7 questions à Pierre Bozzolo, directeur de la communication de Wed’ze

Wed’ze est la marque du groupe Decathlon, dédiée au ski et au snowboard. Créée en 2006, son développement impressionne aussi bien sur le plan technique que médiatique, notamment grâce à son partenariat avec la vice‐championne olympique de Halfpipe : Marie Martinod.

A l’origine de cette stratégie de communication, Pierre Bozzolo, directeur communication de la marque, qui a créé et mis en place un système de partenariat bien particulier qu’il appelle partenariat technique. Nous l’avons donc rencontré pour en savoir plus sur cette marque française qui développe une stratégie de communication efficace et novatrice.

martinod-medaille

Sportsmarketing.fr : Bonjour Pierre, avant de démarrer l’interview, nous avons une question que beaucoup se pose : quelle est la signification du mot Wed’ze ?

Pierre Bozzolo: Le mot Wed’ze est issu d’un dialecte savoyard. C’est une expression qui était utilisée pour définir une personne qui n’arrête pas de glisser, déraper, sauter sur la neige. Cette expression traduit bien l’état d’esprit simple, spontané et le plein d’énergie de notre marque.

SM.fr : Comment est née la marque ?

PB : L’histoire de Wed’ze est évidement liée à l’histoire de Decathlon, qui en 1997 crée les marques passions avec comme objectif de concevoir et fabriquer des produits destinés à la pratique d’activités sportives dans un élément bien précis. Pour les activités liées à la montagne, c’est la marque Quechua qui voit le jour.

En 2006, ces activités montagne se sont tellement développées que la marque Quechua devient trop grande et bien trop large. La décision est donc prise de segmenter les pratiques, et de regrouper tous les sports de glisse sous la marque passion: Wed’ze.

Aujourd’hui, notre marque est spécialisée dans toutes les pratiques de ski et snowboard allant du ski de piste à la pratique Freestyle et Freeride.

SM.fr : La stratégie de Decathlon tend à rendre les marques passions de plus en plus autonome, pourquoi ?

PB : Chaque marque passion comme Wed’ze a une stratégie axée sur le produit. La vraie valeur de ces marques est le produit. Il est donc nécessaire pour être le plus performant possible dans chaque univers, que les marques soient en autonomie, avec leurs propres stratégies et leurs propres gestions budgétaires.

Mais, il est tout aussi important que toutes ces marques conservent un sens commun : rendre le sport accessible à tous.

wedze-partenaire-technique-marie-martinod-background-top

SM.fr : Quel est le positionnement de Wed’ze vis à vis des concurrents historiques comme Rossignol, Salomon, Atomic ?

PB : A ses débuts, Wed’ze proposait une gamme de produits primo accédant, en lien avec sa stratégie de démocratisation des sports de montagne. Notre marque était donc complémentaire avec les autres produits du marché.

Aujourd’hui, grâce au travail des chefs de produits, et des partenaires techniques, nous pouvons proposer des produits de plus en plus performants et qui s’adaptent parfaitement à toutes les pratiques de glisse, allant du débutant, au skieur confirmé.

Wed’ze reste fidèle à ses fondamentaux et surtout reste une marque forte là où elle est attendue, c’est à dire démocratiser les sports de glisse pour les pratiquants de tout niveau.

SM.fr : Pouvez‐vous nous en dire plus sur vos partenariats techniques ?

PB : Le partenariat technique est tout sauf du sponsoring. Le but n’est pas de recruter une pointure du ski pour organiser une action de communication ponctuelle.

La stratégie que nous prônons est le gagnant‐gagnant. Les athlètes avec qui nous travaillons doivent partager leur expérience, leur vision et leur savoir‐faire pour développer ensemble des produits et pour au final, proposer aux clients du matériel d’excellente qualité. En échange, nous accompagnons ces athlètes dans la réalisation de leurs objectifs sportifs.

L’important est que l’athlète ait un véritable projet dans lequel nous pouvons l’aider, l’accompagner et lui offrir les moyens d’y arriver.

Un partenariat technique doit au final nous permettre de proposer une offre à nos clients, Wed’ze vend les produits développés par les athlètes.

149271

SM.fr : Marie Martinod vice‐championne olympique de half‐pipe est votre partenariat technique le plus médiatique, comment s’est construit cette relation ?

PB : Le partenariat technique avec Marie est une histoire de projet mais surtout une histoire humaine. Nous avons rencontré Marie en 2012, elle est venue vers nous avec un projet simple : participer et remporter une médaille aux jeux olympiques de Sotchi.

Projet que la marque a tout de suite eu envie d’accompagner, de par la personnalité de Marie mais aussi par son ambition et sa détermination.

SM.fr : Et aujourd’hui, comment fonctionne ce partenariat technique ?

PB : Aujourd’hui, ce partenariat vit au travers d’un échange permanent sur les évolutions et pistes d’amélioration que nous devons fournir à nos produits, afin de les rendre les plus adaptés aux pratiques du ski d’aujourd’hui.

Marie de par ses saisons d’hiver à l’international est aussi nos yeux et nos oreilles à travers le monde entier pour repérer et échanger avec nous sur les évolutions des pratiques, des tendances et des modes de fonctionnement du ski freestyle.

