Jordan Spieth, le nouveau Golden Boy d’Under Armour ?

Vous ne connaissez sans doute Jordan Spieth. Né il y a 21 ans de cela à Dallas dans le Texas, Jordan Spieth est un golfeur professionnel, récent vainqueur des Masaters de Golf et sous contrat avec l’équipementier américain Under Armour.

jordan-spieth-jeuneTombé dans la marmite du golf à son jeune âge, Jordan Spieth enchaîne les performances et collection les records depuis plusieurs années avec entre autre l’US Open Junior en 2009 et 2011 (seul golfeur à l’avoir remporté à plusieurs reprises comme Tiger Woods). Professionnel depuis la mi-2012, Jordan Spieth a signé d’entrée avec Under Armour comme équipementier en janvier 2013 et porte depuis les produits de la marque sur tous les greens qu’il passe. Il a d’ailleurs prolongé début 2015 pour 10 ans. « Il est athlétique, il est jeune, il a une bonne personnalité et il gagne » dixit Ryan Kuehl, senior director of Golf chez Under Armour. « La prolongation est un signe fort de notre ambition et volonté sur le marché du golf. »

Alors qu’Under Armour ne produit que du textile dans le golf (les chaussures devraient être lancées d’ici fin d’année), la marque est 2ème derrière Nike sur ce sport mais espère que sa stratégie globale dans le golf portera ses fruits dans les années à venir pour devenir numéro 1. Le sponsoring, l’une des grandes briques du plan d’Under Armour, a une approche claire : investir dans moins de joueurs, mais s’assurer qu’ils portent de la tête aux pieds les produits de la marque. Et le pari semble payer avec Jordan Spieth qui grâce à sa victoire à l’US Open, a assuré une visibilité sans pareil pour Under Armour.


En effet, sa victoire aux Masters à Augusta aurait permis à Under Armour de gagner plus de 30 millions de dollars en valeur selon des analystes américains, grâce à la visibilité du logo de la marque lors des passages à la TV de Jordan Spieth sur ESPN et CBS. C’est presque deux fois plus que Tiger Woods et Nike en 2013 (env. 20 millions de dollars). Ce chiffre s’explique par la domination du premier au dernier jour de Spieth sur la concurrence, lui garantissant des passages TV et des retombées presse considérables durant et après le week-end.

Quand on connait la vitalité d’Under Armour (la marque vient d’annoncer une augmentation de 25% de son chiffre d’affaires vs. l’année dernière, le 20ème trimestre d’affilée à plus de 20%), l’avénement de Jordan Spieth est sans doute l’élan de plus qu’il fallait à Under Armour pour devenir l’un des grands équipementiers de ce monde et, qui sait, attendre le même rang que Jordan Spieth au classement mondial actuel : la place de numéro 2 devant adidas.

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