Introduction In the sportswear industry, the entry and expansion of national brands into international markets can contribute not only to economic benefits but also to the promotion of national identity and the enhancement of a country’s soft power. Therefore, the present study aimed to develop a paradigmatic model of the internationalization of Iranian sportswear brands.
Methods: In terms of approach, this research was qualitative and conducted based on Grounded Theory using the systematic approach of Strauss and Corbin. Data were collected through in-depth, semi-structured interviews with 15 academic and industry experts until theoretical saturation was reached. Sampling was conducted purposively using the snowball method. Data analysis was performed through three stages of open, axial, and selective coding.
Results: The findings revealed causal factors included product-related factors, human resources, and facilities/equipment; contextual conditions included creativity and talent as well as national culture; and intervening factors included political-economic factors, competitive and market factors, and international perspective. Furthermore, the development of digital marketing, establishment of international collaborations, knowledge management and learning, and supportive factors were identified as strategies. Finally, economic outcomes, political and cultural outcomes at the international level, and cultural and social outcomes at the national level were identified as the consequences of developing the global presence of the country’s sports apparel brands.
Conclusion: The findings suggest that the global development of Iranian Sportswear brands requires strategic capabilities, supportive conditions, and effective international engagement. The proposed model can serve as a practical framework for strengthening the global competitiveness of domestic brands.