Tvorba merchandisingové kolekce oblečení pro Český národní cheerleadingový tým

The bachelor thesis is focused on the design and creation of a merchandising collection for the Czech National Cheerleading Team (Team Czechia). The main objective of the thesis is to create a unified and visually connected collection that will strengthen the identity of the national team, support its promotion, and bring this sport closer to the public. The specifics of a sports product are defined in the theoretical part. The principles of brand building, visual identity, and pricing in the context of the fashion market are explained as well. The practical part is implemented in the form of a mixed research. An analysis of the current state of merchandising and a benchmarking of competing sports entities were performed. A quantitative questionnaire survey was conducted to identify the purchasing behavior, price sensitivity, and material preferences of the target groups. Based on the interpretation of the research results, the product portfolio was strategically split into two independent lines. The first of these is represented by the functional representative line "Team Wear" intended for active athletes and the support staff. The second is formed by the commercial line "Fan Wear" targeted at the fan base. The main output of the thesis is a comprehensive design of an original collection, including specific product visualizations. This is supplemented by a proposed business and distribution plan. The formulated strategy in the conclusion proves that through a value-oriented approach and the implementation of a cross-financing model, the material equipment of the national team can be subsidized in the long term from the profits generated by commercial sales.