Nike Basketball – Mamba Mentality

Pendant des années, il fut l’un des grands ambassadeurs de la multinationale nord-américaine Nike. Pendant des années, les baskets de Nike étaient toujours sur le podium des trois baskets les plus vendus de la NBA, avec des ventes qui généraient des millions de dollars. Et pendant des années, la société était très claire qu’elle avait en Kobe Bryant l’un de ses grands diamants dans le monde du marketing sportif.

Aujourd’hui à la retraite, Kobe Bryant a forcément un peu moins d’influence que durant sa carrière mais Nike ne souhaite pas que son influence et son potentiel se dégradent comme le démontre la dernière campagne pour Kobe Bryant, intitulé Mamba Mentality. 

 

Ce procédé n’a rien de nouveau. Au contraire. Nous avons pu déjà voir un exemple similaire au sein de la NBA avec adidas et Derrick Rose. En effet, après avoir investi un montant considérable pour faire de Derrick Rose, sa tête d’affiche en NBA, ce dernier a enchaîné les blessures, le mettant sur le banc plusieurs matchs d’affilée. 

En orchestrant la campagne « The Return », adidas a su garder la flamme de la marque « Derrick Rose » vivante alors que ce dernier était éloigné des parquets. Anciennement MVP de la saison 2010-2011, Derrick Rose est devenu le protagoniste d’une campagne narrant le processus épique de sa récupération et de son retour sur les parquets. 

Nike a l’air de suivre aujourd’hui les mêmes étapes. Pour la simple et bonne raison que Nike a tout intérêt d’un point de vue business et marque de garder la marque « Kobe Bryant » (ou « Black Mamba ») en vie le plus longtemps possible, et ce avant l’avènement d’une nouvelle superstar dont l’attrait marketing égale ses performances sur les parquets. 

Pour aider et stimuler la naissance de cette prochaine icône, Nike Basketball publie donc Mamba Mentality, un contenu qui résume les cinq grandes vertus de la mentalité de Mamba/Kobe Bryant. Un mantra pour devenir en quelque sorte le nouveau Kobe Bryant. 

Le hashtag #MambaMentality commence déjà à prendre forme et vie sur les réseaux sociaux par des comptes de fans de basketball et de Kobe Bryant qui ont par exemple réagit suite au transfert de Kyrie Irving, athlète Nike au Boston Celtics. 

En parallèle, Kobe Bryant défie d’autres athlètes et artistes Nike à battre des records lors de la saison à venir, démontrant ainsi à leur tour, leur #MambaMentality. 

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