Nike devient (RED)

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A la veille de la journée mondiale contre le SIDA, des joueurs de football de classe mondiale se sont joint à Bono pour l'annonce du partenariat entre Nike et (RED).

C'est au NikeTown de Londres que Didier Drogba (Chelsea), Joe Cole (Chelsea), Andrei Arshavin (Arsenal), Denilson (Arsenal), Marco Materazzi (Inter Milan), Lucas Neill (Everton), Clint Dempsey (Fulham) et Seol Ki-Hyeon (Fulham) se sont retrouvés aux côtés du PDG de Nike, Mark Parker, de Susan Smith, PDG de (RED), du Professeur Michel D. Kazatchkine, Directeur Exécutif du Fonds Mondial de lutte contre le SIDA, la tuberculose et le paludisme et bien évidemment Bono, le chanteur emblématique du groupe U2 et co-fondateur de (RED).

Ce partenariat s'axera autour d'un symbole, à savoir les "lacets Nike (RED)" et d'une accroche forte "Lace Up, Save Lives". En achetant ces lacets rouges, chaque consommateur fera un geste pour la lutte contre ces maladies qui déciment la jeune population africaine, puisque 50% des fonds seront reversés à (RED) qui va à son tour financer les médicaments contre le virus du HIV et l'autre moitié fera l'objet de subventions pour les associations locales qui initieront des projets visant à éduquer et prévenir la population contre les risques du SIDA. Ce programme a donc une double vertu, à la fois curative et préventive.

L'utilisation d'ambassadeurs de renom est donc toute trouvée pour un tel programme et l'association avec Nike se fait donc tout naturellement puisque ces sportifs, adulés par les footballeurs en herbe, sont les porte-paroles de cette cause, portant un signe distinctif remarquable que sont les lacets rouges, et qui se vendront sans soucis.. "Les lacets Nike (RED) lient les athlètes autour du monde avec ceux qui vivent sous la peur du HIV en Afrique et cela d'une belle manière" dixit Professeur Michel D. Kazatchkine. "Porter ces lacets (RED) est un signe que l'on se soucie des autres – et cela nous aide à protéger et traiter des millions de personnes qui risquent chaque jour d'être infecté ou qui luttent contre le HIV."

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Et c'est au tour de Susan Smith Ellis, PDG de (RED) de se féliciter de ce partenariat puisque "Nike est une grande marque et nous avons besoin de grandes marques pour nous faire entendre. (…) C'est le partenaire idéal pour mettre en relation l'éducation et le sport et en faisant cela participe au changement sociétal et à la campagne de prévention mondiale contre le SIDA". Louanges auxquelles le président de Nike, Mark Parker a répondu "qu'en étant que marque mondiale, Nike peut jouer un rôle important dans la prise de conscience collective autour de ce problème et qu'avec le football comme catalyste, Nike rejoint tout naturellement le mouvement (RED) dans la lutte contre le SIDA en Afrique".

Les lacets Nike (RED) seront en vente à partir du 1er Décembre 2009 dans les Nike Store, nike.com et les réseaux de distribution à travers le monde. D'autres produits Nike (RED) verront le jour dans les mois à venir.

407308_001_A Avec l'arrivée de Nike, (RED) renforce son portefeuille de marque composé entre autres d'American Express, Apple, Dell, GAP ou encore Starbucks, et prouve une nouvelle fois qu'une association entre une marque et une association est avant tout une histoire d'image et de bon vouloir entre les deux parties impliquées. Maintenant reste à Nike de capitaliser sur ce nouveau partenariat "CSR" pour renforcer son image de marque et en tirer des bénéfices indirects. Mais connaissant la firme de Beaverton, je me fais guère de soucis… 

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