C’est un nouveau coup fort que frappe Décathlon en ce début d’année. Adepte d’innovation à petit prix, c’est aujourd’hui une brassière spécialement adaptée aux femmes ayant eu recours à une mastectomie que s’apprête à lancer Décathlon. Petit tour d’horizon sur cette future sortie dans nos rayons.
Comme l’indique leur communiqué de presse récemment publié, le cancer du sein est le plus fréquent des cancers chez les femmes puisqu’il touche près d’1 femme sur 8.
Décathlon met un point d’honneur à pouvoir aider ces femmes puisque le sport réduit de 24% les risques de récidives et parfois jusqu’à 50% les risques de mortalité. Autrement dit, le sport est un levier primordial dans la guérison du cancer du sein et Décathlon se veut être un acteur phare dans celle-ci autant que possible.
Judith, cheffe produit textile femme chez Kalenji, raconte:
“Il y a 3 ans, après avoir commencé mes échanges avec certaines femmes luttant contre le cancer du sein, je me suis rendue compte qu’elles avaient besoin d’une brassière technique et plus douce que les autres, à un prix aussi attractif qu’une brassière classique. C’est à ce moment qu’ a commencé le développement d’une gamme spéciale en association avec le Centre Oscar Lambret (médecins, soignants, patientes et équipe conception Decathlon).”
Il aura fallu 4 ans de recherche et développement pour concevoir ces 2 brassières Jogkokoon à la marque qui a travaillé durant tout ce temps en collaboration avec le centre Oscar Lambret, le Centre régional de Lutte Contre le Cancer (CLCC) des Hauts de France. Ce partenariat a amené 6 Décathloniens, 15 collaborateurs ressources, 6 professionnels de santé du centre et aussi, mais surtout, 35 patientes suivies pour cancer du sein à co-créer ensemble depuis 2017. 4 années de recherches, de recueils d’insights, de long workshops pour identifier les besoins. 4 années à imaginer des concepts et créer des prototypes. C’est aujourd’hui une grande fierté pour cette équipe que de pouvoir proposer un équipement permettant à toutes les femmes de faire ou pouvoir refaire du sport.
C’est au travers de sa marque de jogging Kalenji que sera vendue cette brassière sous 2 formats et sa sortie est prévue pour Mars 2021. Approuvée “dispositif médical” grâce à une nouvelle technologie proposant une poche pour les prothèses externes et un décolleté qui sécurise le maintien de celle-ci, la brassière JOG KOKOON+ sera vendue en exclusivité sur le site internet de Décathlon au petit prix de 40€. La version plus simplifiée et pouvant convenir à tout type de femme JOG KOKOON pourra, elle, être achetée en magasin pour la somme de 35€ et disponible en 2 coloris (noir et rose).
L’existence de 2 brassières prouve bien l’envie de Décathlon de convenir à toutes les femmes, du mieux possible, et respecter leurs corps souvent fragilisés par la maladie.
Les besoins de ces femmes touchées par le cancer du sein ont été entendus et étudiés. Dans le but de développer une technicité qui fait de cette brassière un indispensable tant par le maintien qu’elle apporte durant la pratique que par sa validité en test d’usage, que les femmes portent une prothèse ou non.
Le tissu enveloppant la structure de la brassière a été spécifiquement conçu pour limiter les irritations et apporter autant de douceur que la poitrine le mérite.
Garantie sans armature pour préserver le sillon sous-mammaire, la structure de la brassière peut alors paraître légèrement complexe mais vous promet un maintien optimal.
Enfin, afin de faciliter l’utilisation de la brassière Jogkokoon, celle-ci se régle par un système de fermeture facile et de bretelles ajustables à l’avant. Système qui sera finalement pratique à toutes les femmes, ayant subi une opération ou non.
Mais Décathlon ne s’arrête pas là et cherche à aller plus loin. Les équipes Decathlon Coach et Oscar Lambret ont mis en place un programme sportif, accessible aux femmes 6 mois post-mastectomie pour les aider à pratiquer à nouveau librement, et limiter les risques de récidive.
Vous pouvez retrouver ici l’interview de Laurence Vanlemmens, oncologue et Hervé Mocaer, éducateur médico-sportif au centre Oscar Lambret de Lille expliquant les bénéfices du sport pendant et après un cancer du sein.
Quel est votre avis sur cette innovation ? Décathlon poursuit-il son envie d’être précurseur et de s’adapter à toute sa clientèle?
Pour moi, c’est un grand oui !
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