Netshoes, the largest e-commerce company for sports and lifestyle goods in the country, is celebrating its 25th anniversary with a campaign that reinforces its connection with “Generation N” — a community created by the brand that is passionate about sports, regardless of age. Launched on Monday, March 10, the campaign conveys the message that “at Netshoes, everyone can meet,” reflecting the power of sports to unite different generations.
“We are celebrating not only our history, but also our commitment to connecting generations through a passion for sports,” says Gabriele Claudino, head of marketing at Netshoes. “Generation N symbolizes a growing movement in the community that seeks quality of life, practicality and a sports lifestyle.”
For Fabio Bronco, Branding and Creation Manager at Netshoes, the strategy to celebrate the company’s 25th anniversary involves timeless symbols that bring back visual and even iconic elements from the past. “A parallel between the opening of a store and the customer-product interaction on the Netshoes app, told from the perspective of a sports enthusiast. The concept is also reflected in the presence of the N in different versions, with the aim of creating a strong campaign that is present throughout the entire communication.”
The materials will be presented to the public in Out Of Home media, the company's social networks and digital media, and will permeate the brand's campaigns throughout the year.
On Instagram, Netshoes will explore the theme of nostalgia for the 2000s, the era in which the brand and the generation that is now 25 years old were born. To this end, the main spokesperson for the influencer team will be singer Kelly Key – who has more than 9 million followers and brings this connection with the nostalgia of the 2000s. Also joining the team are athlete Anabel Nascimento and illustrator Elaine Pereira.
For consumers, the brand is betting on promotions with up to 80% off and gamification with, for example, a coupon generator that releases a new discount every hour through notifications in the app. Among the standout products are “generational” sneakers, with classic models like Converse, which have marked several generations and continue to be icons of style and performance.
Success story
Over the years, Netshoes has established itself as a trusted platform and the main shopping destination in the sports world. The brand brings together products from various sports and items for those who adopt sports as a lifestyle, the “sportsstyle”, with quality, comfort and style for its customers.
Furthermore, the company has always focused on delighting customers with its vast product range, the quality and provenance of its brands, and fast and guaranteed delivery. The brand recently updated its positioning, including a redesign of its logo and a change of its slogan to “Go at your own pace.” These changes mark a new step towards an expanded product portfolio. The strategy also includes adding new elements to its relationship with consumers, with more content, influence, and exclusive events for the sports world.
