Dans ce live Instagram en anglais, nous avons reçu Thibault Durand, quand il était Vice President de Reebok Europe. On a parlé santé mentale à travers le prisme du sport.
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ÉducationTranscription
00:00 Bonjour, bonjour à tous.
00:04 Bienvenue sur le prochain live de Musae autour de la santé mentale et de la culture du sport
00:14 avec un invité aujourd'hui qui est un client à Musae Lab, donc Riboc.
00:24 Salut Sophie, salut Mathilde.
00:27 Ce live pour info va être en anglais aujourd'hui, non pas parce qu'on a envie de se le raconter,
00:35 salut Jennifer, mais parce qu'en fait j'invite du coup Riboc Europe à échanger avec moi
00:44 sur ce sujet-là et donc du coup l'audience est en majeure partie anglaise donc on va
00:49 switcher en anglais d'ici peu.
00:51 Alors laissez-moi juste inviter du coup notre invité.
00:57 Salut Milly, salut, bienvenue à tous, bienvenue à toutes.
01:06 Salut Hélène.
01:08 C'est cool, je commence à avoir des gens que je retrouve au fur et à mesure des lives.
01:14 Hop, d'accord, salut, hop, salut.
01:35 Hello, I am trying to accept the invitation of Riboc.
01:53 Bonjour, bonjour à tous.
01:58 Seems like we have issues, on a toujours des petits soucis de connexion au début,
02:11 mais ça ne saurait tarder.
02:12 Hello, salut Thibault.
02:13 Bonjour Christelle.
02:14 Bonjour, bonjour à tous.
02:15 Donc comme je le disais en intro avant que tu nous rejoignes Thibault, ce live aujourd'hui
02:23 va être en anglais, exceptionnellement, parce que nous avons un invité de marque, donc
02:31 Thibault Durand, VP Riboc Europe avec qui j'ai travaillé.
02:37 So now I'm going to switch in English.
02:39 Hello, hello everyone.
02:41 Hello Thibault.
02:42 Good afternoon, hi Christelle, hi everyone.
02:45 Hi, hi everyone.
02:47 Thanks a lot for giving me the opportunity to organize this call.
02:52 I'm very happy to talk about this topic with you Thibault as a brand.
03:00 So just to explain to your community, I'm Christelle and I've created Musae.
03:08 It's a French media and a French educational platform.
03:13 So sorry for my English with a French accent for sure.
03:18 And the goal of this media is to create a positive and engaging storytelling regarding
03:25 sustainability.
03:26 And I have three topics, environmental issues of course, but also social inclusion and mental
03:35 wellness.
03:36 And today we're going to talk about mental wellness because last year and the beginning
03:43 of this year, I had the opportunity to work with Thibault and with Riboc to launch the
03:50 Nano X1 campaign.
03:53 And we're going to talk about it today and we are going to talk about how brands can
03:59 bring positive action to make sustainability more accessible and more concrete.
04:09 And we're going to talk about mental wellness and fitness culture and sport and how sports
04:16 can help people to feel themselves better, which is a huge goal, especially during this
04:25 crazy last year or two years.
04:27 I don't remember now because of this lockdown around the world, we are more and more talking
04:33 about mental health and mental wellness.
04:37 And that's why we did this project together with Riboc and with Thibault.
04:46 So just my first question for you Thibault will be why an iconic brand as Riboc wanted
04:57 to position and to help the next gen to talk about mental wellness?
05:03 Why did you decide to go on this topic?
05:07 I think it's not something we have decided.
05:09 I think it's something part of the DNA of the brand since the very beginning to push
05:12 things forward and not just to sell products.
05:16 I think the transactional side of everything and just selling products, I think that time
05:20 is gone and the consumer is looking for way more than that.
05:23 If we want to be a real true sports brand, I think we have to connect more with the
05:28 consumer and I think that we need to have a larger approach of just selling products.
05:32 The idea is not to sell shoes just to run or to do fitness, it's to go one step further.
05:37 And engaging with the community and having a constant discussion with them is definitely
05:41 part of who we are.
05:42 Riboc was, just as an anecdote, the very first brand in the world that created a fitness
05:46 shoe for women, dedicated for women.
05:48 So when I say it's part of the DNA, that's clearly who we are to really try to push the
05:52 boundaries and to do more than just selling products.
05:56 Yeah, yeah.
05:57 So what you said is basically, so you act before communicate because you are engaged
06:04 and committed for sustainability and social inclusion because mental wellness and social
06:10 inclusion are very linked.
06:13 I do remember at the very beginning when we had our first discussion, okay, you told me,
06:21 it's nice, it's very interesting, but how can we talk about mental wellness, how can
06:28 we be legitimate as a brand to talk about that?
