Nike revient sur le devant de la scène avec une annonce intrigante : elle se lance dans la mode virtuelle ! Entre toutes ses innovations, la marque a décidé de continuer sur sa lancée et de conquérir le marché de l’art connecté en alliant sportswear et virtuel.
Une réussite depuis ses débuts
Entreprise puissante du monde du sportswear, elle a été créée au milieu du siècle dernier suite à l’association de Bill Bowerman et Phil Knight. Son nom fait référence à la déesse grecque Athéna Niké notamment connue pour sa capacité à se déplacer rapidement. Le logo, quant à lui, a été créé en 1971 par Carolyn Davidson, une étudiante en art graphique, et ce, pour la modique somme de 35$. Cette « virgule à l’envers », plus communément appelée swoosh fait référence aux ailes de la déesse Athéna et arbore l’ensemble des produits de la marque.
Dès ses début, l’entreprise américaine a frappé fort en sortant son modèle mythique : la Air Force One basketball. En 1984, soit deux ans après le lancement de cette dernière, Mickael Jordan, basketteur professionnel, signe avec Nike. La Nike Air Jordan est alors lancée et ancre le nom de la marque dans l’univers du basket.
Malgré des scandales relatifs aux conditions de fabrication de ses produits, la multinationale américaine ne baisse pas les bras et continue de conquérir le monde du sport en développant de nouvelles gammes. Football, handball, rugby, athlétisme, criquet… Nike ne s’arrête plus. Elle va même aller jusqu’à prendre position en réalisant des campagnes pour personnes « rondes ».
Sa mission ?
« Apporter inspiration et innovation à chaque athlète dans le monde »
Une marque innovante et futuriste
Dans un monde en constante évolution, la marque a su s’adapter et garder le rythme. Elle ne cesse de développer des produits toujours plus futuristes et design à destination des sportifs. Entre les baskets qui s’enfilent sans les mains ou les crampons sans lacets, la marque ne s’arrête plus et vise toujours plus loin dans l’innovation.
Son nouveau projet ? Des sneakers virtuelles !
Ayant la volonté de conquérir de nouveaux marchés, Nike ne se met aucune barrière et continue son expansion dans le virtuel. Après ses premiers pas dans le métavers (monde virtuel fictif) avec son jeu Nikeland, l’entreprise opte pour le rachat de la start-up RTFKT spécialisée dans les baskets virtuelles et les NFT. Cela marque le début d’une nouvelle étape dans l’ascension fulgurante de la société américaine. L’objectif de ce rachat est donc d’accroître sa notoriété dans le monde du numérique et, par la même occasion, de potentiels clients.
Afin d’annoncer cet événement, un communiqué officiel a été diffusé sur le blog « News Nike » où RTFKT est citée comme étant « une marque leader qui tire parti de l’innovation de pointe pour proposer des objets de collection de nouvelle génération qui fusionnent culture et jeu ». Des tweets ont également été postés et ont permis à de nombreux internautes d’exprimer leur avis sur le sujet.
Comme le souligne John Donahoe, PDG de Nike, dans le communiqué NIKE, Inc. Acquires RTFKT « Cette acquisition est une autre étape qui accélère la transformation numérique de Nike et nous permet de servir les athlètes et les créateurs à l’intersection du sport, de la créativité, des jeux et de la culture. Nous recrutons une équipe de créateurs très talentueuse avec une marque authentique et connectée. Notre plan est d’investir dans la marque RTFKT, de servir et de développer leur communauté innovante et créative et d’étendre l’empreinte et les capacités numériques de Nike ».
2021 s’est terminée par l’annonce de cette révolution dans le monde du sportswear. Mais que nous réserve la marque à la mythique virgule renversée pour 2022 ? Pour le savoir restez connectés et rendez-vous sur son blog officiel News Nike.
J’espère que cet article vous a plu et qu’il vous aura permis d’en savoir davantage sur la conquête virtuelle de Nike. N’hésitez pas à me laisser un petit commentaire et à consulter les autres articles des rubriques Art & Culture et Actualités.
Ariane Moulene
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