Le coût du lock-out pour adidas

Nous sommes au 134ème jour du lock-out en NBA et alors que l’espoir existe toujours, un certain groupe est actuellement en train de souffrir en silence.

Ce groupe n’est autre que l’équipementier de la NBA, adidas, l’un des grands du marketing sportif. En effet, les analystes estiment qu’adidas pourrait perdre plus de la moitié de son chiffre d’affaires venant des produits sous licence si le lock-out persiste.

Pour Matt Powell, de SportsOneSource, la saison 1998-99, la seule de l’histoire réduite à cause de la grève des joueurs n’avait pas eu d’impact direct sur la vente des chaussures car le basketball ne s’arrête jamais comme Nike a tendance à le répéter en ce moment. Néanmoins, les produits sous licence avait pris un gros coup, leurs ventes avaient été réduites de moitié car il ne faut pas oublier, à l’époque, s’habiller en produits NBA était à la mode!

En 2006, adidas signa un partenariat de 11 ans, d’une somme de 400 millions de dollars faisant de la marque aux 3 bandes l’équipementier de la NBA. Ce partenariat fut étendu en Europe en 2010, permettant à adidas d’être l’unique fabricant de produits sous licence NBA.

Alors qu’une majorité des revenus d’adidas basketball provient de la vente de chaussures (près de 60%), certains analystes prédisent que les revenus issus du deal NBA tourneraient autour des 300 millions de dollars annuels, soit 220 millions d’euros. Même si ces 300 millions ne représentent que très peu dans l’ardoise globale de la marque (18 milliards de dollars ou 13.2 milliards d’eursos), adidas ne peut se permettre de perdre cette somme durant le lock-out.

Pour Herbert Hainer, CEO d’adidas, la situation n’est pas si alarmante que ça car adidas espère continuer à capitaliser sur les vente de chaussures en créant de l’excitation et de l’intérêt parmi les consommateurs. « Un très bel exemple est notre première campagne sur les médias sociaux, avec l’adiZero Rose 2.0, la chaussure pour Derrick Rose, le dernier MVP de la NBA. »

Donc… perdre 300 millions de dollars n’est pas si important que ça car les ventes de chaussures, finalement liées à la consommation lifestyle, si lancées avec la bonne campagne de communication, pourront absorber cette somme, cette perte, qui je vous le rappelle s’élève à 300 millions de dollars .

J’aimerai avoir la confiance d’adidas plus souvent…


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  1. S’ils ne s’inquiètent pas pour le moment, tant mieux pour eux… mais ils sont pas les seules à vouloir que la NBA reprennent… les franchises aussi perdent énormément… espérons que la situation se décante rapidement… même si cela me semble mal parti.

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  1. Le coût du lock-out pour adidas | Sports&VideoGames | Scoop.it
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