adidas créé les recruteurs predator

Depuis le lancement de la Predator, adidas multiplie les initiatives et opérations de promotion. On a eu le droit au film (très bien réalisé par ailleurs) et la présentation presse, cette fois ci, c’est adidas Pays-Bas qui innove avec un dispositif terrain.

En effet, dans plusieurs villes des Pays-Bas, adidas a décidé d’envoyer des « recruteurs predator », ou « predator scouts » en anglais. Les « recruteurs predator » ont un objectif simple : repérer les meilleurs jeunes joueurs de football et leur offrir une paire d’adipower Predator, en guise de récompense pour leur prestation sur le terrain. Et pour marquer le coup, adidas a décidé que les « recruteurs predator » seraient des joueurs de football professionnel et notamment le milieu de terrain de l’Ajax d’Amsterdam, Siem de Jong.

Une activation simple et efficace qui démontre comment le marketing sportif (adidas est l’équipementier de l’Ajax) se met au service de la promotion de produit et de la création de la brand advocacy (ambassadeur de marque) et ce dès le plus jeune âge, afin de fidéliser la cible.

Dans cette vidéo, Siem de Jong s’est rendu à un match entre DVS’33 et DTS’35 à Ermelo et a fait un heureux gagnant, Haseeb Qoraishi.


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