O papel da nike nas transformações da publicidade de futebol nos anos 1990

Abstract

This study investigates the evolution of football advertising throughout the 20th century, aiming to understand the disruption brought about by Nike in the 1990s. The research is structured into five chapters: the introduction, which outlines the study and its motivations; the second chapter, addressing the historical context of Nike’s origins and its relationship with footballer Ronaldo Fenômeno; the third chapter, which explores the construction of idols in advertising and football, drawing on theorists such as Edgar Morin and his concept of “olympians” (1962), as well as Raymond Williams and his analysis of advertising as a “magic system” (1961), alongside emblematic cases like Leônidas da Silva, Pelé, Maradona, and Ronaldo; the fourth chapter, based on Laurence Bardin’s content analysis (1977) and bibliographic/documentary research, presenting the historical origins of football and its intersection with advertising, their evolution across the 20th century, Nike’s role in disrupting football advertising practices from the 1990s onward, and the ramifications of these changes in the 21st century; and a final chapter of concluding remarks, reaffirming the previous sections and reflecting on new perspectives emerging from this work.