Nike célèbre le « Black History Month »

Nike, l’équipementier basé à Beaverton dans l’Oregon, célèbre le Black History Month en dévoilant de nouveaux produits spécialement créés pour ce mois de commémoration.

Le Black History Month (ou « Mois de l’Histoire des Noirs ») est un mois commémoratif en l’honneur des populations noires qui ont dû vaincre l’esclavage pour gagner leurs droits civiques, célébré au mois de février aux Etats-Unis et au Canada et au mois d’octobre au Royaume-Uni. Précédé de quelques semaines par le Martin Luther King Day qui est devenu l’un des événements de référence du calendrier de la NBA (un peu comme le Boxing Day pour la Premier League), le Black History Month est l’occasion pour Nike d’orienter sa communication vers la population Afro-Américaine, qui représente, on le sait tous, un segment important de la population des Etats-Unis et partout dans le monde.

Pour Nike, le Black History Month est plus qu’une initiative sociale, civique et communautaire mais c’est l’opportunité de « reconnaitre le pouvoir et l’impact du sport sur la société ». Rassemblés sous la signature « Be Bold. Be True », la collection Black History Month 2013 de Nike célèbre 3 ambassadeurs Nike, athlètes qui symbolisent cette vision, 3 athlètes qui ont et font preuve de détermination dans leur sport : la tenniswoman Serena Williams, le footballeur Didier Drogba et le basketteur Kevin Durant.

Chaque athlète (intelligement choisi sur la base du calendrier sportif : US Open, Coupe d’Afrique des Nations et All Star Game), s’est vu créer son propre logo. Drogba est symbolisé par une ampoule aux couleurs d’un ballon de football, Serena Williams est symbolisée par une balle de tennis propulsée par des éclairs alors que pour Kevin Durant, la marque a réalisé un panier de basket-ball avec une planche en format de nuage. Un symbole par athlète, un symbole pour illustrer l’engagement sociétal de chacun (améliorer les conditions des régions les plus pauvres d’Afrique, l’éducation au Kenya, un centre de loisir à Seat Pleasant dans le Maryland), un symbole aux couleurs de la collection Nike BHM 2013.

Composée de 7 chaussures, 2 T-Shits, 1 Destroyer Jacket, des chaussettes Nike Elite et d’une casquette, la collection BHM 2013 sera lancée le 26 janvier prochain et sera facilement reconnaissable par sa palette de couleurs (noir, gris et brun mis en valeur par le orange).

Cette collection est en effort conjoint de la partie sport (basket-ball, tennis, football) et Sportswear. Par exemple, Nike nous gratifie d’une nouvelle version de la Lunar Force 1 et de la Air Force 1 Downtown, mais aussi des versions collector de la KD V (la chaussure de Kevin Durant), la LeBron X (la chaussure de LeBron James) et la Kobe 8 System (la chaussure de Kobe Bryant), qui fouleront les parquets de la NBA lors du fameux Martin Luther King Day, ce lundi 21 Janvier.




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