Quand le fan se mue en designer

On en avait parlé lors d’un des podcasts Sport, Blog & Business, notamment suite à l’opération adidas/OM, Hugo Boss avec McLaren ou plus récemment Nike avec l’équipe nationale de football aux USA, mais les initiatives de crowdsourcing sont de plus en plus fréquentes dans le marketing sportif

Cette fois-ci, c’est Nike qui remet le couvert avec un dispositif réalisé dans le cadre des playoffs NBA autour d’un de ses ambassadeurs, Kevin Durant, la star des Oklahoma Thunders et l’un des joueurs les plus actifs sur Twitter (Ce sont les amis de Basket USA qui vont apprécier). Pour Nike, le dispositif était tout trouvé grâce à sa plateforme de customisation de chaussures, NikeiD. La marque au swoosh a donc lancé le « NIKEiD Design Contest », un concours invitant les internautes à dessiner et colorier une édition spéciale de KDIII, les chaussures de Kevin Durant, paire qui sera portée par le joueur en match.

La paire gagnante (designée par @thebklynBOMBER, maintenant @robbieVERSACE), sera portée par Kevin Durant, ce soir, lors du match 5 de la demi-finale de la conférence Est opposant les Oklahoma Thunders aux Grizzlies de Memphis.

Une belle initiative qui rapproche le fan de la marque en utilisant l’un des ses partenariats, à savoir le joueur.

Quelques clichés

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