Estrategias de inclusión en la moda deportiva: evaluación de las marcas Nike y Adidas en Instagram

Abstract

The inclusion in the content published by brands on Instagram is crucial to strengthen their social commitment and establish meaningful connections with their audiences (Viglia et al., 2023). This approach responds to the growing representation and visibility of traditionally marginalized groups, such as people with functional diversity. Brands like Nike and Adidas have led inclusion initiatives by developing adapted products and addressing functional diversity in their campaigns. However, the challenge of consolidating a market that fully integrates these values persists (Caerols, Tapia & Carretero, 2013). In this context, inclusive posts become strategically significant for influencing users' perceptions and promoting greater social acceptance (Udupa & Sharma, 2023). This research, using a mixed methodology that combines content analysis, focus group and a survey, analyzes the communication strategies of Nike and Adidas on Instagram, assessing the impact of their posts related to inclusion. The objectives include examining the elements that make up these contents and understanding their reception among Centennial users. The results reveal that neither of the brands pays adequate attention to inclusion issues. In fact, 96% of users believe that the brands do not include people with functional diversity in their advertising campaigns.