Dance and branding : a turbulent relationship
Dance and more precisely hip-hop culture is more and more present in advertisements. We can take the example of Nike or Adidas who want to demonstrate the comfort and the support of their shoes, of Evian who uses dance to represent the effect of their water to stay young, etc. All these examples show a real interest from the brands for dance, because it is indeed a communication tool that goes off the beaten track. But what are the missions of these brands? What are the dancers' missions? Is being accompanied an asset?
