Nike Sportswear Italie présente Milano Kalibro Kobe

La NBA est toujours en plein lock-out et les joueurs de la ligue nord-américaine s’ennuient. Les sponsors en profitent donc pour utiliser leurs ambassadeurs pour des opérations de communication. Je vous avais parlé d’adidas avec Derrick Rose pour le lancement de l’adizero Rose 2, c’est au tour de Nike de ressusciter la saga de « The Black Mamba », cette fois-ci en Italie.

En effet, pour la venue de Kobe Bryant à Milan et à Rome le 28 et 29 septembre dernier, Nike Sportswear Italie a décidé de mettre en scène le légendaire joueur des Los Angeles Lakers et d’autres sportifs italiens dans un mini-film intitulé « Milano Kalibro Kobe », largement inspiré du classique italien « Milano calibre nove » (Milan calibre 9) sorti au début des années 1970. On y retrouve d’autres sportifs sous contrat avec Nike et notamment des joueurs de football comme Claudio Marchisio (Juventus), Marco Materazzi, Gennaro Gattuso, Alberto Aquilani (Milan) et Gianpaolo Pazzini (Inter).

[youtube]http://www.youtube.com/watch?v=fRcgyzdVwgc[/youtube]

En plus de ce film, la marque a produit des affiches de film mettant en avant ses personnages

Une bonne communication en amont pour événementialiser la visite du joueur en Italie, dans la ligne de la saga cinématographique initiée plus tôt dans l’année avec le film de Robert Rodriguez.

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