adidas présente un nouvel opus de sa campagne « El Pasado No Cuenta » pour la Coupe Davis

« El Pasado No Cuenta » (« Le Passé Ne Compte Pas ») est le slogan de la campagne de lancement du nouveau maillot de l’équipe nationale d’Espagne de football (vous savez, l’Equipe qui a gagné la dernière Coupe du Monde), produit par adidas, qui vient par ailleurs de lancer Tango 12, le ballon officiel de l’Euro 2012. Avec la Coupe Davis qui a lieu ce week-end entre les tennismen espagnols et argentins, adidas a réalisé une vidéo d’encouragement pour son ambassadeur tennis et membre de l’équipe espagnole de Coupe Davis, Fernando Verdasco, qui reçoit les messages de soutien de la Rioja (l’équipe nationale espagnole de football) avant de partir jouer la finale et potentiellement remporter un 5ème titre aux côtés de Rafael Nadal, qui lui est en contrat chez Nike.

[youtube]http://www.youtube.com/watch?v=X_JHHYN_fas[/youtube]

De plus, adidas encourage les conversations autour de la nouvelle campagne de l’Equipe espagnole de football pour l’EURO 2012 et la Coupe Davis sur twitter, avec le hashtag dédié « #elpasadonocuenta »

Au final, adidas nous montre à nouveau qu’il est possible d’activer un partenariat sportif au bénéfice d’un autre sans mettre à mal la promesse de marque « all in ».

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