#UndergroundFC : Saison 3, Episode 1

Le tournoi #UndergroundFC, ça redémarre ! Après le succès des deux premières éditions, l’UndergroundFC revient en 2016 pour un tournoi plus débridé que jamais. En se réappropriant les codes du football et en y associant les aspects sociaux et créatifs, l’événement co-organisé par l’agence Dcontract et adidas est vite devenu incontournable.

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Cette année, ce ne sont pas moins de 20 équipes mixtes qui vont s’affronter, entre usines désaffectées et terrains synthétiques, avec pour objectif unique de repartir avec le trophée. Avant cela, le grand vainqueur aura dû traverser sa League (« Ace » ou « X »), s’extraire d’une série de playoffs (le 9 juillet) avant d’affronter les six meilleures équipes françaises et quatre équipes étrangères, comme cela avait été le cas lors de l’édition 2015.

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Si ce programme vous a mis en appétit, le tournoi n’est malheureusement accessible qu’à 200 chanceux triés sur le volet par les organisateurs. Se retrouvent ainsi sur les terrains des influenceurs issus de médias, de labels musicaux, de marques lifestyle, de boîtes de production, etc.
Rod Reynolds, fondateur de Dcontract, explique ce positionnement : « Chez Dcontract, nous aimons le sport et sommes tous exposés à des univers créatifs variés. C’est donc logiquement qu’est née l’idée d’associer ces deux milieux. Notre objectif : faire évoluer l’image parfois « populaire » du football et de sa pratique et démontrer son universalité, en mettant en avant des populations « créatives » qui apprécient ce sport. Nous souhaitions également ajouter une composante plus brute, d’où la notion « underground », pour sortir le football des terrains et des codes traditionnels. »

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Le message est également relayé par Nicolas Favre, directeur de la communication d’adidas France, qui souligne que« cela nous permet de rester connecter 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. »

#UndergroundFC, saison 3, épisode 1 : ce soir dès 19h, dans un studio de cinéma abandonné à Ivry !

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