跨界合作驱动下的体育品牌文化价值创新机制研究

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【中图分类号】G80-05 【文献标识码】A 【文章编号】2095-2813（2025）16-0103-04

[Abstract] Crossbrands cooperation among sports brands has established a systematic mechanism for enhancing cultural value through innovativepractices in the fieldsofartisticcreativity，fashionaesthetics，anddigital technology.The "Champion DragonRobe"designedbyANTA incollaboration with Oscar-winning artistYe Jintiancombines traditional cultural elements with modern sports aesthetics，creating unique Eastern sports cultural symbols.361° collaborates with Huibo Technology tobuildanomni-channeldigital platform，achieving precise disseminationofbrand culture and efective provision of personalized services.BOSS teamed up with top athletes such as swimming world champion Wang Shun and other topathletes to launch sports themed blockbuster，achievinga perfect integrationof profesionalcompetitionand fashion lifestyle.The research demonstrates that sports brands have significantly enhanced their cultural influence through three mechanisms： integrating and optimizing cultural and creative resources， reconstructing and innovating brand value systems，and amplifying and deepening cross-border communication effects. This has formedsustainable model for brand cultural value innovationand promoted deep integrationand innovative development between sports culture and diverse cultural forms.

[Keywords] Sports brand;Crossborder cooperation;Cultural value；Brand innovation；Digital transformation;Cultural integration

作者简介：王心雨（2001一），女，硕士在读，研究方向为体育教学与实践。（剩余4683字）