Underground Football Club : le bilan

Depuis 3 ans, adidas organise le tournoi Underground Football Club qui réunit 20 équipes qui s’affrontent tout au long de l’année.

Pour cette édition 2016, c’est l’Inter des Médias qui a été sacrée et devinez quoi… c’est l’équipe dont fait partie sportsmarketing.fr ! Cette team de champions menée par son coach Hubert, le fondateur de sportsmarketing.fr, se compose de personnes qui évoluent dans l’univers des médias et du digital.


C’est dans une ambiance underground que s’est déroulée la phase finale du tournoi, une usine désaffectée était le lieu de rendez-vous des équipes et leurs supporters. Au total, c’est un public de 800 personnes qui s’est déplacé pour assister au spectacle. Au terme d’un tournoi de plusieurs mois, chacune des équipes qualifiées par la phase finale représente une communauté du secteur de la mode, de la culture, du cinéma, du design, des médias : MK2, Records Collection, Kitsune, CHMPGN, Partizan, Soccer Bible, Agora et Inter des Médias.

La typologie des équipes permet à adidas de toucher un public lifestyle tout en restant dans l’univers du football. Toutes les teams engagées dans la compétition ont partagé du contenu sur les réseaux sociaux, un moyen d’avoir une visibilité accrue grâce aux communautés de chacun qui sont très différentes. Lors du lancement de la saison 3 de l’Underground Football Club, Nicolas Favre, Directeur de la Communication adidas France, déclarait « cela nous permet de rester connecté avec des ambassadeurs qui se retrouvent naturellement autour de nos valeurs et de nos produits. Avec le lancement de cette 3ème saison de l’Underground Football Club, adidas continue à démontrer son écoute des pratiques sportives urbaines et sa capacité à les accompagner avec innovation. adidas a voulu proposer un football différent, résolument moderne, qui mélange à la fois la performance, le lifestyle et l’artistique. La pratique du football en est donc magnifiée. »

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