Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • 'Made in Portugal': increasingly conspicuous and synonymous with quality
  • 'Made in Portugal': increasingly conspicuous and synonymous with quality
    Kevin Morris, Creative Commons (2011) ©
CASE STUDY

CR7 Footwear: building Portugal’s national brand

CR7 Footwear is the latest addition to Cristiano Ronaldo’s formidable superbrand – currently valued at $8 million. But this premium men’s footwear label represents more than a celebrity-endorsed line; it’s the latest offering in Portugal’s impressive entrance onto the world stage of luxury goods.

Location Portugal

Scope
Cristiano Ronaldo is something of a superbrand. Valued by Forbes at $8 million, and with a celebrity profile as impressive as his bank balance, the man even has his own museum – Museu CR7 can be found on the footballer’s native island of Madeira. [1][2]

And he’s winning on social media as much as he is on the football pitch, with more than 85 million Facebook fans (more than any other sportsman) and over 26 million Twitter followers. [3] So does it really come as any surprise that he’s now launched ...

Canvas8

Related

  • Article image A sector snapshot of luxury

    Why are luxury brands losing their logos and going under the radar? How did the wealthy learn to share? Is a new luxury elite pricing everyone else out? And why has high fashion gone pop?

  • Article image The Green Soccer Journal: a new niche of football fandom

    For many lads in the UK, football is key to their upbringing. More than half a billion people watched the FA Cup final in 2013 – sports fans are a formidable group. But is rampant misogyny, hooliganism, and heavy drinking really the hallmarks of a modern footy fan?

  • Article image Is French luxury still alive?

    French know-how, heritage, and traditions are the essence of luxury. This expertise is acknowledged globally – nearly 85% of all French luxury goods are exported. But, with the rise of new markets such as China and Russia, is France still the world’s top reference for luxury?

  • The rise of the male supermodel The rise of the male supermodel

    Kate, Claudia, Naomi, Gisele... these women are so iconic that surnames are no longer necessary – their faces have become regular fixtures on magazine covers and billboards alike. Now, male models are building similar reputations, transcending their old role of photoshoot props.