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Global Sport Business Journal

Global Sport Business Journal

Abstract

While there has been a “nostalgia boom” in the sport industry from the standpoint of apparel and branding, the interpretation of retro design components by sport consumers has been neglected by sport management scholars. The primary aim of this study was to decipher distinct patterns in retro design specifications and how sport consumers respond to these retro branding elements. Concentrating on specific details of retro branding (e.g., aspects of team logo and uniform design elements), the present study enhances the understanding of retro branding tactics utilized by sport organizations and how retro product offerings are perceived by the consumer. Sixteen sport consumers with thorough knowledge of retro branding practices in sport participated in in-depth semi-structured interviews. The results of this study demonstrate there are three distinct themes across the collected data (i.e., general sport retro associations, retro design elements, and impact of retro design details).

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