adidas innove dans le lancement du maillot domicile de Chelsea

adidas a présenté cette semaine le nouveau maillot domicile des champions de la Premier League, Chelsea, pour la saison 2015-2016.

Ce maillot reste bleu comme le veut la tradition du Chelsea, s’inspirant des designs des années 1980, avec notamment des lignes blanches et bleues sur le cou, les manches, le short et les chaussettes. En plus de ces détails, le maillot 2015/16 d’adidas intègre aussi un nouvel élément pour le moins unique : une empreinte digitale, visible sur l’étiquette de chaque maillot. Cette empreinte digitale symbolise l’identité de chaque individu et pour adidas, cela représente la proximité entre la marque et ses consommateurs.

Autre détail plus « sport business », le maillot adidas porte le logo de Yokohama Tyres, le nouveau sponsor maillot de Chelsea qui a déboursé 55 millions d’euros pour être présent sur les torses des joueurs champions d’Angleterre.

Le lancement du maillot fait partie de la campagne « If It’s not blue, it will be », une campagne qui cherche à montre la détermination et la volonté des joueurs à marquer de leur couleur chacun de leur passage, à domicile comme à l’extérieur, en Premier League comme en Ligue des Champions. Les premiers tests auront lieu durant la tournée de pré-saison aux Etats-Unis, où Chelsea affrontera les vainqueurs de l’UEFA Champions League, le FC Barcelona et le champion de la Ligue 1, le Paris Saint-Germain.

La campagne avait bien évidemment commencé par un teaser sur le compte twitter d’adidas football, relayé par des visuels des joueurs postés sur leur propre compte :

Pour le lancement, la marque a décidé d’innover en réalisant des Vine et du contenu inédit autour des joueurs du club comme Diego Costa, John Terry, Eden Hazard, Juan Cuadrado, Oscar, Cesar Azpilicueta, Gary Cahill, Ruben Loftus-Cheek et Nemanja Matic. Voici le premier Vine de la série, digne des plus grands Viners de la planète.

Autre innovation de la part de Chelsea cette fois-ci, le club a décidé de s’associer avec la société Uber pour livrer les maillots adidas du club aux fans à travers le monde. En effet, les utilisateurs d’Uber au Cap (Afrique du Sud), à Los Angeles, Moscou, Mumbai, New York, Rio de Janeiro, Shanghai et Tokyo avaient l’opportunité de recevoir leur maillot 5 jours avant la sortie nationale en sélectionnant l’option « Chelsea » dans l’application. Une initiative mal reçue de la part des supporters anglais – à cause de la guerre actuelle entre les chauffeurs de taxis londoniens et l’entreprise Uber – mais qui a bien évidemment ravi les utilisateurs d’Uber dans les villes.

CHELSEAFCTKY smiles:-) #UberCFC #UberTokyo #happy #fun #smile

Une photo publiée par Uber Tokyo (@ubertokyo) le

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