Tashi, Adidas e o jogo da imagem : o product placement como estratégia narrativa em Challengers

Abstract

This study analyzes how the brand Adidas is integrated into the narrative of the film Challengers (2024) through the strategy of product placement. By examining the presence of the brand in costumes, props, and within the storyline of the protagonist Tashi, the research investigates how Adidas contributes to building the character’s image and reinforces the story’s realism. Using a case study, the study also considers the context of the current attention economy and the challenges faced by traditional advertising. The analysis reveals that the product placement in Challengers goes beyond brand promotion: it strengthens the narrative and enhances the symbolic value of the brand by associating it with success, excellence, and style.