| Sumario: | In this article a theoretical approach will be made to the concept of strategy in swimming and how some of its basic concepts can be used by the account planner to develop skills when deploying advertising communication strategies. For the above, a documentary and exploratory research was carried out that responds to a qualitative research method, whose information collection techniques were based on a bibliographic review on swimming, specifically freestyle and its strategies, techniques and tactics; in addition to conducting participant observation and semi-structured interviews directed to expert trainers, competitive swimmers and non-expert adolescents, about their points of view on this issue. This proposal gains value when it is taken into account that a college student, a master's student, and a teacher with doctoral training participated in the research and construction of this article, as a way of integrating research training processes at different levels.
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