Seize Glory, l’opération communautaire de Tottenham Hotspurs et Under Armour

Le club de Tottenham Hotspur et son équipementier Under Armour ont dévoilé cette semaine les nouveaux maillots domicile et extérieur pour la saison 2014/15 accompagné d’une « expérience numérique » unique qui pourra voir les messages de soutien des fans récompensés de manière unique par Under Armour et le club.

Il faut savoir que cette saison marque le 10ème anniversaire de la disparition de Bill Nicholson, légende du club. C’est sans doute ce qui a motivé le club et Under Armour de réaliser un maillot qui porte les mots « Echo for Glory », faisant référence l’une des célèbres phrases de Bill Nicholson : « It is better to fail aiming high than to succeed aiming low. And we of Spurs have set our sights very high, so high in fact that even failure will have in it an echo of glory. »

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De plus, le maillot extérieur porte 11 lignes dorées, symbole des 11 titres gagnés durant la période de Bill Nicholson au club.

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Pour accompagner ce lancement, Under Armour et Tottenham ont donc conçu une activation, #SeizeGlory, qui invite les fans du club à s’exprimer sur les valeurs et les futurs objectifs du club qui lui permettra à nouveau d’atteindre cette gloire qui lui échappe depuis de longues années.

L’activation prend vie sur la page facebook du club, où l’animation communautaire vise à identifier et mettre en avant les meilleures contributions qui seront installées autour de White Hart Lane, le stade du club.

Mais plus que des impressions autour de White Hart Lane, Under Armour UK promet aux fans d’ajouter leur propre voix, leur propre message, à ce maillot, Echo for Glory, maillot qui sera porté par Paulinho, milieu de terrain brésilien du club.

Certes le fait de porter un message de fans n’est pas une nouvelle chose dans le monde du marketing sportif et dans le type de mécanique digitale/real life, mais dans le cadre de Tottenham qui semble avoir vécu une cassure forte entre supporters et force dirigeante la saison dernière, cette activation aura peut-être le mérite de rapprocher les joueurs de leur public au cours de la saison 2014/15.

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2 Rétroliens / Pings

  1. Seize Glory, l'opération communautaire d...
  2. Under Armour, nouvel équipementier de Southampton

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