Sport and Co: Ideal icons

Nowadays the most part of the brands has an icon to represent the brand image. This choice is complex and need to be strategic. Indeed, the aim of the muse is to represent the atmosphere, values and the personality of the brand. The company has to follow several criteria in order to do the right choice: coherence, notoriety, influence, talent, creativity and media plan. Sport equipment companies don’t escape this trend.

Nike had Christiano Ronaldo, but he has been replaced in June 2016 by the Brazilian Neymar, Barça soccer player. This decision can be explained by the popularity, the age and the 2016 Olympic Games in Rio (native country of the player). This choice is a good one, because the player well represents the value of the brand: modernity, dynamism and performance.

Adidas chose a sportive model to represent its collection: Karlie Kloss. Indeed, to combine the young woman combine both style and performance. She told that "It is a real honor for me to work with Adidas by Stella McCartney. I strive to make the most of every opportunity and I am uncompromising when it comes to things I love - especially fashion and sport. I am completely in step with the brand philosophy."

Under Armor has the famous model Gisele Bündchen as icon. This ensures Under Armor a high visibility and allows it to highlight its products intended for women who are a growing market for the brand. The brand is based on the performance et quality, in order to follow the brand image, the choice of a real athlete could be maybe more opportune. Tina Maze, a Slovenian ski racer could be a smart choice for the group. Indeed, she represents the excellence as she culminates two gold medals at the 2014 Winter Olympics

Sources:

Team 4: Florine Bonduelle, Shensheng Dai, Arthur Jourdan, Erin Palmeter, Joséphine Peyre

Sport and Co

samedi 3 décembre 2016

Ideal icons

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