Uniqlo monte au filet avec Novak Djokovic

Grosse annonce dans le monde du marketing sportif et du tennis avec la signature de Novak Djokovic chez Uniqlo et donc par la même occasion, la fin de son partenariat avec Sergio Tacchini, partenariat initié en 2009.

En effet, ce changement est la résultante de la notoriété grimpante du joueur de tennis serbe, actuellement numéro 1 mondial, qui demande donc plus de primes et la situation financière fébrile de la marque italienne, rachetée depuis par un investisseur japonais, et incapable par la même occasion de répondre aux demandes d’approvisionnement de tenues dans ces points de ventes.

Avec ce partenariat, Novak Djokovic, devient l’ambassadeur de la marque pour cinq ans, sauf pour ses pieds, qui resteront chez adidas. Mais le Japonais lancera, à une date encore inconnue, une ligne de sportswear concoctée en collaboration avec le joueur. Celle-ci mêlera vêtements utilisables pour le sport et tenues casual, fonctionnelles, «élégantes et confortables», a insisté Tadashi Yanai, président de Fast Retailing, venu à Paris présenter en personne cette collaboration.

Kei Nishikori

Pour Djokovic, ce partenariat lui permet de « rester unique » parmi ses concurrents directs, Nadal & Federer sont chez Nike, Andy Murray chez adidas,  et d’être « chouchouté » par son nouvel équipementier. Du côté d’Uniqlo, ce partenariat fait passer la marque au niveau supérieur d’un point de vue sponsoring et notoriété puisqu’à date, Uniqlo sponsorisait le jeune joueur de tennis japonais Kei Nishikori et commercialisait une mini-collection en série limitée au Japon.

En espérant que le blanc de la nouvelle tenue de Novak Djokovic lui portera chance sur la terre battue de Roland-Garros…

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