Features of Building Communication With a Female Audience Using the Example of Sports Brand's Accounts Nike, Adidas and Reebok on YouTube for 2016-2023

The article examines the features and mechanisms of communication with the female target audience in the video content of foreign sports brands Nike, Adidas and Reebok on YouTube. This work answers the research question: What aspects should sports brands take into account to competently build communications with the female audience on Youtube? The research work is based on a content analysis of 130 commercials from the last seven years regarding the communication characteristics of sports brands in the field of femvertising, marketing mechanisms, gender stereotypes of brands and a comparative analysis that allows us to compare and contrast the specific qualities of the identified characteristics in the content of Nike, Reebok and Adidas. The results provide an overview of the recorded features of communication in content analysis thanks to the categories: gender of the advertising hero, external characteristics of women, the presence of objectification or gender stereotypes, positive or negative feminist agenda, messages in the videos, social mission, type of predominant content in the video, emotional coloring of the fragment and representation using an intersectional lens, as well as brand communication marketing, where the analysis shows the correlation between a sports brand and its communication with a female audience through visual content on YouTube.