06:32 And also it's not so easy because when we think about mental health before mental wellness,
06:38 a lot of people, especially in France, think about like mental illnesses, like disabilities,
06:47 like PTSD, like schizophrenia.
06:50 And so I do remember, okay, so we're going to talk about mental health, but it could
06:55 be like a stressful topic.
06:58 So I would like to know why you decided to go with Musae to talk about that.
07:06 What did you like in the proposal of Musae to talk about mental wellness and fitness?
07:11 I think it's the holistic approach I just mentioned and the capability that you have
07:16 to connect deeper with the consumer and to engage with them.
07:19 And I think that's the multi-angle facet that was very interesting into your approach.
07:25 That's what we found very interesting with Kerry, Kendall and the rest of the team and
07:29 say to work with you.
07:31 That's something very important for us that when we talk about mental wellness, mental
07:37 wellness, exactly what you said is a word that can scare a lot of people.
07:42 Because every time we talk about mental already, we think about disease and being ill.
07:46 It's not the case.
07:47 When you look into the definition, it said about psychological, but emotional state.
07:51 And as it's everyone in the world that feels stressed from time to time and feel a bit
07:55 tired or whatever.
07:56 And I think that's also falling into the mental wellness bucket.
08:00 So when we say that we want to help, we want to help, what a good word, sorry for that.
08:04 When we want to support our community and consumer into something larger than just a
08:09 product when we talk about mental wellbeing, we also talk about emotional state and how
08:13 to be less tired when you go into the session, how you can feel less stress by having the
08:18 right gear when you want to do some sports.
08:20 I think it's cool further than mental illness being seen as a disease.
08:26 Yeah, exactly.
08:29 And as I saw in the chat, someone is also saying that for like one year now, it's very
08:36 important to talk about that, especially regarding the lockdown and the social isolation, especially
08:44 for the students and for the next generation and all the people.
08:48 But we work together on getting the next gen.
08:52 And what is also important, I think, and what we did together, it's the opportunity also
09:00 to create safe space to talk.
09:03 And safe space is to empower people.
09:06 I was very impressed by the way you would like to push the boundaries and not just doing
09:16 communication or doing advertising for the sake of doing that.
09:19 But it was also, I do remember, to bring added value, to bring value into the culture.
09:28 Because especially in France, and maybe it's also the same in other countries, but Kibok
09:34 was always seen as a brand which empowers people, which empowers the outcasts.
09:44 The outcasts and also the creativity of athletes, the creativity of designers.
09:52 And that's why when we talked together about this holistic approach, it was very, very
09:59 insightful because you have also on your approach this holistic feeling.
10:04 Because you bring art, creativity in the middle of your mixed business.
10:10 And that's why I think we find together the right tone of voice.
10:15 And I do remember also that we had a long discussion with the team, so with Kendall
10:23 and with Verena and Kerry, and saying, "Okay, we can also switch, shift the perception of
10:32 the fitness culture."
10:34 Because for a long time it was very related to performance, to be the best.
10:43 No one wants to talk about failure, but failure is part of the path, it's part of the self-improvement,
10:49 and it's part of confidence.
10:51 And I do remember that what you would like to also infuse is this notion of empathy.
11:01 And can you tell us more about that, because about this way to shift from a very performance-oriented
11:09 fitness brand to a more inclusive and holistic brand?
11:16 I think it's the...
11:17 As a brand, we need to be inclusive.
11:20 That's no discussion on that.
11:21 I think what happened over the last few years has proven that we were right to try to be
11:26 more inclusive.
11:27 That's what we have to do.
11:28 That's our mission as a brand.
11:29 We want to inspire human movement.
11:31 That's who we are as a brand.
11:34 On the other hand, when we talk about fitness, fitness, I think whether you talk to an American
11:40 or to a European, it's not the same way of understanding that.
11:43 For us, fitness in the US is more linked to well-being, and that's more the way I would
11:48 like to use that.
11:49 When we talk about that, we want to...
11:52 Nano X1, the shoe that we've been working together, is the best fitness shoe in the
11:56 world.
11:57 That's been recognized.
11:58 It's the best in the sense that you can do pretty much everything you want.
12:00 You can run, you can train, you can do CrossFit.
12:02 You can feel good with that shoe.
12:04 That's why it's important for us to go, again, one step further, not only to give reason
12:10 to buy the product, but reason to believe in the brand.
12:13 We are a challenger brand.
12:14 We are not part of the two largest brands, one being the big sister brand that we have
12:18 in the same building here.
12:20 The thing is, we need to create our own community.
12:23 We don't want to fight against any other.
12:25 I think what we're discussing today is something which is larger than just talking about market
12:29 share and net sales.
12:31 We're a company that needs to sell products.
12:32 We all know that's a fact, but we also believe that the mission that we have goes definitely
12:36 further than that, and really moving all together, we're a safer space where we could empower
12:44 our communities, our consumer, to feel better and to be better.
