Discourse analysis on how sports equipment companies change every aspect of people’s life through sport, focus on advertising campaigns and mission statements.

The paper should use examples from a few (4-5) sports companies and should find patterns and contrasts in the discourses they use. Concepts such as social constructs, storytelling, metaphors, social power of groups, intertextuality should be used. Reebok’s campaign “be more human” is a good example.