SUSTAINABLE MARKETING IN THE SPORTS INDUSTRY: COMMUNICATING THE ADVANTAGES OF NATURAL LATEX IN HIGH PERFORMANCE EQUIPMENT. CASE STUDY: GOALKEEPER GLOVES
Abstract
This study explores the role of natural latex in the production and marketing of high-performance goalkeeper gloves, focusing on how sustainability and material performance can be communicated effectively within the sports industry. Natural latex remains the preferred material for glove palms due to its exceptional grip, elasticity, and shock-absorption qualities, as well as its renewable and biodegradable nature. However, despite these advantages, many sports brands underutilize sustainability in their communication strategies, resulting in limited consumer awareness of the ecological benefits associated with natural latex. Overall, the study demonstrates that sustainable marketing is not only compatible with high-level sports performance but can also serve as a powerful tool for product differentiation and long-term brand positioning.
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Copyright (c) 2026 Anka Roxana Pascariu, Liviu Marcel Moraru
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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL
ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)
PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
FREQUENCY: Annual
PUBLICATION LANGUAGE: English
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