Rainha is a Brazilian

sports equipment Sports equipment, also called sporting goods, are the tools, materials, apparel, and gear, which varies in shapes, size, and usage in a particular sport. It includes balls, nets, rackets, protective gears like helmets, goggles, etc. Since th ...

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

, currently owned by BR Sports, a holding based in

São Paulo São Paulo (; ; Portuguese for 'Paul the Apostle, Saint Paul') is the capital of the São Paulo (state), state of São Paulo, as well as the List of cities in Brazil by population, most populous city in Brazil, the List of largest cities in the ...

.BRS Comercio e Industria de Material Esportivo SA profile
on Bloomberg Products under the 'Rainha' brand include

sneakers Sneakers (American English, US) or trainers (British English, UK), also known by a #Names, wide variety of other names, are shoes primarily designed for sports or other forms of physical exercise, but are also widely used for everyday casual ...

and

clothing Clothing (also known as clothes, garments, dress, apparel, or attire) is any item worn on a human human body, body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin s ...

. 'Rainha' in Portuguese means 'queen'.

History

It began in 1934 when the Saad & Cia company, using a new process in the Brazilian manufacturing market with sterilization technology, launched sports shoes on the market. In the following decades the brand, widely recognized by a "torch" in its logo. In 1978, Alpargatas S.A. purchases the brand. In the early 1980s the brand gained scale and distribution with its iconic ''Mont Car'', ''Iate'', ''Bullit'' and ''VL2500'' models. Rainha left to be just an elite item, becoming a high-volume brand, choosing sports as its platform. It was the first sports brand to sign a sponsorship contract with professional club

Super League Super League (also known as the Betfred Super League for sponsorship reasons, and legally Super League Europe Ltd.) is a professional rugby league competition, and the highest level of the British rugby league system, which consists of twelve t ...

team Pirelli Santo André. In 1983, Rainha became sponsor of ''The Great Volleyball Challenge'', a friendly match between

Brazil Brazil, officially the Federative Republic of Brazil, is the largest country in South America. It is the world's List of countries and dependencies by area, fifth-largest country by area and the List of countries and dependencies by population ...

vs.

USSR The Union of Soviet Socialist Republics. (USSR), commonly known as the Soviet Union, was a List of former transcontinental countries#Since 1700, transcontinental country that spanned much of Eurasia from 1922 until Dissolution of the Soviet ...

held in

Maracanã Stadium Maracanã Stadium (, ; named after the Maracanã River), officially known as Jornalista Mário Filho Stadium (, ; , named after Mário Filho), is an association football stadium in Rio de Janeiro, Brazil. Located in the Maracanã neighbor ...

. In 2015 the brand was acquired by "BR Sports", a

holding company A holding company is a company whose primary business is holding a controlling interest in the Security (finance), securities of other companies. A holding company usually does not produce goods or services itself. Its purpose is to own Share ...

part of the Sforza Group, whose president was entrepreneur Carlos Wizard Martins.BRS Comercio e Industria de Material Esportivo SA profile
on Bloomberg

Past sponsorships

Rainha was the official kit provider of several professional sports teams. The list includes:

Football

National Teams

* (1984–86)

Clubs teams

Londrina Londrina (, literally "Little London") is a city located in the north of the state of Paraná (state), Paraná, South Region, Brazil, and is 388 km (241 miles) away from the state capital, Curitiba. It is the second largest city in the state and f ...

Atlético Mineiro Atlético, Spanish for ''athletics'', or Athletico in English, may refer to: Sports Teams Athletico *Athletico SC (Lebanon), a Lebanese football academy *Athletic Bilbao, or Atletico Bilbao, Basque students athletic club (also forming Athletic Cl ...

(1981–82) * Náutico * Taubaté * S. E. Matsubara

Volleyball

National Teams

Clubs teams

Minas Minas or MINAS may refer to: People with the given name Minas * Menas of Ethiopia (died 1563) * Saint Menas (Minas, 285–309) * Minias of Florence (Minas, Miniato, died 250) * Minas Alozidis (born 1984), Greek hurdler * Minas Avetisyan (192 ...

* Pirelli Santo André

References

External links

* Athletic shoe brands Brazilian brands Clothing brands of Brazil Clothing companies established in 1934 Multinational companies headquartered in Brazil Clothing companies of Brazil Clothing retailers of Brazil Manufacturing companies based in São Paulo Sporting goods manufacturers of Brazil Sportswear brands {{Brazil-company-stub