Renaud Lavillenie, Kevin Mayer, Martial Mbandjock et Romain Barras décontractés du boxer!

C’est peut-etre la campagne de la semaine dans le monde du marketing sportif français. Ca ne vaut pas Vive Le Football Libre de Nike, mais Athena avec sa campagne « Décontracté du boxer » devrait certainement marquer les esprits du public français.

Pour promouvoir sa collection de caleçons « Happy », la marque Athena, et son agence EURO RSCG 360, a imaginé une vidéo virale avec les athlètes français Renaud Lavillenie, Kevin Mayer et Romain Barras, devant initialement poser nus. Mais la vidéo making-off, que vous allez découvrir juste en dessous, montre que pour que les sportifs se sentent à l’aise, tout le personnel sur place a dû se mettre nu pour l’occasion.


Au delà de la vidéo, Athena, partenaire officiel de la Fédération Française d’Athlétisme, présente sa nouvelle signature, « Décontracté du Boxer », visant les hommes libres et quelque peu aventureux. Pour illustrer cette signature, Athena a donc utilisé 4 athlètes français : Renaud Lavillenie (saut à la perche), Kevin Mayer, Romain Barras (Décathlon) et Martial Mbandjock (sprinteur) dans les films et sur les visuels présentés plus bas. La campagne sera visible fin septembre en affichage national, un habillage de la homepage de l’ est prévu pour le jour du lancement de la campagne, ainsi qu’un dispositif mobile. On annonce même une collection événementielle pour 2012.

On aime ou on n’aime pas, personnellement je ne suis pas très fan du côté « mettre les sportifs à nu », même si c’est un passage obligatoire pour une marque de lingerie (cf. Sloggi & Yannick Noah). Du coup, ça enlève le côté innovant et original que recherchait la marque dans cette campagne.

Et puis bon, le slogan « Décontracté du boxer », ça fait un peu beaucoup penser à la réplique culte de Dépardieu dans les Valseuses « Décontracté du gland ». Après, ça fera le boulot sur les médias sociaux car les athlètes sont nus et le contenu sera partagé largement. Mais est-ce que les messages et l’engagement de la marque dans l’athlétisme seront compris, c’est une autre histoire.

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