I. In the presentation below matching the headings to the paragraphs. Practice  reading the text with the speaker in the audio below

 

Kappa Presentation – Matching DnD (Index 1)

Match each heading from the word bank to the correct paragraph.

Impact of Covid-19
Company & Market Position
Title & Introduction
Corporate Social Responsibility
Diversification
Neuromarketing
Conclusion
1
 

Good afternoon. Today I’m going to talk about the Italian sportswear brand Kappa and the company behind it, BasicNet S.p.A. I will briefly cover Kappa’s market position, the impact of Covid-19, the diversification of the BasicNet group, corporate social responsibility, and finally how neuromarketing ideas appear in the brand.

2
 

Kappa is a historic Italian sportswear and leisurewear brand, based in Turin and owned by the BasicNet group. BasicNet’s portfolio includes K-Way, Superga, Sebago, Briko, Robe di Kappa and Jesus Jeans. In 2024 the group reported consolidated revenues of just over 409 million euros, with modest but steady growth. Although much smaller than global giants, Kappa holds a strong niche position in football and lifestyle sportswear.

3
 

Like most apparel companies, Kappa and BasicNet were strongly affected by Covid-19. Lockdowns caused store closures, cancelled sports events and supply-chain delays. The group responded by strengthening e-commerce, supporting remote work and cooperating with licensees. In 2021 the company set up a vaccination hub at its Turin headquarters. After the initial disruption, sales recovered and profits improved by 2023–2024.

4
 

A key reason for BasicNet’s resilience is diversification. The group holds multiple brands: sportswear, outerwear, footwear and lifestyle labels. It also operates a “network company” model, where headquarters manages design, marketing and digital services, while global licensees produce and distribute goods. For Kappa, this means both performance products for athletes and lifestyle collections for general consumers.

5
 

BasicNet publishes regular sustainability reports, covering environmental impact, governance and employee policies. During the pandemic, CSR was visible in measures that protected staff and supported the local community, including the vaccination hub. The company also pursues responsible logistics and long-term partnerships. Kappa’s “Omini” logo symbolises equality and mutual support, reinforcing this identity.

6
 

Neuromarketing studies emotional reactions to brands. In sportswear, identity, belonging and nostalgia are powerful drivers. Kappa applies these ideas through its human “Omini” logo, which tells an instant emotional story, and through team sponsorships that link the brand with fan loyalty. Retro designs from the 1980s and 1990s activate nostalgia and increase brand attachment.

7
 

To conclude, Kappa and BasicNet are not global giants but represent a resilient and distinctive European sportswear group. They navigated Covid-19, expanded their brand portfolio, and used CSR and neuromarketing to strengthen competitiveness in a crowded market.

 

Total Questions: 0

Incorrect Answers: 0

II. Using the slides below learn the presentation above. Make sure you pronounce everything like int he audio file.

Slide 1 – Title

  • Kappa and BasicNet: A Sportswear Brand in a Changing World
  • Your name, group, date

Slide 2 – Company & Market Position

  • Italian sportswear brand Kappa, owned by BasicNet S.p.A. (Turin) basic.net+1
  • Sister brands: K-Way, Superga, Sebago, Briko, Robe di Kappa, Jesus Jeans BasicNet+1
  • Consolidated revenue 2024: ~€409 million, up 3.1% vs 2023 FashionUnited
  • Competes in global sportswear market (~$200–300 bn, growing each year) Fortune Business Insights+1
  • Small global share, but strong niche in football & lifestyle

Slide 3 – Impact of Covid-19

  • Lockdowns: store closures, supply-chain issues, cancelled matches
  • Shift towards e-commerce + digital tools for licensees
  • Vaccination hub at Turin “BasicVillage” for staff and families (2021) BasicNet
  • After 2021: gradual recovery of sales and profits

Slide 4 – Diversification

  • Multi-brand portfolio: sportswear, outerwear, footwear, lifestyle basic.net+1
  • Network-company model:
    • HQ in Turin = design, R&D, marketing, digital platform YouTube+1
    • Licensees worldwide = production and distribution
  • Kappa ranges:
    • Performance (football, rugby, ski)
    • Fashion / streetwear with “Omini” logo

Slide 5 – CSR (Corporate Social Responsibility)

  • Regular financial + sustainability reports, audited BasicNet
  • Covid example: staff health protection, vaccination hub BasicNet
  • Focus on:
    • Efficient logistics and sourcing (less environmental impact) basic.net
    • Long-term partnerships with licensees and local jobs
  • Symbolic CSR: logo = man & woman back-to-back → equality & mutual support

