Developing Communication Campaign with Use of Social Media for Brands of Sports Goods

The article studies specific features, indentifies regularities, develops communication campaign of the brand with use of social media on market of sports goods. The notion ‘communication campaign’ was researched, key communication trends of sports industry brands were provided, communication types were identified, trends of communication process development in sports brands were shown and features and preferences of their target audience were demonstrated. The author analyzed experience of introducing communications with use of social media in practice of sports brands, carried out complex diagnostic of their SMM-activity and content marketing, identified specific features of communication and interaction with customers of target groups. And finally conclusions and provisions were given that stipulate topicality of further research of the subject concerning the use of social media and digital-tools in communication campaigns.

1. Lyubinskiy M. S. Ispolzovanie tekhnologiy iskusstvennogo intellekta dlya analiza nastroeniy klientov na osnove ikh vzaimodeystviy v CRM [Using AI Technologies for Analyzing Customer Feelings on the Basis of their Interactions in CRM]. Vestnik nauki [Bulletin of Science], 2025, No. 4 (85), pp. 799–803. (In Russ.).

2. Melekhova A. S. Sotsialnye seti kak instrument privlecheniya vnimaniya i formirovaniya loyalnosti na rynke sportivnykh tovarov [Social Nets as Tool of Attracting Attention and Shaping Loyalty on Market of Sports Goods]. The Concept of Today’s World Structure in Times of Digits: collection of academic works on materials of the 12th International Conference. Moscow, April 1, 2025. Moscow, Autonomous Non-Profit-Making Organization of Further Professional Education ‘The Center of Education and Science Development’, 2025, pp. 137–146. (In Russ.).

3. Melekhova A. S. Strategiya prodvizheniya spetsialnykh meropriyatiy s ispolzovaniem digital-kommunikatsii [Strategy of Promoting Special Events with Use of DigitCommunication]. Sovremennyy marketing: ekosistemnye podkhody, tsifrovizatsiya i perspektivy razvitiya [Today’s Marketing: Ecosystem Approaches, Digitalization and Prospects of Development]. Moscow, Rusayns, 2023, pp. 312–323. (In Russ.).

4. Sukhostav E. V. Razvitie tsifrovogo marketinga v sportivnoy industrii [Developing Digital Marketing in Sports Industry]. Ekonomika i biznes: teoriya i praktika [Economics and Business: Theory and Practice], 2024, No. 10-2 (116), pp. 94–96. (In Russ.).

5. Feoktistova U. A., Romanovich V. K. Kommunikatsionnaya kampaniya brenda: sushchnost i osobennosti [Communication Campaign of Brand: Essence and Features]. Ekonomika i biznes: teoriya i praktika [Economics and Business: Theory and Practice], 2022, No. 2, pp. 200–201. (In Russ.).