 100 years of company history on their backs, Gymshark was founded in 2012 by teenagers around Ben Francis. Less than seven years later, the manufacturer and online retailer of fitness clothing and accessories has become a social media power with Gymshark Instagram 6.1 million followers.
On New Balance Instagram, the British company highlights lifestyle shots and prominent partners. Probably the biggest driving force at the moment is FC Liverpool, which is equipped by the sporting goods manufacturer.
Under Armour CEO Kevin Plank is notorious for his rousing and megalomaniac performances. The Baltimore-based company does not spill over on Under Armour Instagram either, as the more than 8 million followers of the brand founded in 1996 prove.
Full Influencer power ahead at Puma Instagram! With Selena Gomez, the company from Herzogenaurach has an Instagram-institution (393 million followers!) as its driving force. In addition, there are big names such as Antoine Griezmann, Borussia Doortmund and, most recently, the company’s NBA comeback, which should give the US market some tailwind.
Adidas Originals has to be content with the second largest account. But Adidas has much more in store: The Instagram account "Adidasfootball" has an additional 32.3 million followers. The company's own account "Adidas" has another 27.1 million. And "small" accounts such as "Adidas_de" have hundreds of thousands more fans. Such figures clearly show the potential that lies dormant in company accounts tailored to target groups.
Nike Instagram account has an impressive 274 million followers, making it the third largest corporate account after the in-house account of Instagram and National Geographic. “Nikefootball” adds another 45.4 million followers, “nikesportswear” has 7.8 million followers. Impressive figures from the US sporting goods manufacturer, which also has Cristiano Ronaldo, the most popular sportsman at Instagram, as its advertising face. The two have found each other.
The sport brands online release is a tribute to the modern world rhythm, where all life takes place in social networks. And Instagram is a platform that provides an opportunity for sportswear brands online retailers to become even more popular and to promote their values to an audience of millions.