{"id":125070,"date":"2025-08-12T12:08:27","date_gmt":"2025-08-12T10:08:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=125070"},"modified":"2025-08-12T12:08:29","modified_gmt":"2025-08-12T10:08:29","slug":"pourquoi-le-football-devient-un-fer-de-lance-pour-adidas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/pourquoi-le-football-devient-un-fer-de-lance-pour-adidas\/","title":{"rendered":"Pourquoi le football devient un fer de lance pour Adidas"},"content":{"rendered":"\n

Si les baskets \u00ab\u00a0lifestyle\u00a0\u00bb restent le principal moteur de revenus d’Adidas<\/strong>, le g\u00e9ant allemand du sport mise de plus en plus sur l’impact et la puissance commerciale de la culture footballistique mondiale, tant sur le terrain qu’en dehors.<\/p>\n\n\n\n

Le football, moteur de la croissance internationale<\/h2>\n\n\n\n

Les chaussures de sport restent le principal moteur du chiffre d’affaires d’Adidas : elles ont repr\u00e9sent\u00e9 58 % des ventes du groupe au deuxi\u00e8me trimestre. Les cat\u00e9gories \u00ab\u00a0lifestyle\u00a0\u00bb se sont particuli\u00e8rement bien vendues gr\u00e2ce \u00e0 des mises \u00e0 jour pertinentes et \u00e0 des activations locales. Un classique comme la Superstar a \u00e9t\u00e9 remis au go\u00fbt du jour, tandis que des mod\u00e8les novateurs comme la Goukana et l’Adistar Cushion ont apport\u00e9 de l’innovation. Adidas soutient ces produits \u00e0 la mode par des campagnes cibl\u00e9es adapt\u00e9es \u00e0 des groupes cibles et \u00e0 des march\u00e9s sp\u00e9cifiques.<\/p>\n\n\n\n

Cependant, le PDG Bj\u00f8rn Gulden met en avant un nouveau fer de lance : le football. Cette ann\u00e9e, Adidas a \u00e9t\u00e9 la seule marque \u00e0 avoir trois clubs en demi-finale du championnat d’Europe de football f\u00e9minin. \u00c0 partir de la saison 2025-2026, la marque fournira les v\u00eatements de sport au Liverpool FC, au d\u00e9triment de son rival Nike<\/strong>. En plus des parrainages traditionnels, Adidas cible fortement le paysage urbain, car les chaussures de football et les surv\u00eatements conqui\u00e8rent le monde de la mode dans le monde entier, observe le haut dirigeant. <\/p>\n\n\n\n

Un \u00e9norme potentiel de vente<\/h2>\n\n\n\n

Selon M. Gulden, l’apparition du football dans la mode de la rue n’est pas un ph\u00e9nom\u00e8ne \u00e9ph\u00e9m\u00e8re. \u00ab\u00a0Les chaussures de football sont de plus en plus port\u00e9es de mani\u00e8re d\u00e9contract\u00e9e. Nous y r\u00e9pondons pleinement\u00a0\u00bb, a-t-il d\u00e9clar\u00e9 aux analystes. Par exemple, des mod\u00e8les classiques comme la F50 et la Predator sont combin\u00e9s \u00e0 des semelles innovantes pour un usage quotidien. Les collaborations jouent \u00e9galement un r\u00f4le : fin juillet, Adidas a lanc\u00e9 une campagne avec Foot Locker<\/strong> autour de la M\u00e9garide, avec Lamine Yamal, la superstar du FC Barcelone, comme porte-parole.<\/p>\n\n\n\n

La r\u00e9surgence d’une tendance comme le \u00ab\u00a0blockcore\u00a0\u00bb sur TikTok, qui associe des maillots de football vintage \u00e0 la mode urbaine, t\u00e9moigne du r\u00f4le croissant de la culture footballistique. Les fortes ventes de surv\u00eatements Adidas sont \u00e9galement dues, entre autres, \u00e0 des c\u00e9l\u00e9brit\u00e9s telles que les fr\u00e8res Gallagher, qui font beaucoup parler d’eux \u00e0 la suite de la r\u00e9union d’Oasis.<\/p>\n\n\n\n

Les attentes du g\u00e9ant allemand des articles de sport sont \u00e9lev\u00e9es, rapporte Fashion Network. \u00ab\u00a0Je pense que l’impact global de la culture footballistique sera pour la premi\u00e8re fois plus important que celui de l’engagement des supporters de la Coupe du monde. Le potentiel de ventes suppl\u00e9mentaires est probablement d’un milliard ou plus<\/a>, ce qui est sans pr\u00e9c\u00e9dent dans le football jusqu’\u00e0 pr\u00e9sent\u00a0\u00bb, a d\u00e9clar\u00e9 M. Gulden. Il estime que cette tendance se poursuivra jusqu’\u00e0 la Coupe du monde 2026 et peut-\u00eatre bien au-del\u00e0.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si les baskets \u00ab\u00a0lifestyle\u00a0\u00bb restent la principale source de revenus d’Adidas, le g\u00e9ant allemand du sport mise de plus en plus sur l’impact et la puissance commerciale de la culture footballistique mondiale, tant sur le terrain qu’en dehors.<\/p>\n","protected":false},"author":10,"featured_media":125071,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[351],"topic":[488],"region":[],"class_list":{"0":"post-125070","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-adidas","11":"topic-marketing"},"acf":[],"yoast_head":"\nPourquoi le football devient un fer de lance pour Adidas - RetailDetail BE<\/title>\n<meta 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