Steve Nash quitte Nike pour…

Steve-Nash-Luyou Steve Nash, l'un des joueurs les plus emblématiques de la NBA, a décidé de signer avec la marque chinoise Luyou et devient de ce fait ambassadeur de la marque, après 15 ans de bons et loyaux services avec Nike.

Mais il semblerait que ce deal ne concerne que le territoire chinois et que le meneur des Phoenix aurait encore le droit de jouer en Nike aux USA… Bizarre…


En tout cas, ce partenariat entre Nash et Luyou montre que les USA sont clairement la cible des équipementiers chinois et que le sponsoring sportif très clairement permet à la marque premièrement de "s'internationaliser" aux yeux de son public chinois et donc deuxièmement de pénétrer les USA à travers un territoire sportif extrêmement affinitaire, le basket-ball.

Ce type de partenariat entre un athlète et une marque chinoise n'est pas une première en NBA puisque Kevin Garnett, l'un des meilleurs joueurs des Boston Celtics, a signé avec Anta en août dernier; Baron Davis est lui avec Li Ning depuis novembre 2008 tandis que Ron Artest & Jason Kidd sont eux devenus ambassadeurs de la marque Peak, respectivement en mars 2009 et en août 2008.

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