Femvertising of sport brands: an empowering gem or a pink washed scam? : A qualitative study on the effect of female empowering marketing of sports brands on women

This study investigates the impact of femvertising from sports brands on women. Specifically, women's perceptions of Nike and Adidas advertisements, as instances of pink washing. The purpose of this study is to clarify the advantages and disadvantages of female-targeted advertising from sports brands, in particular from Nike and Adidas.the research method chosen was qualitative study based on semi structured interviews.This study provides useful insights for sports businesses to develop sincere, inclusive, and socially responsible marketing efforts that promote change. Fostering equity in the sports branding sector requires openness, inclusion, and a long-term commitment.