Nous avons aussi sorti une série de ski « Twintricks », conçue avec Marie. Elle a collaboré avec nos ingénieurs pour sortir au total une dizaine de prototypes, pour arriver aux skis les plus performants possible qui l’ont accompagner ensuite sur le chemin de sa médaille.

3208

SM.fr : Le freestyle est une discipline dans laquelle vous vous êtes beaucoup impliqué, notamment avec les X games Europe en 2012, et aujourd’hui Marie Martinod. Pouvez-vous nous expliquer cette volonté ?

PB : L’aventure X games démarre pour nous en 2012, où nous prenons le rôle de fournisseur officiel, puis en 2013 où nous sommes partenaire technique. Le choix de travailler avec de gros évènements sportifs et des athlètes du monde du freestyle, est lié à notre volonté d’ouvrir le monde de la glisse à tous.

C’est exactement le même schéma que nous reproduisons dans nos partenariats techniques ou sur des évènements comme les X games. Le freestyle est un milieu technique et une discipline de niche, et le risque est que ce sport s’épuise par son manque de pratiquants, un peu comme le monde de la planche à voile à son époque.

Nous souhaitons donc ouvrir, rendre accessible cette discipline en proposant des produits adaptés à la pratique et ses spécificités.

 

Suivre l’actualité de Wed’ze

Suivre l’actualité de Marie Martinod

52 Commentaires

  1. By dealing together, the two of you can address problems of self-esteem and mutual trust. However, it is important to obtain the doctor’s opinion first prior to taking these oral medications because they could have pessimistic effects around the body.

  2. Heya i am for the first time here. I found this board and I find It really useful & it helped me out
    much. I hope to give something back and aid others like you aided me.

  3. Whats up this is kind of of off topic but I was wanting to
    know if blogs use WYSIWYG editors or if you have to manually code with HTML.
    I’m starting a blog soon but have no coding skills so I wanted
    to get guidance from someone with experience. Any help would be enormously
    appreciated!

  4. Howdy! This is my first visit to your blog! We
    are a group of volunteers and starting a new project in a community in the same niche.
    Your blog provided us valuable information to work on. You have done a
    marvellous job!

  5. Hey there! I know this is kind of off topic but I was wondering if you knew where I could get a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having difficulty finding one?

    Thanks a lot!

  6. This is the right blog for anyone who really wants
    to understand this topic. You understand a whole lot its almost hard to argue with you (not that I actually will need
    to…HaHa). You certainly put a brand new spin on a subject which has been written about for ages.
    Great stuff, just excellent!

  7. I’m gone to convey my little brother, that he should also pay a visit this blog on regular basis to obtain updated from most up-to-date gossip.

  8. What’s Going down i’m new to this, I stumbled upon this I have found It positively helpful and it has
    helped me out loads. I hope to give a contribution & aid different customers like its aided me.
    Great job.

  9. I am in fact glad to read this weblog posts which includes
    lots of useful information, thanks for providing such statistics.

  10. My programmer is trying to convince me to move to .net from PHP.
    I have always disliked the idea because of the expenses.

    But he’s tryiong none the less. I’ve been using WordPress on several websites for about a year and am
    nervous about switching to another platform. I have heard
    very good things about blogengine.net. Is there a way I can transfer all my wordpress posts
    into it? Any help would be really appreciated!

  11. As the admin of this website is working, no uncertainty very rapidly
    it will be famous, due to its feature contents.

  12. You are so awesome! I don’t suppose I’ve read something like this
    before. So good to find somebody with unique thoughts on this subject.

    Really.. many thanks for starting this up. This website
    is one thing that is needed on the web, someone with a bit of originality!

  13. Asking questions are really pleasant thing if you are not understanding something completely, except this article
    gives nice understanding yet.

  14. I don’t even know how I ended up here, but I thought this post was great.

    I don’t know who you are but definitely you are going to a famous blogger if
    you are not already 😉 Cheers!

  15. I really like your blog.. very nice colors & theme. Did
    you make this website yourself or did you
    hire someone to do it for you? Plz respond as I’m looking to design my own blog
    and would like to find out where u got this from. kudos

  16. Heya i am for the first time here. I came across this board and I
    find It truly useful & it helped me out much. I hope to give something back and aid others like you helped me.

  17. Hello there, I do believe your site might be having web browser compatibility issues.
    Whenever I take a look at your website in Safari, it looks fine however when opening in I.E., it has some overlapping issues.
    I merely wanted to provide you with a quick heads up!
    Apart from that, great blog!

  18. Definitely believe that which you stated. Your favorite reason seemed to be on the internet the simplest
    thing to be aware of. I say to you, I certainly get annoyed while people consider
    worries that they just do not know about. You managed to hit the nail upon the top and also defined out the whole thing without having side effect , people can take a signal.
    Will probably be back to get more. Thanks

  19. Hi there! I know this is kind of off topic but I was wondering if you knew
    where I could get a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having trouble finding one?
    Thanks a lot!

