Derrick Rose blessé, adidas basketball affaibli ?

Les Chicago Bulls, la franchise mythique de la NBA qui a accueilli la légende Michael Jordan, est aussi l’équipe d’une des stars de la NBA, Derrick Rose. Meneur de la NBA, Derrick Rose est aussi l’ambassadeur numéro 1 d’adidas basketball avec un contrat de 185 millions de dollars pendant 13 ans (qui peut monter jusqu’à 200 millions de dollars), star de la dernière publicité, Basketball is everything et dispose bien évidemment une chaussure signature, la D-Rose.

Mais aujourd’hui, sur Twitter, les Chicago Bulls ont annoncé la nouvelle que redoutait tous les fans de la NBA, l’absence pour l’intégralité de la saison de Derrick pour cause de blessure au ménisque droit, après s’être déchiré les ligaments croisés du genou gauche à la fin de la saison 2011-2012.

— Chicago Bulls (@chicagobulls) 25 Novembre 2013


Un coup dur donc pour adidas basketball, sachant que le numéro 2 de la marque n’est autre que Dwight Howard, le pivot des Houston Rockets qui a connu, depuis 2 saisons, des hauts et des bas faisant de lui le joueur le plus détesté de la Ligue. Même si adidas basketball a dévoilé la nouvelle chaussure de Dwight Howard en Août, cette dernière n’a généré que 5 millions de dollars de vente sur le sol américain en 2012 selon le cabinet de recherches SportsOne Source. Largement en dessous des 25 millions de dollars générés par la vente de la D-Rose.

Même avec ces 2 joueurs présents, adidas basketball est encore très très loin du mastodonte Nike (Nike Basketball & Jordan), qui domine le marché avec près de 92% de ce marché valorisé à 3.7 milliards de dollars. adidas basketball possède donc 5.5% du marché, Reebok 1.6% et Under Armour (0.6%). En 2004, il y a donc 10 ans, adidas basketball détenait 15% du marché. Une descente aux enfers qui aurait dû s’accélérer mais ce n’était sans compter sur #thereturn, la campagne de communication d’adidas basketball, véritable plateforme d’engagement entre la marque, les fans et l’athlète et qui a au final permis à adidas basketball d’aligner son niveau de croissance avec celui du marché, soit +25%.

Mais les spécialistes américains confirment qu’il sera compliqué pour adidas basketball de maintenir son chiffre d’affaires une 2ème année. Quelle solution alors pour la marque ? La première serait d’investir et de mettre en avant les « seconds couteaux » que sont Ricky Rubio ou encore John Wall. Mais difficile pour eux de concurrencer les stars de la NBA que sont LeBron James, Kevin Durant, Kobe Bryant, Blake Griffin ou encore Carmelo Anthony, tous chez Nike Basketball ou Jordan.

Quelle alternative pour adidas basketball ? Il semblerait que le salut d’adidas basketball ne vienne pas de la NBA. En octobre dernier, des rumeurs ont annoncé qu’adidas basketball était prêt à investir 180 millions de dollars pour signer le premier année de l’Université du Kansas, Andrew Wiggins, qui devrait intégrer la draft 2014. Véritable joyau, Wiggins permettrait à la marque de revenir sur le devant de la scène mais ce montant est le double de celui payé par Nike lors de la draft 2003, celle de LeBron James. Surenchère ou instinct de prix ? Le fait est qu’adidas basketball doit prendre des décisions et elles doivent arriver très rapidement pour éviter une hégémonie encore plus importante de son rival de toujours, Nike.

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