Moda e representação social: a estratégia da fila com Mano Brown

Abstract

This work aims to analyze the communication strategy of the sports brand Fila in its partnership with rapper Mano Brown, investigating how this collaboration is articulated in terms of cultural identity and social representation. Originally a sports brand founded in the Italian Alps with over 110 years of history, Fila has become an icon of streetwear in Brazilian favelas, connecting with urban culture. The research seeks to understand how this transition of Fila from a traditional sports brand to a cultural symbol in the peripheries was built, especially through the use of Mano Brown's image and discourse, a highly influential figure in the musical and social scene, in the campaign. The analysis is based on authors such as Jean Baudrillard, Zygmunt Bauman, Lívia Barbosa, and Colin Campbell, who provide a theoretical foundation on consumption, cultural identity, symbolism, and the relationship between fashion and society. This study aims to understand how this partnership strengthens the emotional connection between the brand and its new target audience, particularly young people from the peripheries, and how it reflects Fila's transformation into a cultural icon beyond sports.