STRATEGI KOLABORASI BRAND DENGAN KOMUNITAS OLAHRAGA URBAN (STUDI PADA KOMUNITAS PADEL DI INSTAGRAM @PADELCREW.ID)

Abstract

The purpose of this article is to analyze brand collaboration strategies with urban sports communities through Instagram, focusing on the padel community. This research uses a qualitative approach with a case study method, with in-depth interviews with founders and community members as the subjects. The results show that brand collaboration strategies with the padel community are implemented through three main forms: event activation, content production, and community sponsorship. Instagram serves as the primary medium for distributing collaborative messages and building engagement with audiences. Therefore, this collaboration not only benefits the brand by increasing visibility but also strengthens the community's presence within the urban sports ecosystem, thus giving the sports community strategic potential as a brand communication partner in the digital era.