The paradoxical marketing of sports equipment brands. [El marketing paradójico de las marcas de material deportivo].
<p align="justify">As Ko (2013) pointed out, the sport industry is a large and fast growing business. The U.S. market accounted for as much as $400-435 billion in 2012. Sports equipment companies provide the products required to practice and enjoy sports: clothing, footwear, and othe...
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