L’Equipe de France a son nouveau maillot

3700966398 C'est confirmé, depuis hier 18h, l'équipe de France de football a son nouveau maillot. Sportsmarketing.fr avait vu juste puisque le maillot présenté samedi matin s'est avéré être le bon

Suite à la signature du contrat entre Nike et la FFF (pour 42 millions d'euros par an, s'il vous plait!), la pression était grande sur les épaules de l'équipementier mondial #1.

Et le pari réussi, beaucoup ont décrié et continueront de critiquer ce maillot qui soit disant ressemble à un polo, mais du côté de Sportsmarketing.fr, ce nouveau maillot est un peu le signe du renouveau de l'équipe de France.


Sobre, classe, différent et efficace, ce maillot représente ce que l'on aimerait voir de l'équipe de France. Une équipe de France sobre et humble dans son attitude, classe dans son jeu et son respect de l'adversaire, différente de celle qu'on a pu voir d'elle mais surtout efficace dans le jeu et de facto victorieuse.

D'un point de vue produit, cette nouvelle tenue se traduit par un maillot bleu avec un col que l'on peut porter relevé ou bas, bouton ouvert ou fermé, avec des manches retroussées laissant apparaitre un rouge vif ou pas. Bref, chaque joueur aura la possibilité de "customiser" son maillot comme il l'entend et donc de se forger sa propre identité via le maillot, mais un maillot qui sera au final différent mais commun (comme brodé dans le col de chaque maillot "Nos différences nous unissent") car c'est le maillot de l'équipe de France. Le short, d'un blanc sobre avec un liséré noir pour affiner la silhouette. Et les chaussettes rouge pour terminer cette harmonie des couleurs et illustrer la symbolique du Bleu-Blanc-Rouge fier au peuple français. Le maillot n'est pas tout car l'enjeu était aussi de rapprocher le public de son équipe, objectif primordial de la FFF et la solution trouvée par Nike est simple: créer une gamme lifestyle autour de la marque Equipe de France et permettre à tout à chacun de vivre sa passion pour les Bleus au quotidien.

Au niveau de la com, le teasing orchestré fut l'un des meilleurs jamais vu. On s'attendait à un événement digne des plus grands "shows à l'américaine", et au final on a eu quelque chose de simple avec une vidéo de 10min comprenant l'interview de Laurent Blanc par Christophe Dugarry, le film réalisé par Leg et un "in" de Malouda pour conclure invitant les internautes à filmer un geste footbalistique et gagner la chance d'apparaitre dans le prochain clip de Nike. Le film Nike est rythmé par la voix atypique et le flow reconnaissable d'un Oxmo Puccino, symbole de la renaissance de la musique Française. Si vous ne le connaissez pas, je vous encourage à l'écouter de ce pas car ces chansons sont juste fantastiques.

Au final, beaucoup de bruit, beaucoup d'attente et une entrée en la matière assez sobre et simple de la part de Nike qui je pense n'a pas voulu déployer son artillerie dans un des anciens fiefs d'adidas et dans un pays à la situation footbalistique complexe. En tout cas il est certain que le France – Brésil du 9 février devrait être LE grand match pour Nike avec ses deux équipes phares s'affrontant au Stade de France, quelques jours après la commercialisation du maillot…

Je vous laisse avec la publicité Nike pour le lancement du maillot, intitulée "Vive Le Football Libre" et les clichés du nouveau maillot des Bleus sur coupfranc.fr

 

 

 

107 Commentaires

  1. Bravo pour l’exclu dès samedi, bon boulot !
    Moi je le kiffe bien (les goûts et les couleurs), tu parles de renouveau, c’est vrai que si ce maillot pouvait être le symbole d’un renouveau ça pourrait le faire …
    Tu parles de rugby, c’est ce qu’on se disait effectivement, ça fait « gentleman » et moi ça me plait pour une équipe de France (les italiens par exemple, ça me choquerais …).
    Bravo encore et bonne continuation !

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3 Rétroliens / Pings

  1. Nike - Vive Le Football Libre nouvelle version | Sportsmarketing.fr - Le Blog du Marketing Sportif
  2. Le lancement du nouveau maillot de l'équipe de France de rugby, un beau loupé | Sportsmarketing.fr - Le Blog du Marketing Sportif
  3. Nike dévoile le maillot officiel extérieur de l'équipe de France de football | Sportsmarketing.fr - Le Blog du Marketing Sportif

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