ABSTRACT
The decreasing role of traditional landmarks such as states, unions, churches and families in postmodern societies seems to have created a space that brands have been increasingly investigating to become significant societal landmarks and powerful entities. In this general context, sport brands are playing a significant part as they possess this ability, as luxury and prestige brands, to make people dream. Some of these brands represent and feature the history and contemporary myths of their creators (for example it is said that Bill Bowerman, one of Nike's founders, used his wife's waffle iron to design the sole of what became the waffle trainer), products, athletes and even events which are associated with them. Therefore, it appears necessary to better understand the different dimensions and approaches which structure the tangible relationships between sport brands and their consumers, particularly in a context of market economies’ globalisation.
