Nike présente sa chaussure sociale, la T90 Laser IV

C’est la guerre des chaussures entre les équipementiers football en cette rentrée.

Après l’adidas F50 SPEED CELL miCoach, c’est au tour de Nike de nous offrir son innovation autour de la nouvelle édition de la Nike T90 Laser IV, la chaussure que porte Wayne Rooney. L’innovation ne se trouve pas dans le produit lui même car la T90 Laser IV est une chaussure somme toute traditionnelle (Nike vante 20% de poids en moins, une silhouette améliorée et un vrai travail sur les semelles). L’innovation nous provient de l’application facebook développée spécifiquement pour l’occasion, permettant aux footballeurs à travers le monde d’enregistrer et partager leurs buts.

L’application, T90 Strike Counter, permet donc d’enregistrer les données à propos d’un but et notamment d’où a été marqué le but, dans quel endroit du but et quelle partie de la chaussure a été utilisée pour marquer ce but. Du coup, chaque footballeur équipé de cette chaussure aura la possibilité d’identifier s’il est plus fort du pied droit, du pied gauche, de l’extérieur du pied, s’il marque dans la surface ou si c’est un spécialiste des frappes dans le soupirail Bien évidemment au fur et à mesure de l’utilisation de l’application, Nike intégrera des témoignages et des données de joueurs pro (Wayne Rooney entre autres), qui restent tous à la recherche du but parfait. L’application a été lancée hier et nous sommes déjà à plus de 3 800 buts enregistrées dans l’application, soit pas loin de 100 buts enregistrés par heure!

Mais ce qu’il faut retenir de ce lancement et de celui de l’adidas F50 SPEED CELL miCoach, ce n’est pas tant le poids ou les caractéristiques techniques mais les innovations « sociales » qu’ont apporté les équipementiers à leurs produits. Il y a encore quelques années, le joueur de football est à la recherche de la chaussure la plus confortable ou la plus légère, maintenant, avec les médias sociaux, les nouvelles technologies et la starification quasi à outrance des joueurs de football , cela ne suffit pas ou en tout cas, cela ne suffit plus. Les consommateurs veulent pouvoir comparer et analyser leurs performances et celles de leurs stars quasiment en temps réel, d’où l’émergence de service comme Opta et du Castrol Index et maintenant de la T90 Laser IV. Tous ces nouveaux services répondent aux nouvelles attentes des consommateurs et il est et sera réellement intéressant de voir les prochains développements et les futures innovations de ces 2 équipementiers qui dictent le tempo.

Tout ce lancement est soutenu par une publicité d’1 minute et 4 vidéos dédiées autour des 4 ambassadeurs de la Nike T90 Laser IV, à savoir Alexandre Pato (Milan AC), Wesley Sneijder (Inter Milan), Gonzalo Higuain (Real Madrid) et Fernando Torres (Chelsea), ainsi qu’un spot générique d’1 minute.






Voici aussi des visuels de l’application facebook Strike Counter



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3 Rétroliens / Pings

  1. Nike présente sa chaussure sociale, la T90 Laser IV | Sports&VideoGames |
  2. Nike présente sa chaussure sociale, la T90 Laser IV ... | sport-tendance |
  3. Nike Sportswear pour l'Inter Milan | - Le Blog du Marketing Sportif

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