adidas part à la rencontre des haters

A l’occasion du lancement de la campagne #ThereWillBeHaters, adidas a organisé au cours du mois de février une tournée en Ile-de-France offrant une expérience de marque inédite aux pratiquants amateurs de clubs de football.

Pour cette tournée, adidas avait sélectionné une dizaine de clubs amateurs répondant à des critères de performance (réputation, ambiance, classement, nombre de joueurs professionnels issus de la formation, …) qui en font des clubs « jalousés » des autres clubs de la région Ile-de- France. On y retrouvait entre autres le Montrouge Football Club, l’Etoile Sportive de Trappes, l’US Torcy, l’Académie Football Bobigny.

Lors de chaque étape de la tournée #therewillbehaters, adidas avait réservé une surprise aux équipes de catégories U12 à U16. En effet, à la sortie des vestiaires, les apprentis footballeurs s’étaient retrouvés confrontés à un personnage arrogant accompagné d’un top model, Anne-Sophie Vasiliu, sortant d’une Porsche Panamera aux couleurs de la marque. En concertation avec les directeurs techniques des clubs, les jeunes joueurs participaient alors à une séance spécifique autour de dribbles et autres gestes techniques menée par ce personnage énigmatique, qui n’était autre que Sébi un freestyler professionnel.

A cette occasion, les jeunes ont pu tester les nouvelles F50. A l’issue de la séance, le freestyler professionnel avait désigné le meilleur joueur sur des critères techniques et comportementaux. Cette personnalité footballistique qui ressort du lot se voyait remettre en dotation une nouvelle chaussure de football F50… De quoi susciter l’envie des « haters » !

De plus, 7 jeunes ont été sélectionnés pour participer au tournoi de clôture de cette tournée dans les clubs qui a eu lieu au « Five » de la Chapelle, en présence de Maxwell Cornet, le jeune joueur de l’Olympique Lyonnais.


On pourra toujours discuter de l’exécution de cette tournée (est-ce que la voiture bling-bling et la top model renvoient-elles au final une image positive du footballeur ?) mais on notera néanmoins qu’adidas continue d’exploiter au maximum ce concept des « haters » et que cette brique événementielle vient nourrir la campagne qui a fait un carton sur le digital à son lancement. De plus, en permettant aux jeunes joueurs de se prendre en photo avec la voiture et le top model, adidas leur offre un contenu clé en main qu’ils pourront publier sur leurs plateformes sociales, favorisant toujours plus le partage et la viralisation de cette campagne.

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