{"id":3777,"date":"2017-11-14T15:21:22","date_gmt":"2017-11-14T14:21:22","guid":{"rendered":"https:\/\/blog.eoprod.com\/?p=3777"},"modified":"2023-04-14T15:22:52","modified_gmt":"2023-04-14T13:22:52","slug":"adidas-renforce-son-territoire-de-marque","status":"publish","type":"post","link":"https:\/\/www.eoprod.com\/blog\/adidas-renforce-son-territoire-de-marque\/","title":{"rendered":"Adidas Originals renforce son territoire de marque"},"content":{"rendered":"<p>On ne va pas se mentir, on est plut\u00f4t tr\u00e8s admiratif de la strat\u00e9gie digitale de la marque aux 3 bandes et plus encore pour sa ligne Originals qui joue \u00e0 fond la carte du territoire ici revendiqu\u00e9 : urbain, post-moderne et musical bien s\u00fbr.<\/p>\n<div class='avia-iframe-wrap'><div class=\"video-container\"><iframe width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/qCDtXnhfiNI?feature=oembed\" frameborder=\"0\" gesture=\"media\" allowfullscreen><\/iframe><\/div><\/div>\n<p>Du coup nous sommes particuli\u00e8rement attentifs \u00e0 chacune des op\u00e9rations r\u00e9alis\u00e9es, toujours riches d&rsquo;ailleurs de contenus vid\u00e9os originaux et visuellement un ton largement au dessus de la moyenne. Ces m\u00eames contenus qui ne cessent de renforcer cette territorialit\u00e9 de marque ainsi que le capital affectif de la communaut\u00e9 clients que la marque envisage telle une v\u00e9ritable \u00ab\u00a0tribu\u00a0\u00bb vouant un culte \u00e0 ses produits et \u00e0 son univers.<\/p>\n<h2>LA FORMULE GAGNANTE DU \u00ab\u00a0X\u00a0\u00bb POUR COLLABORATION<\/h2>\n<p>Tout part ici d&rsquo;une nouvelle collaboration de la marque, \u00e0 savoir avec le rappeur Pusha-T, \u00e9galement co-fondateur du label Re-Up Records, pour le lancement d&rsquo;une nouvelle paire de sneakers, la EQT Support Ultra \u00ab\u00a0King Push\u00a0\u00bb, commercialis\u00e9e en s\u00e9rie limit\u00e9e depuis le 3 novembre et homonyme du prochain album de l&rsquo;artiste, pr\u00e9vu lui pour 2018. Une chaussure avec un nom qui colle jusqu&rsquo;\u00e0 sa technicit\u00e9 puisqu&rsquo;elle est \u00e9quip\u00e9e de la technologie \u00e0 retour d\u2019\u00e9nergie inifni boost\u2122.<\/p>\n<p>Pour parfaire cette collaboration et pousser jusqu&rsquo;au bout les logiques tant marketing que artistique qui la sous-tendent, Adidas Originals a produit le film court \u00ab\u00a0Bodega Babies\u00a0\u00bb. Dans le jargon am\u00e9ricain, et plus particuli\u00e8rement new-yorkais le terme \u00ab\u00a0bodega\u00a0\u00bb d\u00e9signe les \u00ab\u00a0grocery stores\u00a0\u00bb, soit ces \u00e9piceries de quartier avec licence pour vendre de l&rsquo;alcool, habituellement sous g\u00e9rance hispanique.<\/p>\n<h2>S&rsquo;APPROPRIER ET L\u00c9GITIMER LA CULTURE STREET DE LA MARQUE<\/h2>\n<p>C&rsquo;est donc un pan de la culture de rue new-yorkaise que la marque s&rsquo;approprie pour faire de sa chaussure une v\u00e9ritable ic\u00f4ne \u00ab\u00a0street\u00a0\u00bb.<\/p>\n<p>\u00c0 mi chemin entre branding et brand content, le film mixe format mini documentaire et clip avec de nombreuses plages musicales, bien s\u00fbr assur\u00e9es par Pusha T.<\/p>\n<p>C&rsquo;est r\u00e9alis\u00e9 avec brio, patin\u00e9 d&rsquo;un rendu couleur proche de celui de l&rsquo;argentique et rappelant certaines \u0153uvres de Spike Lee, ce qui renforce encore la l\u00e9gitimit\u00e9 de la d\u00e9marche.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On ne va pas se mentir, on est plut\u00f4t tr\u00e8s admiratif de la strat\u00e9gie digitale de la marque aux 3 bandes et plus encore pour sa ligne Originals qui joue \u00e0 fond la carte du territoire ici revendiqu\u00e9 : urbain, post-moderne et musical bien s\u00fbr. Du coup nous sommes particuli\u00e8rement attentifs \u00e0 chacune des op\u00e9rations [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3780,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3777","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-veille-media-et-digitale","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adidas Originals renforce son territoire de marque avec le rappeur Pusha T<\/title>\n<meta name=\"description\" content=\"Toujours en pointe question originalit\u00e9 et cr\u00e9dibilit\u00e9, Adidas Originals collabore avec le rappeur P\u00fcsha T pour la sortie de la EQT King Push.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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