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Keywords: Sports footwear brand
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Journal Articles
Between pragmatism and symbolism: the sports footwear choices of lower-middle-class Generation Z in Brazil and Portugal
Available to Purchase
International Journal of Sports Marketing and Sponsorship 1–30.
Published: 03 April 2026
..., macroeconomic conditions, and particularly in digital trends, such as the growing influence of social media platforms, algorithm-driven consumption, and the role of influencers, can rapidly reshape how Generation Z consumers perceive and interact with sports footwear brands. This fluidity is a key factor...
