Nike & adidas dominent la Ligue 1

Marseille's French midfielder Lassana Diarra (R) vies with Paris Saint-Germain's Ivorian defender Serge Aurier during the French L1 football match Paris Saint-Germain (PSG) vs Olympique de Marseille (OM) on October 4, 2015 at the Parc des Princes stadium in Paris. AFP PHOTO / KENZO TRIBOUILLARD (Photo credit should read KENZO TRIBOUILLARD/AFP/Getty Images)

Nos amis de Footpack, site spécialisé dans les maillots et chaussures de football, font le point au début de cette deuxième partie de saison footballistique sur les forces en présence et marques dominantes de la Ligue 1. La conclusion est claire et sans appel : Nike & adidas dominent outrageusement la Ligue 1 que ce soit dans les partenariats avec les clubs ou sur le taux d’équipement chaussures.

L’analyse, réalisée sur les 20 clubs de la Ligue 1 et les 588 joueurs du championnat français, se concentre donc sur les maillots, les chaussures, les ballons et les arbitres.

Voici les informations à retenir de cette infographie :

  • Sur les maillots, 11 équipementiers habillent les 20 équipes soit 3 de plus que la saison dernière (Joma / Toulouse FC , Macro / GFCA , le coq sportif / AS Saint-Etienne) mais Nike & adidas retiennent 40% du marché à eux deux
  • Sur le footwear, 96% des joueurs portent des chaussures Nike ou adidas, avec un avantage certain pour Nike dont les modèles sont portés par 58% des joueurs de Ligue 1.
  • Néanmoins, la stratégie d’adidas dans la chaussure de football semble commencer à porter ses fruits puisque la X15.1 est la chaussure la plus portée en Ligue 1.

Infographie Footpack équipements Ligue 1

Les efforts d’adidas dans le football semblent commencer à porter leurs fruits que ce soit via la refonte de leur stratégie produit avec deux silos phare que sont la Ace et la X, complétée par la Messi, et une nouvelle plateforme de communication illustrée par la campagne #ThereWillBeHaters. Mais de son côté, Nike n’a bien évidemment pas dit son dernier mot avec son armada d’athlètes et le Paris Saint-Germain (et l’Equipe de France dans une moindre mesure) qui lui assurent une visibilité importante auprès de la cible prisée que sont les jeunes fans de foot de 16 à 19 ans.

Affaire à suivre donc…

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