Andy Murray quitte Fred Perry pour adidas

Andy Murray - Fred Perry Andy Murray, le jeune tennisman britannique de 22 ans et numéro 2 mondial, devrait signer un contrat avec adidas et va donc quitter Fred Perry, son équipementier actuel. Ce nouveau contrat devrait lui faire gagner au minimum quelques 3.4 millions d'euros par an et devrait être effectif en Janvier prochain pour le prochain Open d'Australie.

Grâce à ce nouveau contrat, adidas renforce sa position dans le tennis et se retrouve maintenant mieux armé face à son rival de toujours, Nike. En effet, Nike possède sous contrat deux joueurs charismatiques que sont Roger Federer et Rafael Nadal. Jusqu'à maintenant, adidas ne possédait que le numéro 3, Novak Djokovic. L'arrivée d'Andy Murray renforce donc le positionnement d'adidas et peut-etre pousser adidas à opter pour une stratégie de communication centrée sur ces outsiders ("underdogs")…

Un choix tactique de la part d'Andy Murray et son agence de représentation, 19 Entertainment dirigé par Simon Fuller (le même Simon Fuller qui nous a fait découvrir les Spice Girls), car adidas représente la marque idéale pour faire du tennisman écossais une superstar et une marque mondiale.

Néanmoins ce transfert est un gros coup pour Fred Perry, qui perd sa figure de proue et pourrait voir ses ventes diminuer fortement au cours de la saison prochaine et donc la nécessité de revoir sa stratégie de sponsoring et de trouver le bien qui permettrait à la marque de cultiver son héritage britannique et de jouir d'une visibilité internationale. Affaire à suivre….

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