{"id":114388,"date":"2025-03-03T12:43:11","date_gmt":"2025-03-03T11:43:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114388"},"modified":"2025-03-03T12:43:12","modified_gmt":"2025-03-03T11:43:12","slug":"lidl-engage-steffi-graf-et-andre-agassi-pour-sa-marque-de-sport-crivit","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/lidl-engage-steffi-graf-et-andre-agassi-pour-sa-marque-de-sport-crivit\/","title":{"rendered":"\u00ab\u00a0Lidl engage Steffi Graf et Andre Agassi pour sa marque de sport Crivit\u00a0\u00bb"},"content":{"rendered":"\n<p>Les ic\u00f4nes du tennis Steffi Graf et Andre Agassi vont faire pour la marque de sport Crivit de <strong>Lidl <\/strong>ce qu&rsquo;Arnold Schwarzenegger fait d\u00e9j\u00e0 pour la marque de bricolage Parkside. Cela illustre les grandes ambitions du discounter dans le domaine du non-alimentaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ambassadeurs<\/h2>\n\n\n\n<p>Ce mois-ci, Lidl lance dans 30 pays europ\u00e9ens une grande campagne pour sa marque propre Crivit, qui commercialise une large gamme d&rsquo;articles de sport, allant des v\u00e9los aux v\u00eatements fonctionnels en passant par l&rsquo;\u00e9quipement de yoga et le mat\u00e9riel de fitness. Aujourd&rsquo;hui, Crivit repr\u00e9sente un chiffre d&rsquo;affaires annuel de 1,2 \u00e0 1,5 milliard d&rsquo;euros, selon le magazine allemand Lebensmittel Zeitung, mais le discounter aimerait bien s&rsquo;attaquer \u00e0 Decathlon, qui p\u00e8se plus de 15 milliards d&rsquo;euros.<\/p>\n\n\n\n<p>Pour r\u00e9aliser ces nobles ambitions, le d\u00e9taillant aurait recrut\u00e9 le couple de tennismen germano-am\u00e9ricain Steffi Graf et Andre Agassi <a href=\"https:\/\/www.lebensmittelzeitung.net\/handel\/nachrichten\/nonfood-sortiment-lidl-investiert-in-seine-sportmarke-182859\">en tant qu&rsquo;ambassadeurs<\/a>. Lidl lui-m\u00eame ne fait pas de commentaires, mais le magazine sp\u00e9cialis\u00e9, habituellement bien inform\u00e9, semble confiant. Toutefois, le choix des deux c\u00e9l\u00e9brit\u00e9s serait controvers\u00e9 en interne. Elles ne joueront pas encore de r\u00f4le au d\u00e9but de la campagne, qui sera lanc\u00e9e le 10 mars.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Magasins \u00e9ph\u00e9m\u00e8res<\/h2>\n\n\n\n<p>En tout cas, ce n&rsquo;est pas la premi\u00e8re fois que le discounter fait appel \u00e0 des c\u00e9l\u00e9brit\u00e9s pour des campagnes de marketing. Depuis deux ans, Arnold Schwarzenegger est la vitrine de l&rsquo;enseigne de bricolage Parkside. Rien qu&rsquo;en 2024, selon les chiffres de Nielsen, Lidl aurait investi un budget marketing de 20,9 millions d&rsquo;euros dans Parkside &#8211; sans compter le cachet de Schwarzenegger.<\/p>\n\n\n\n<p>L&rsquo;ann\u00e9e derni\u00e8re, Parkside a par exemple ouvert <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/lidl-ouvre-des-magasins-de-bricolage-parkside\/\">deux magasins de bricolage<\/a> en Hongrie et en Pologne pour mettre en valeur sa gamme. Le discounter a \u00e9galement d\u00e9j\u00e0 ouvert un pop-up pour la marque d&rsquo;articles pour enfants et b\u00e9b\u00e9s Lupilu, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-images-lupilu-le-pop-up-de-lidl-nachetez-pas-regardez-et-touchez\/\">\u00e0 Anvers<\/a>. Avec sa marque de d\u00e9coration d&rsquo;int\u00e9rieur Livarno, Lidl concurrence \u00e9galement <strong>IKEA<\/strong> : le distributeur a lanc\u00e9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/lidl-et-ikea-saffrontent-en-allemagne\/\">des comparaisons de prix agressives<\/a>. \u00c0 l&rsquo;avenir, le non-alimentaire devrait repr\u00e9senter une part du chiffre d&rsquo;affaires de (beaucoup) plus de 10 % chez le discounter &#8211; aujourd&rsquo;hui, elle est d&rsquo;environ 7 %.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les ic\u00f4nes du tennis Steffi Graf et Andre Agassi vont faire pour la marque de sport Crivit de Lidl ce qu&rsquo;Arnold Schwarzenegger fait d\u00e9j\u00e0 pour la marque de bricolage Parkside. Cela illustre les grandes ambitions du discounter dans le domaine du non-alimentaire. <\/p>\n","protected":false},"author":3,"featured_media":30854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"people":[],"extra":[43],"company":[204],"topic":[488,1303],"region":[],"class_list":["post-114388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","extra-plus","company-lidl","topic-marketing","topic-marques-de-distributeur"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab\u00a0Lidl engage Steffi Graf et Andre Agassi pour sa marque de sport Crivit\u00a0\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Steffi 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