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A Energia da Mike Davis
Na sua origem a marca nasce associada a equipamento desportivo, essencialmente para a prática de windsurf e ténis.
The Mike Davis Energy
In its origin, the brand was born associated with sports equipment, essentially for windsurfing and tennis.
The energy of the sea and the novelty of a sport, full of emotion and color. The beauty and elegance of tennis movements, sports essentially practiced by an upper middle class and only in some regions of Portugal, gave MIKE DAVIS a differentiated status.
All the Portuguese tennis champions have been associated with the brand: Pedro Cordeiro, João Guedes, João Cunha e Silva, Bernardo Mota and more recently, João Sousa. But beyond this elite of athletes, the brand has expanded its presence in the country by organizing tennis schools and promoting youth tournaments. It was also a sponsor of the national team, associating the Portugal shield to the name MIKE DAVIS.
In Windsurfing, without the merit of having been the introducer of the sport, were undoubtedly the MIKE DAVIS teams that expanded the sport in Portugal and even in neighboring Spain.
The marketing of tennis rackets, windsurfing boards and sails of the brand are proof of its reputation and presence in these sports. Years later, the connection to horseball, as sponsor of the national team, World Champion in 2006 in Argentina, the connection to sailing competitions, the presence in the Paris-Dakar with Miguel Barbosa's team, the promotion of karting competitions, among other actions, have consolidated the elitist status of the brand.
45 Years of active presence in multiple sports have allowed the accumulation of energy that is clearly seen in the collections that it produces today and is clearly seen in MIKE DAVIS sales spaces.
The name Casual Sport integrates all the daring of being different, with attitude and with a special energy.
The Brand
At the end of the 20th century, embracing the opportunity for the growth of American-influenced "casual" clothing in the market, MIKE DAVIS implements the development of new collections
In 2005 the collection concept is extended to women's clothing and the first women's collection appears.
With the increase in the number of its own stores and franchises in Portugal (and even abroad), the brand started a process to define its own universe and work on its Casual Sport identity.
The economic crisis that begins in 2008 delays this process, which is resumed in 2013 with the introduction of new ideas that reinforce the work done over more than 30 years of presence in the markets.
Thus, strengthening its Casual Sport brand identity, with an aspirational strongly linked to the elite sports already mentioned, the brand enters a new constructive process, in order to strengthen its medium/high positioning.
The new integrated way of working the collections for men and women; the quality of raw materials and the increase of national production (95% Made in Portugal); the renewal of the concept of communication of the brand; the renewal of the concept of the store and the simplicity of the exhibition to allow the garments to take all the protagonism are the pillars of a strategy that aims to position MIKE DAVIS as a reference brand.
The Early Years of Apparel Development of clothing at Mike Davis
Mike Davis began by developing pieces for sports or inspired by sports.
This journey has been successful. Whether to market or sponsor Mike Davis has reached generations of fans and consumers.
Dive into this journey!
Casual Sport Style Reunion
In its origin, the brand had a sport-inspired personality.
Today it has the ability to be in tune with the contemporary language of the new generations.
The casual sport style has a huge acceptance from the public. Fashion and comfort go hand in hand.
Since 2014, the brand began to clearly explore the energy of the logo and the pieces associated with casual sport. Pieces such as t-shirt, sweatshirt, hoodie, sneakers, bags, backpacks and caps are now part of the brand's choice products.
Always with the quality made in Portugal, characteristic of the most iconic products of MIKE DAVIS.