Slide 6 – Neuromarketing

  • Neuromarketing = using neuroscience to study emotional reactions to brands; helps build stronger emotional connection Frontiers
  • Studies of sports fans: fan identity and team loyalty strongly shape brain responses to logos and sponsors PMC+1
  • Kappa uses these ideas:
    • Human “Omini” logo → immediate emotional story
    • Football & rugby sponsorships → connect brand to fan passion
    • Retro collections → trigger nostalgia and sense of identity

Slide 7 – Conclusion

  • Medium-sized but recognisable European sportswear group
  • Survived Covid-19 and returned to growth
  • Diversified brands and network-company structure reduce risk
  • CSR and neuromarketing help Kappa stand out in a crowded market

3. Key factual references (for your notes/handout)

More about Neuromarketing

Neuromarketing is a field that studies how the human brain reacts to brands, products, colours, logos, and advertising.
It uses insights from neuroscience and psychology to understand:

  • what people notice first
  • what creates emotional engagement
  • what people remember
  • what drives them to buy

In simple terms, neuromarketing analyses unconscious reactions — the things consumers cannot easily explain but that strongly influence their decisions.

Typical neuromarketing tools include eye-tracking, EEG scans, reaction-time tests, emotional coding, and behavioural data.

 

✔ How the company behind Kappa (BasicNet) uses neuromarketing principles

Even if BasicNet does not publicly call it “neuromarketing,” its strategies clearly follow these principles:

 

1. Strong emotional logo (Omini)

The Omini logo — a man and a woman sitting back-to-back — creates immediate emotional associations:

  • partnership
  • equality
  • human warmth
  • trust

Because the logo shows real human silhouettes, it is processed faster and remembered better by the brain than abstract symbols.

This is a classic neuromarketing technique: using human shapes to trigger emotional recognition.

 

2. Nostalgia marketing (retro designs)

Kappa actively uses 1990s revival, retro tracksuits, and vintage Banda stripes.

Neuromarketing research shows that nostalgia:

  • increases trust
  • improves mood
  • raises willingness to pay

Thus, Kappa’s retro releases activate positive emotional memory in consumers.

 

3. Tribal identity through sports sponsorships

Kappa sponsors football clubs, rugby teams, and niche athletes.

Neuromarketing evidence shows that sports fans have strong emotional brain responses to:

  • team colours
  • team logos
  • apparel connected to victory or belonging

By connecting itself with fan identity, Kappa “borrows” emotional loyalty — a very effective neuromarketing mechanism.

 

4. Sensory design (Banda stripe as visual repetition)

The Banda tape — repeating Omini logos — works like a pattern that reinforces recall.

Repetition and symmetry activate the brain’s preference for:

  • recognisable patterns
  • visual rhythm
  • consistency

This makes the product more memorable at a subconscious level.

 

5. Social proof & influencer strategy

Kappa collaborates with:

  • athletes
  • musicians
  • streetwear influencers
  • local ambassadors

Social proof is one of the strongest neuromarketing triggers: people trust what others already approve of.

Listen to the audio file and translate in pauses, then compare your translation with the model

Добрый день. Позвольте мне рассказать несколько слов о бренде Kappa.
= Good afternoon. Let me tell you a few words about the sportswear brand Kappa.

Сначала я расскажу об истоках компании. Затем перейду к визуальной идентичности и спортивным направлениям. После этого — к корпоративной социальной ответственности и положению на рынке. И в конце я остановлюсь на диверсификации, влиянии Covid-19 и новых технологиях.
= First, I will start with the origins of the company. Then I will move on to Kappa’s visual identity and sports partnerships. After that, I will speak about corporate social responsibility and market presence. Finally, I will highlight diversification, the impact of Covid-19, and new technologies.

Что касается истоков бренда…
= As to the origins of the brand…

История Kappa началась в 1916 году, когда Абрамо Витале основал компанию Calzificio Torinese, производившую носки.
= Kappa’s story began in 1916, when Abramo Vitale founded Calzificio Torinese, a company producing socks.

В 1956 году фабрика столкнулась с серьёзной проблемой: большая партия бракованной продукции.
= In 1956, the factory faced a major issue: a large batch of defective products.

Чтобы вернуть доверие покупателей, руководство стало ставить букву K, от слова Kontrollen, на товары, прошедшие строгий контроль качества.
= To regain consumer trust, management marked all high-quality, inspected packages with the letter K, from the word Kontrollen.

Позже этот символ превратился в бренд Kappa.
= This symbol later developed into the Kappa brand.

Что касается расширения, то в 1960-е годы компания поняла, что опираться только на носки невозможно, и вышла на рынок повседневной одежды.
= As to expansion, in the 1960s the company realised that relying only on socks was unsustainable and entered casual clothing.

Так появился Robe di Kappa, поддержанный провокационной рекламой, привлекавшей молодёжь.
= This is how Robe di Kappa appeared, supported by provocative advertising that appealed to young consumers.

