Adidas s’attaque aux sports extrêmes avec la campagne #openallwinter

La démocratisation des sports extrêmes représente un nouveau marché de plus en plus attractif pour les marques de sports grand public. adidas a bien compris les enjeux de ce marché en plein développement, et nous le prouve avec sa nouvelle gamme de vêtement Climaheat et son impressionnante campagne de lancement #openallwinter.

L’hiver arrive à grand pas sur l’Europe, c’est le moment choisit par adidas pour lancer sa nouvelle gamme de produits spécial hiver, avec une forte connotation montagne, afin d’accompagner les sportifs dans leurs pratiques du sport dans les conditions les plus difficiles de l’hiver, grâce à des vêtements résistants et performants.

C’est ce que nous confirme Rolf Reinschmidt, Directeur Général d’adidas Outdoor : « Avec la campagne #openallwinter, nous voulons encourager les gens à sortir et prendre du plaisir en hiver, peu importe les conditions météo actuelles. Neige, glace et mauvais temps ne signifie pas rester à la maison, mais sortir, être actif et profiter de la nature. »

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Outre le bon timing choisit par Adidas pour lancer cette nouvelle ligne de vêtement, c’est bien la campagne de communication qui est audacieuse.

Le monde du sport extrême attire de plus en plus le grand public, essentiellement grâce aux sportifs qui y sont associés.

Tracer une grande ligne dans la poudreuse, grimper une cascade de glace, escalader des montagnes, survoler les vallées en parapente sont des activités de plus en plus accessibles grâce aux vidéos diffusés par les sportifs professionnels sur internet. Et le caractère ultra spectaculaire de ces disciplines les rendent extrêmement virale, avec des milliers de partages sur les réseaux sociaux, et donc des millions de vue potentiels supplémentaires.

adidas a donc choisit de s’appuyer sur trois des meilleures athlètes de sports extrêmes : Hayley Ashburn (slackline), Jean-Baptiste Chandelier (parapente) et Junhee Han (alpiniste), pour réaliser une vidéo de lancement vraiment très impressionnante :

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Pour compléter ce dispositif de lancement, adidas a choisi d’impliquer sa communauté de fans et de clients. Car après avoir partagé cette vidéo aux images à couper le souffle sur les réseaux sociaux, les fans de la marque sont invités à partager sur Twitter et Intagram leurs plus belles photos d’hiver, en y associant le hashtag #openallwinter.

Chaque semaine, un gagnant remporte un prix et la possibilité de participer à la sélection finale, pour tenter de remporter un roadtrip pour quatre personnes au Canada.

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