“Casa Sportman – sempre imitada, nunca igualada”: estratégias de um empreendimento e dinâmicas de consumo (Rio de Janeiro; 1909-1922)

Abstract

Despite the intensity of the relationship between sport and the business world, in Brazil, there are few historical studies developed on the subject. Considering this gap, this article aims to discuss the trajectory of the pioneer Fluminense company specialized in the sale of sporting products: Casa Sportman. The intention is to debate, in its first period of operation, from 1909 to 1922, the strategies adopted by its owner, Manoel da Silva Mattos, in order to insert his enterprise in the consumption dynamics that was structured in Rio de Janeiro in the first decades of the 20th century. As sources, the Official Gazette and periodicals were used. Business History was adopted as an alternative research.