Voices of the Era

Marketing Mid-term project: AVA CR7

1. Introduction If I were to choose the most popular and influential sportsman, I would choose Cristiano Ronaldo, the most iconic and record-setting football player in history. Ronaldo holds the record for the most goals scored in the world and also has the record for the most goals in the Champions League, an annual football tournament where the best clubs from across Europe compete to determine the continent's top team. He also won the Ballon d'Or five times, a yearly award given to the best football player in the world, based on their performance throughout the year. The award is given to the player with the most outstanding performance of the year, and he received it in 2008, 2013, 2014, 2016, and 2017. Beyond his achievements on the field, Ronaldo inspires millions of fans worldwide with his dedication to the club, Real Madrid, discipline, and charisma. The CR7 brand, created by Cristiano Ronaldo, offers stylish and high-quality products, including underwear, footwear, and clothing, that reflect his image of confidence and excellence. As I found the CR7 brand on the website, I was intrigued by how it successfully connects Ronaldo's global influence with its marketing strategy, which inspired me to choose it as the topic for my marketing midterm. This report analyzes the marketing strategy of AVA CR7 which stands for ‘Advanced Recovery for Athletes’ a global lifestyle brand created by Portuguese footballer Cristiano Ronaldo. (A marketing strategy is a business's overall plan for reaching potential consumers and turning them into customers of their products or services.) Known for its premium line of clothing, footwear, and fragrances, CR7 has successfully expanded beyond sports to become a symbol of confidence and a modern lifestyle. 2. 4Ps This paper examines how the CR7 brand utilizes the 4Ps of marketing (Product, Price, Place, and Promotion) to establish a robust global image. (The 4Ps of marketing refer to the key elements of a marketing mix: Product – what a company sells, Price – how much it charges, Place – where it sells, and Promotion – how it communicates and advertises its products.) It also examines the brand's position in the Product Life Cycle and reflects on key marketing insights learned through this analysis. (The Product Life Cycle describes the stages a product goes through from introduction, growth, maturity, to decline in the market.) First of all, one of the most advanced products from the CR7 brand is underwear. (A product is any item or service offered to meet consumer needs.) CR7 underwear is made from premium cotton and elastane, providing both comfort and flexibility. His underwear reflects his values and the purpose of his company, which is to offer high-quality products for athletes and everyday people. The design demonstrates Cristiano Ronaldo's personal style, characterized by minimalism, athleticism, and a modern aesthetic. The most impressive aspect of CR7's underwear is that it maintains its shape during activity, offering excellent moisture absorption and ventilation, making it suitable for both sports and everyday use. The price of CR7 underwear is considered reasonable compared to competitors such as Calvin Klein, Hugo Boss, and Tommy Hilfiger. While the cost of Calvin Klein's underwear, which is known as a premium underwear brand, is fifty-two dollars per 3 packs, CR's underwear is forty-three dollars. A three-pack of CR7 underwear costs around forty-three dollars, which is slightly higher than some mainstream brands but justified by its quality and design. CR7 Underwear offers a variety of options, including different cuts (briefs, trunks, and boxers), colors, and limited-edition designs, with price differences based on the number of items in a set. Additionally, the brand offers gift sets featuring multiple underwear pieces, thereby expanding the range of price options available to consumers. While forty-three dollars for a three-pack might seem expensive for younger consumers aged eighteen to thirty-five or for professionals seeking everyday wear, the high quality, stylish design, and premium image make it acceptable. Considering that CR7's primary consumers are loyal fans of Cristiano Ronaldo who value his personal brand, the price is viewed as reasonable and worth paying. The selling place of CR7 Underwear is mostly online through platforms such as Amazon, Zalando, and ASOS, as well as its official CR7 Underwear website. The official online store provides a seamless and user-friendly shopping experience, offering international shipping and exclusive collections that are not always available elsewhere. In addition to online sales, CR7 Underwear is also available in high-end department stores such as El Corte Inglés in Spain, Debenhams in the UK, and Macy’s in the United States. Being displayed in these prestigious department stores strengthens the brand’s premium and luxurious image, making consumers perceive CR7 Underwear as a high-end and exclusive product rather than a basic everyday item. The way the CR7 brand uses its promotion is appealing, mainly featuring the central figure of the brand, Ronaldo. (Promotion means all the activities a company uses to inform and persuade customers to buy its products, such as advertising, sales, or endorsements.) The most beneficial aspect of the CR7 brand is that they don't need to pay for advertisements. The reason why Cristiano Ronaldo is the most influential person in the world is that they are not supposed to hire a figure to identify their brand. Actually, Cristiano Ronaldo has the most followers on Instagram (660 million). For these reasons, Ronaldo himself is the most powerful brand, and CR7 can appeal to them effortlessly. 3. Product Life Cycle In the introduction stage, CR7 was launched in 2013 through a partnership with textile brand JBS. Initially, the focus was on building brand awareness and directly connecting the product to Cristiano Ronaldo's image. Since Ronaldo was already a world-renowned athlete, his reputation immediately drew attention to the brand. However, because the market was highly competitive and the product was new, sales initially grew slowly, while marketing investments were substantial. During the growth stage, CR7 underwear gained popularity across international markets. Consumers began to trust the quality and design of the product, resulting in a significant increase in sales. Several well-known figures, such as footballer Alejandro Garnacho, legend David Beckham, and manager Jürgen Klopp, have been seen wearing or endorsing CR7 products, further boosting the brand’s credibility and appeal. The brand also expanded its product line to include socks, loungewear, and children's collections. Moreover, Ronaldo's strong personal branding and social media presence helped the brand grow rapidly without the need for enormous advertising costs. During the maturity stage, CR7 underwear has already reached global recognition and maintains a stable customer base. According to a 2025 study by the Portuguese marketing institute IPAM - marketing Business school, the overall CR7 brand was valued at eight hundred fifty million euros (approximately 1.25 trillion KRW), demonstrating its strong influence and profitability in the global market. However, competition with other premium underwear brands such as Calvin Klein, Hugo Boss, and Tommy Hilfiger is intense. To sustain growth, CR7 focuses on product innovation, sustainability, and maintaining a strong connection with its fans through online platforms. In the future, CR7 underwear may enter a decline stage if it fails to adapt to new fashion trends or relies too heavily on Ronaldo's personal fame. As the brand's success is closely tied to Ronaldo's career, his eventual retirement may reduce its marketing power. Therefore, it will be essential for the company to continue expanding its target audience and building an independent identity beyond Ronaldo's image. 4. Conclusion As a brand closely tied to Cristiano Ronaldo’s global image, CR7 benefits from strong recognition. However, its underwear line now appears to be in the maturity stage of the Product Life Cycle. The brand has established itself as a leading name in the global market by combining high-quality products with the powerful influence of Cristiano Ronaldo. However, to maintain its long-term success, CR7 must continue to innovate and appeal to new generations of consumers.