{"id":51822,"date":"2016-09-28T21:23:10","date_gmt":"2016-09-28T20:23:10","guid":{"rendered":"http:\/\/www.wanarun.net\/blog\/?p=51822"},"modified":"2016-09-28T21:23:10","modified_gmt":"2016-09-28T20:23:10","slug":"adidas-futurecraft-futur-dadidas-running","status":"publish","type":"post","link":"https:\/\/www.wanarun.net\/blog\/adidas-futurecraft-futur-dadidas-running-51822.html","title":{"rendered":"adidas Futurecraft : le futur d&rsquo;adidas running"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"alignleft size-thumbnail wp-image-51846\" src=\"https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/adidas-futurecraft-running-150x150.png\" alt=\"adidas-futurecraft-running\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/adidas-futurecraft-running-150x150.png 150w, https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/adidas-futurecraft-running-100x100.png 100w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/> adidas a pris l&rsquo;habitude de mettre en avant des produits technologiques. Depuis la campagne de lancement de Boost, la marque allemande a relanc\u00e9 une fa\u00e7on de communiquer aupr\u00e8s des coureurs. Le coureur cherche un produit technologique pour l&rsquo;aider \u00e0 courir. Alors message marketing ou v\u00e9ritable avanc\u00e9e technologique. C&rsquo;est sans aucun doute un savant m\u00e9lange des deux&#8230;<\/p>\n<p>Il faut \u00eatre r\u00e9aliste la vid\u00e9o de pr\u00e9sentation du prototype de la marque allemande devrait sans doute vous rappeler une autre marque tout autant technologique&#8230;<\/p>\n<p>Mais avant d&rsquo;aller plus loin, je vous invite \u00e0 voir la pr\u00e9sentation vid\u00e9o de la Futurecraft MFG :<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/FVpfVdXxcCA\" width=\"615\" height=\"346\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Maintenant que vous avez visualis\u00e9 cette vid\u00e9o,si vous n&rsquo;avez toujours pas fait le parall\u00e8le avec cette autre marque, je vous invite \u00e0 regarder<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/sbios0u2Px8?list=PLHFlHpPjgk71-8cHGcN7GpjIimFcVIC4X\" width=\"615\" height=\"346\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Maintenant que vous avez regard\u00e9 les deux vid\u00e9os, vous pouvez sans doute voir les similitudes dans la construction de la mise en avant d&rsquo;un produit.<\/p>\n<p>Bien s\u00fbr, les m\u00e9thodes de communication sont similaires. c&rsquo;est un axe marketing assez habituel depuis quelques ann\u00e9es : mettre en avant la conception d&rsquo;un produit hautement technologique, les processus de fabrication complexe et d&rsquo;une grande pr\u00e9cision.<\/p>\n<p>A cela s&rsquo;ajoute une certaine transparence (polic\u00e9) pour marquer le futur acheteur et lui montrer l&rsquo;incroyable complexit\u00e9 du produit qu&rsquo;il va acheter.<\/p>\n<p>adidas a donc choisi de faire une vid\u00e9o \u00e0 la \u00ab\u00a0Apple\u00a0\u00bb pour mettre en avant son nouveau produit, il est vrai qu&rsquo;il faut se poser les bonnes questions : comment mettre en avant un produit de running dans une vid\u00e9o ?<\/p>\n<p>Plusieurs possibilit\u00e9s :<\/p>\n<ul>\n<li>Mettre en avant une coureur qui passe la ligne d&rsquo;arriv\u00e9e sans fatigue et avec un grand sourire<\/li>\n<li>Montrer des milliers de coureurs tous utilisant cette formidable chaussure<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Personnellement je pense que la voie choisie est\u00a0la bonne&#8230;<\/p>\n<p>Maintenant au del\u00e0 de la forme, il faut analyser le contenu.<\/p>\n<p>On parle ici d&rsquo;un v\u00e9ritable prototype de s\u00e9rie enti\u00e8rement fabriqu\u00e9 en Allemagne pour l&rsquo;Allemagne (c&rsquo;\u00e9crit dessus), une s\u00e9rie limit\u00e9 \u00e0 500 exemplaires.<\/p>\n<p>On retrouve l&rsquo;ensemble des nouvelles technologiques mise en avant par la marque aux trois bandes, qui permettent principalement de r\u00e9duire l&rsquo;intervention humaine et de transf\u00e9rer une grosse partie du travail sur des robots (la marque n&rsquo;a pas h\u00e9sit\u00e9 \u00e0 laisser sur les vid\u00e9os les marques de ses robots comme Kuka qui est un sp\u00e9cialiste allemand de la robotique). Les consommateurs n&rsquo;\u00e9tant pas vraiment enclin \u00e0 continuellement accepter la fabrication dans les pays \u00e0 bas co\u00fbt&#8230;<\/p>\n<p>L&rsquo;avenir de la chaussure de running est sans doute dans une fabrication en Europe, une fabrication industrialis\u00e9e et robotis\u00e9e au plus pr\u00e8s du march\u00e9 des consommateurs.<\/p>\n<p>L&rsquo;impression 3D, le tricotage des meshs, les d\u00e9coupes au laser sont en grande partie automatisable et permettent de limiter ainsi le cout de la main d&rsquo;oeuvre dans la fabrication de nos ch\u00e8res baskets.<\/p>\n<p>La grande question est sans doute : quand ? Dans 5 ans ? Dans 20 ans ?Difficile de le dire m\u00eame si le mouvement semble s&rsquo;acc\u00e9l\u00e9rer.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<a href=\"https:\/\/www.wanarun.net\/blog\/adidas-futurecraft-futur-dadidas-running-51822.html\"><img width=\"150\" height=\"150\" src=\"https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/futurecraft-adidas-150x150.png\" class=\"alignleft tfe wp-post-image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/futurecraft-adidas-150x150.png 150w, https:\/\/www.wanarun.net\/blog\/wp-content\/uploads\/2016\/09\/futurecraft-adidas-100x100.png 100w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/a><p>adidas a pris l&rsquo;habitude de mettre en avant des produits technologiques. Depuis la campagne de lancement de Boost, la marque allemande a relanc\u00e9 une fa\u00e7on de communiquer aupr\u00e8s des coureurs. Le coureur cherche un produit technologique pour l&rsquo;aider \u00e0 courir. Alors message marketing ou v\u00e9ritable avanc\u00e9e technologique. C&rsquo;est sans aucun doute un savant m\u00e9lange des [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[24],"tags":[26],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>adidas Futurecraft : le futur d&#039;adidas running<\/title>\n<meta name=\"description\" content=\"adidas a pris l&#039;habitude de mettre en avant des produits technologiques. Depuis la campagne de lancement de Boost, la marque allemande a relanc\u00e9 une fa\u00e7on\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wanarun.net\/blog\/adidas-futurecraft-futur-dadidas-running-51822.html\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"adidas Futurecraft : le futur d&#039;adidas running\" \/>\n<meta property=\"og:description\" content=\"adidas a pris l&#039;habitude de mettre en avant des produits technologiques. 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