earned his fourth world championship title, the France team handball allowed to Adidas, his supplier, to bounce back after the fiasco of the French soccer players in South Africa and lost their shirts in favor of the historic Nike competitor. The national handball team is the only survivor of the collective national teams under contract with Adidas, so it is understandable that the brand with three stripes have wanted to put the package around this team.
Indeed, to communicate around the opening of these world championships, Adidas created a channel dedicated to handball on Dailymotion and had posted a video of 2 minutes 40 featuring 4 of the main players in superhero version with a graphic manga, a bit like what the brand was able to do with the Japanese team football. The video expert was quite noticeable on the net with over 100,000 views, which must be added those players also video testimonials posted on the chain.
Following the victory of the experts in the final last Sunday, Adidas wasted no time in the evening by posting a video celebrating the coronation of experts with the slogan " partner wins French sport "to remind us though that Adidas was the supplier of the France team football during his titles in 84, 98 and 2000 in addition to numerous victories in individual sports (athletics, fencing, judo , Cycling, ...). The realization of this video and the purchase of advertising space on the home page of the website team illustrate the overwhelming confidence of Adidas in the coronation of experts, as well as the expected production of 4-star jerseys.
Even if the experts were again the favorites for the competition, the final was very indecisive, can compromise the entire operation of communication Adidas and I wonder how they could connect after a possible defeat in the final. But fortunately for everyone, experts have prevailed and they have been received with great pomp the next day in the Adidas store on the Champs-Elysees. Despite the cold, many fans were there to cheer them, get autographs and eventually buy the team jerseys everywhere in the store. Yes but now, the promotional side Event has largely prevailed. The players spent more time with media than to fans arriving for a signing session too short that I could enjoy. I am comforted by having managed to get one of Claude Onesta, the coach, a little lost on the Champs among many fans. The objective of this course was for Adidas to join the success experts, but the result was frustration for many fans who made the trip.
Nevertheless, regarding the image of the brand, it is perhaps more interesting for Adidas to outfit the team from France's handball than football. Certainly, sales of jerseys and other accessories are lower but the benefits in terms of image should largely offset the more so as our national team handball offers more results and guarantee that international competitions are more frequent (championships world in odd years in Europe in even years and OJ every 4 years). Similarly, the image associated with this sport and these athletes is more rewarding for the brand, with a beautiful state of mind from these experts, high availability to fans in a sport less interested in money than others. Handball is also more socially unifying as football or rugby for example, more women with a competitive national team and quite understandable because we all or most practiced during our PE lessons.
Hearings before the final (7.3 million viewers) confirm the French interest in handball who could see a match with high quality entertainment, intensity, suspense. The French felt probably also need to be enthusiastic behind another national team football after the disaster in South Africa and performances winded XV de France. This new victory of French handball associated with significant investments from Adidas to promote this team will certainly help to handball to grow in popularity and visibility.
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