adidas met Derrick Rose dans l’arène

Nous sommes en plein lock-out en NBA (suspension des matchs pour conflit d’intérêt entre la Ligue et les joueurs), ce qui permet aux marques de bénéficier d’un espace de communication habituellement occupé par les résultats sportifs.

C’est donc dans ce contexte qu’adidas lance la nouvelle paire de chaussures de son ambassadeur, Derrick Rose, le plus jeune joueur à avoir reçu le titre de MVP (meilleur joueur) de la saison régulière. Pour lancer ce nouveau modèle, l’adiZero Rose 2, qui ne pèse que 351 grammes, adidas a réalisé un spot de 60 secondes, intitulé « The Bull » où l’on voit le joueur des Chicago Bulls se défaire des attaques des matadors et donc démontrer toute sa technique, rapidité et courage face à n’importe quel adversaire. La marque a donné la primeur à ses fans facebook puisqu’adidas a invité les membres de la page facebook « adidas basketball » à partager l’onglet dédié à un maximum de personnes afin de débloquer le contenu. Un bon moyen pour viraliser et faire connaitre très rapidement la nouvelle chaussure et la publicité associée.

Encore une belle campagne de la marque aux 3 bandes pour illustrer la signature « all in ».



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