Теперь перейдём к визуальной идентичности и спортивным направлениям…
= Now on to Kappa’s visual identity and key sports…

Бренд легко узнаётся благодаря логотипу Omini и ленте Banda.
= Kappa is recognised for the Omini logo and the Banda stripe.

Логотип появился случайно в 1969 году, когда фотограф заметил мужчину и женщину, сидящих спина к спине.
= The logo was created accidentally in 1969 when a photographer noticed a man and a woman sitting back-to-back.

Компания увидела потенциал снимка и сделала его своим символом.
= The company saw the potential of the image and turned it into its symbol.

Лента Banda — это просто повторяющееся изображение логотипа вдоль рукава.
= The Banda stripe is simply the repeated logo running along the sleeve.

В спорте Kappa особенно известна в футболе.
= In sports, Kappa is especially well-known in football.

Бренд создал множество уникальных футбольных форм, включая золотую форму Venezia.
= It has produced many distinctive football jerseys, including the golden Venezia kit.

В 2000-е годы появилась эластичная форма KOMBAT, растягивающаяся до одного метра и позволяющая игроку завершать движение даже когда его держат.
= In the 2000s, the elastic KOMBAT jersey appeared, stretching up to one metre and allowing players to complete a move even when held by an opponent.

Также бренд интересуется горнолыжным спортом, автоспортом и Формулой-1.
= Kappa also looks towards skiing, motorsport, and Formula 1.

Теперь перейдём к корпоративной социальной ответственности и положению на рынке…
= Let me move on to corporate social responsibility and market presence…

Что касается устойчивого развития, Kappa поддерживает высокие стандарты качества и тщательно выбирает материалы и поставщиков.
= As to sustainability, Kappa maintains high quality standards and carefully selects materials and suppliers.

Бренд создаёт футбольные площадки в бедных странах.
= The brand creates football spaces in poorer countries.

Kappa также поддерживает нишевых спортсменок и вдохновляет девушек.
= Kappa also supports niche female athletes and inspires young girls.

Кроме того, бренд мотивирует проводить больше времени в реальном мире и пробовать разные виды спорта.
= Besides, the brand motivates young people to spend more time in the real world and try different sports.

Что касается доли рынка, глобально бренд известен, но не занимает значительного места по сравнению с Nike и Adidas.
= As to market share, globally Kappa is well known but does not hold a significant position compared with Nike and Adidas.

Однако в России ситуация иная: Kappa в основном представлена в Спортмастере, лидере спортивного ритейла.
= However, in Russia the situation is different: Kappa is mainly represented in Sportmaster, the leading sports retailer.

Рейтинги OMI показывают, что узнаваемость бренда растёт, особенно после ухода многих известных компаний.
= OMI ratings show that brand awareness has been rising, especially after many well-known brands left the market.

И наконец, несколько слов о диверсификации и новых подходах…
= Finally, a few words about diversification and new approaches…

Kappa использует разные каналы дистрибуции и работает как с B2C, так и с B2B клиентами, включая команды и лицензиатов.
= Kappa uses different distribution channels and works with both B2C and B2B clients, including teams and licensees.

В конкурентной среде бренд внедряет новые стратегии, идёт на риски и стремится приносить максимальную ценность потребителям.
= In a competitive environment, the brand adopts new strategies, takes risks, and aims to deliver maximum value.

Во время Covid-19 мировые продажи упали, но компания пережила кризис спокойно.
= During Covid-19, global sales declined, but the company withstood the crisis calmly.

После пандемии Kappa увеличила инвестиции в соцсети, события и сотрудничества, чтобы расширить аудиторию.
= After the pandemic, Kappa increased investments in social media, events, and collaborations to expand its audience.

Компания также укрепила отношения с лицензиатами, крупнейшим из которых остаётся Россия.
= The parent company also strengthened ties with licensees, with Russia remaining the largest.

Это привело к запуску Robe di Kappa и открытию монобрендовых магазинов в 2025 году.
= This led to the launch of Robe di Kappa and the opening of monobrand stores in 2025.

Бренд также использует искусственный интеллект для оптимизации маркетинговых бюджетов.
= The brand also uses AI to optimise marketing budgets.

AI-изображения уже используются в магазинах и социальных сетях.
= AI-generated images are already used in stores and on social media.

В заключение хочу сказать, что Kappa — это бренд с долгой историей, яркой идентичностью и уверенным движением вперёд.
= To conclude, Kappa is a brand with a long history, strong identity, and a clear direction for the future.

Спасибо за внимание. С удовольствием отвечу на ваши вопросы.
= Thank you for your attention. I’ll be happy to take your questions.

 

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