Netshoes, the country’s largest e-commerce platform for sports and lifestyle products, celebrates its 25-year history with a campaign that reinforces its connection with “Generation N”—a community created by the brand and passionate about sports, regardless of age. Launched on Monday, March 10th, the campaign carries the message that “at Netshoes, everyone comes together,” reflecting the power of sports to unite different generations.
“We are celebrating not only our journey 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 within the community that seeks quality of life, convenience, and a sports-oriented lifestyle.”
For Fabio Bronco, Branding and Creative Manager at Netshoes, the strategy to celebrate the company’s 25th anniversary revolves around timeless symbols, reviving visual and even iconic elements from the past. “A parallel between opening a store and the customer-product interaction in 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, aiming to mark a strong campaign present throughout all communications.”
The materials will be presented to the public through 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 2000s nostalgia, the era when the brand and the generation that is now 25 years old were born. For this, the main spokesperson for the influencer team will be singer Kelly Key—who has over 9 million followers and embodies this connection with 2000s nostalgia. Also reinforcing the team are athlete Anabel Nascimento and illustrator Elaine Pereira.
For consumers, the brand is betting on promotions with discounts of up to 80% and gamification, such as a coupon generator that releases a new discount every hour via app notifications. Among the highlighted products are “generational” sneakers, featuring classic models like Converse, which have marked multiple generations and remain icons of style and performance.
A successful journey
Over the years, Netshoes has established itself as a trusted platform and the premier shopping destination in the sports universe. The brand combines products from various sports disciplines and items for those who adopt sports as a lifestyle—”sportstyle”—with quality, comfort, and style for its customers.
Additionally, it has always been guided by a focus on delighting customers with a vast assortment of products, the quality and origin of brands, fast and guaranteed delivery. Recently, the brand updated its positioning, including a redesign of its logo and changing its slogan to “Go at your own pace.” These changes mark a new step toward an expanded product portfolio. The strategy also includes adding new elements to consumer relationships, with more content, influence, and exclusive events for the sports world.