  20. Basically nutritional supplements certainly are a mix of substances that are already used for enhancing male
    sexual performance from centuries. The best approach for a penile size concern is to just accept the facts in order to find a solution.
    Natural supplements like Vimax pills can be used by helping the length and girth of the male organ.

  21. Great site you’ve got here.. It’s hard to find high-quality writing like
    yours nowadays. I seriously appreciate individuals like you!
    Take care!!

  22. Everything is very open with a really clear explanation of the challenges.
    It was truly informative. Your site is extremely helpful.
    Thanks for sharing!

  23. Genuinely when someone doesn’t be aware of then its up to other viewers
    that they will assist, so here it happens.

  24. I’m gone to convey my little brother, that he should also pay a visit this web site on regular
    basis to get updated from hottest gossip.

  25. I always used to read article in news papers but now as
    I am a user of internet therefore from now I am using net for posts, thanks to web.

  26. It’s difficult to find well-informed people about this
    subject, but you seem like you know what you’re talking about!
    Thanks

  27. hello there and thank you for your information – I have
    certainly picked up anything new from right here. I did
    however expertise a few technical issues using this site, since I experienced to reload the website many times previous to I could get it to load correctly.

    I had been wondering if your hosting is OK? Not that I am complaining, but sluggish
    loading instances times will very frequently affect
    your placement in google and can damage your quality score if ads
    and marketing with Adwords. Well I am adding this RSS
    to my e-mail and can look out for much more of your respective interesting content.
    Make sure you update this again very soon.

  28. Hi everyone, it’s my first go to see at this website, and paragraph is genuinely fruitful
    for me, keep up posting such articles or reviews.

  29. I loved as much as you will receive carried out right here.
    The sketch is tasteful, your authored subject matter stylish.
    nonetheless, you command get bought an nervousness
    over that you wish be delivering the following. unwell unquestionably come more formerly again as exactly the same nearly a lot often inside case you shield this hike.

  30. Hi would you mind sharing which blog platform you’re working with?
    I’m going to start my own blog soon but I’m having a tough time choosing
    between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most
    blogs and I’m looking for something completely unique.
    P.S My apologies for getting off-topic but I had to ask!

  31. I believe that is one of the so much significant info for me.
    And i’m glad reading your article. However want to observation on few common things,
    The site taste is perfect, the articles is truly excellent
    : D. Just right process, cheers

  32. Your style is very unique compared to other people I’ve read stuff from.
    Thank you for posting when you’ve got the
    opportunity, Guess I’ll just bookmark this blog.

  33. Thanks for ones marvelous posting! I truly enjoyed reading it, you happen to
    be a great author.I will always bookmark your
    blog and will often come back later in life. I want to encourage
    you to ultimately continue your great writing, have a nice holiday weekend!

  34. obviously like your web-site but you need to take a look at the spelling on quite a few of your posts.
    Many of them are rife with spelling problems and I find it very troublesome to inform the reality then again I’ll certainly come back again.

  35. I’ve been exploring for a little for any high quality articles or blog posts on this sort of
    house . Exploring in Yahoo I eventually stumbled
    upon this site. Studying this info So i’m glad to show that I’ve a very excellent uncanny feeling I found out exactly what
    I needed. I so much without a doubt will make certain to don?t overlook this web site and give it a
    look on a relentless basis.

  36. Hey there this is kind of of off topic but I was wondering
    if blogs use WYSIWYG editors or if you have to manually code with HTML.

    I’m starting a blog soon but have no coding
    expertise so I wanted to get advice from someone with experience.
    Any help would be enormously appreciated!

  37. Hmm it seems like your blog ate my first comment (it was
    super long) so I guess I’ll just sum it up what I had written and say, I’m
    thoroughly enjoying your blog. I too am an aspiring blog blogger but
    I’m still new to the whole thing. Do you have any tips for inexperienced
    blog writers? I’d genuinely appreciate it.

  38. Hi excellent website! Does running a blog similar to this
    take a large amount of work? I have very little
    knowledge of computer programming but I had
    been hoping to start my own blog in the near
    future. Anyway, if you have any ideas or tips for new blog owners please share.
    I understand this is off subject however I simply had to ask.

    Thanks a lot!

  39. Good day! I could have sworn I’ve been to this website before but after browsing through some of the articles I realized it’s
    new to me. Regardless, I’m definitely pleased I stumbled upon it and I’ll be book-marking it and checking back often!

  40. Hello there! This is my 1st comment here so I just wanted to give a quick shout out and say I genuinely enjoy reading through your
    posts. Can you recommend any other blogs/websites/forums
    that go over the same subjects? Thank you so much!

  41. Thank you for another informative blog. The place else could I am getting that type of information written in such a perfect approach?
    I have a challenge that I’m just now operating on, and I have been on the glance out for such info.

  42. Hey There. I discovered your weblog the use of msn.
    That is a really neatly written article. I will make sure to
    bookmark it and come back to read more of your
    useful info. Thank you for the post. I will definitely return.

  43. I would like to thank you for the efforts you have put in writing this blog.

    I’m hoping to check out the same high-grade content
    from you later on as well. In truth, your creative writing abilities has encouraged
    me to get my own, personal blog now 😉

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*