Jordan lance la Melo M9, la nouvelle chaussure de Carmelo Anthony

Jordan, marque du groupe Nike, a annoncé la nouvelle version de la chaussure de Carmelo Anthony, la star des New York Knicks, la JORDAN MELO M9.

Lancé le 25 Décembre dernier, la Jordan MELO M9 est arrivée en magasin ce 9 janvier, inspirée par la passion de Carmelo Anthony pour les montres de luxe et les costumes de super-héros, et sera disponible en 4 coloris (Game Royal, Noir, Orange et Blanc aux couleurs des New York Knicks, Noir/Blanc/Bleu universitaire, Noir/Blanc/Citron et Rouge/Noir/Blanc).

Sp13_JD_Melo9_Footwear_027_16446

Sp13_JD_Melo9_Footwear_012_BTY_16443

Sp13_JD_Melo9_Footwear_601_16451

Sp13_JD_Melo9_Footwear_006_BTY_16442

Mais plus que le produit, Jordan a orienté sa communication sur le joueur et la ville de New-York, dans la campagne « The City That Made Me » (La Ville qui m’a façonné). Après un lancement spectaculaire pour la MELO M8 en octobre 2011, Jordan revient à une campagne plus intimiste, centrée bien évidemment sur le joueur mais sur ssa vie, permettant à la marque d’aller au-delà des conversations sportivo-sportives et de faire de Carmelo Anthony une icône de marque plus qu’un ambassadeur avec une ligne de produits.

Au cours d’un documentaire découpé en 3 vidéos regroupant des interviews avec des grandes figures de New-York (le rappeur Nas), des New York Knicks (Bernard King) ou encore du joueur (sa mère Mary Anthony ou son frère Justice Anthony), la marque Jordan explore la vie du numéro 7 des New York Knicks.

Une campagne qui vit aussi sur les médias sociaux avec le hashtag #PlayforNY.

[youtube]http://www.youtube.com/watch?v=ZCsS2SLt_JA[/youtube]

[youtube]http://www.youtube.com/watch?v=eTnAAcv0_DE[/youtube]

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