PUMA lance ses maillots pour la Coupe d’Afrique des Nations 2012

La Coupe d’Afrique des Nations 2012, co-organisé par le Gabon et la Guinée Equatoriale, arrive à grand pas. Le tirage au sort ayant été effectué, le moment était venu pour PUMA de lancer les nouveaux maillots des équipes africaines sous contrat.

Commençons par le commencement…

Depuis 1996, PUMA a signé des partenariats avec plusieurs équipes nationales, en commençant par le Cameroun. La marque se retrouve maintenant avec 10 partenaires avec l’Algérie, le Cameroun, le Ghana, la Cote d’Ivoire, la Namibie, le Senegal, le Togo, le Gabon, le Burkina Faso et le dernier de la famille PUMA, l’Afrique du Sud. Ces partenariats ont permis à la marque de se différencier des deux géants du marketing sportif, à savoir adidas et Nike, et de se créer une vraie identité et un vrai territoire de communication, renforcé par des partenariats avec des ambassadeurs de renom comme Samuel Eto’o, le joueur d’Anzhi Makhachkala, accessoirement le joueur le mieux payé au monde, et des publicités qui sont maintenant devenues des classiques comme Journey Of Football 2010, filmé durant la CAN 2010 en vue de la Coupe du Monde FIFA 2010 en Afrique du Sud.

Pour la CAN 2012, PUMA s’est associé à des designers et créateurs africains, issus du Creative African Network crée en 2010, pour réaliser les nouveaux motifs des maillots des équipes nationales. Une très belle initiative de la part de l’équipementier qui a déjà collaboré il y a deux années avec Kehinde Wiley, un designer africain, qui a réalisé des portraits des stars PUMA pour la Coupe du Monde 2010 ainsi qu’une série limitée. Pour PUMA, le lancement de ses nouveaux maillots représente plus qu’une simple opportunité marketing, cela est aussi l’opportunité et une magnifique plateforme pour expliquer un des programmes de la marque, PUMA.Creative, une plateforme qui rapproche les organisations et les artistes, leur offrant au bout du compte une visibilité internationale. C’est donc dans le cadre que PUMA.Creative que les designers africains ont été commissionnés pour réaliser les maillots des équipes nationales. Au final, ce lancement permet aussi à la marque de travailler son image et son « capital social » d’une certaine manière.

Etaient donc présents à la conférence de presse Franz Koch (CEO Puma) et Terence Parris (Responsable partenariats équipes nationales), Serge Akakpo (Togo), Jonathan Pitroipa (Burkina Faso), Khader Mangane (Senegal), Steven Pienaar (Afrique du Sud), Samuel Eto’o (Cameroun), Yaya Touré (Cote d’Ivoire), Asamoah Gyan (Ghana), Didier Ovono (Gabon) et Bradley Wermann (Namibia) ainsi que les 10 créateurs qui auront l’opportunité et la chance d’avoir leurs oeuvres personnelles exposées pendant 1 mois au Design Museum dans le cadre de l’exposition « ‘Interpretations of Africa: Football, Art and Design », à savoir Barthélémy Toguo du Cameroon, Zineb Zedira d’Algérie, Godfried Donker du Ghana,  Saïdou Dicko (Burkina Faso), Ernest Düku (Cote d’Ivoire), Owanto (Gabon), Hentie van der Merwe (Namibie), Samba Fall (Senegal), Hasan et Husain Essop (Afrique du Sud) et El Loko (Togo).

Voici les visuels des maillots. Lequel préférez-vous?


Afrique du Sud
Burkina Faso
Cote d'Ivoire






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2 Rétroliens / Pings

  1. PUMA lance ses maillots pour la Coupe d’Afrique des Nations 2012 | Sports&VideoGames | Scoop.it
  2. PUMA lance ses maillots pour la Coupe d’Afrique des Nations 2012 | marketing sportif | Scoop.it

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