International Journal of Sport Management and Marketing vol:2 issue:1/2 pages:160-174
The aim of the paper is to understand the social usage of sporting goods. Our observations show that goods are not only necessary to practice;they reveal values, social networks and consumption patterns which are an integral part of the sports culture. The consumption of sporting goods is often used to shape an identity, usually positive, to obtain recognition and to have new social and bodily experiences. We argue that sporting goods consumption
is related to social presentations, representations and narratives that express the symbolic boundaries of one’s self and is a resource in the construction of subcultures.