Contribuições para marcas de surf considerando protagonismo feminino

Abstract

This research seeks to describe the project named “Contributions for surf brands considering women leadership” and to present the obtained results. The study aims to identify communication strategies or construction of brands that establish representation for the female audience from the surf scene, and generate contributions for new brands in the same segment. To development the research, it is presented the surfing scenario in Brazil, the practice by the female audience and the definitions of female protagonism and gender equality from the sports’ point of view. Then, it’s built a comparative analysis between 12 surf brands to understand how women are represented in the scene. Next, the results are validated with 111 female surfers and sports enthusiasts through na online survey, in order to measure the relevance of the study’s responses. As a result of the research, it is expected to find branding and marketing contributions for companies that seek to communicate female protagonism in surfing (and related sports), whether for creation or brand strengthening.