12:48 I think that's something very important, whether we talk about social, whether we talk about
12:52 mental well-being, whether we talk about fitness and the way you are and the way you feel in
12:58 your body.
12:59 I think that's really the way we want to approach sports.
13:01 It's not just about to be the best.
13:04 It would be just about to be the best.
13:05 It would be about to be the best version of yourself and ourselves.
13:08 In that sense, we want to empower people to do so.
13:12 Yeah, yeah, yeah, exactly.
13:14 And regarding the NanoX One campaign, how will it be implemented in Europe?
13:21 There's quite a few things still under embargo as we speak, so I can't reveal everything.
13:29 But what I could share with you is definitely the fact that communicating about something,
13:34 just talking about the benefit of the product, is not enough.
13:38 It's again that idea of giving a reason to believe in something, giving someone the reason
13:44 to belong to a community, to a group of people, something that we want to go after.
13:48 One of the reasons that we've stopped also the CrossFit is to also be more democratised
13:53 and go to a larger and broader audience.
13:55 The CrossFit team is very important for us, definitely that community, but we can also
14:00 go one step further.
14:02 And that's in that sense of inclusivity and being open to more people, it's something
14:05 that's really important for us.
14:08 Yeah, yeah, because you have two targets, you have the CrossFit target and also the
14:14 next-gen target less related to CrossFit but more on fitness.
14:19 If you have one key message you would like to infuse with this campaign or with this
14:26 new shoe, what is the key message you would like to convey?
14:31 I think it's good we do it in English because in French that would not make sense because
14:35 we want to be inclusive for everybody and in the meantime for everybody in two words.
14:40 I think it's something very important.
14:42 It's really that we want to be inclusive in the sense that everyone belongs to the
14:45 same thing but regardless of your level of fitness, booty shape, whatever, it's not
14:50 something that we take into consideration.
14:53 It's never been something that we've been working on.
14:55 We've been one of the first brands to go with inclusive sizes and going to double,
14:59 triple, quadruple, XL since the very beginning.
15:02 That's something part of who we are.
15:04 We always have looked into sports as a way and a path to bring people together rather
15:10 than purely and simply being the best in whether you talk about the run or CrossFit or whatever.
15:15 It's important to have icons and people that can inspire but we also want to be sure that
15:21 people will aspire to be a better version of who they are.
15:28 I do remember we had a huge discussion about the responsibility of the fitness culture
15:37 to promote a specific imagery especially on Instagram.
15:41 We are on Instagram today.
15:44 What we would like to democratize with the Reebok team, it was to say that yes, it depends
15:55 on your body, everybody is accepted and you're right, it's better in English than in French.
16:02 And also to help people to have more self-confidence and use fitness more as a driver to be a
16:12 better version of ourselves rather than to be a goal.
16:19 And I do remember that we made a huge workshop and a huge work regarding what kind of image
16:27 we would like to convey and to promote with this campaign.
16:32 And yes, it was a very huge important work and also a very huge ask of the next gen.
16:39 And I think especially on the Gen Z, which is born with Instagram and with TikTok and
16:48 they are more self-isolated especially with the lockdown.
16:53 And the main social interaction they have, it's through the lens of a smartphone, of
17:00 a screen.
17:01 And it's very important to create that kind of safe space.
17:08 I do remember that it's funny because I did a live, it was two weeks ago, with a snowboard
17:17 champion freerider called Marion AFT.
17:22 And she was talking exactly the same as you are talking because I was talking with her
17:28 about her mental preparation.
17:31 And I was saying, I'm pretty sure that you prepare mentally to be very comfortable in
17:37 terms of performance.
17:39 And she said to me, no, no, no, no, it's not just about that.
17:43 It's more about to unleash my anxiety, to unleash my fears and to feel better with me
17:52 for sure, but also with the others.
17:56 What we try also to do together, it's not to have like a very egoistic or self-oriented
18:04 approach regarding mental wellness.
18:06 It was okay when you feel good with yourself, you are able to interact with the community.
18:14 And that's why mental health and mental wellness is a total part of sustainability.
18:22 And regarding that and regarding your experience with NextGen, what kind of insight can you
18:32 can share with us today?
18:35 What do they expect from a brand, from a lifestyle brand?
18:41 They want to be part of the change.
18:43 I think the time where the brand were telling them, I'm saying them because I'm slightly
18:48 older than the generation, the upcoming ones.
18:51 I think they are tired of being told what they should like, what they should like or
18:55 not.
18:56 And I think when you look into the new trends, when how people are wearing a certain kind
19:00 of shoe and how they are matching their wardrobe, I think it's completely different than five
19:04 years ago, which was already completely different than 10 years ago.
19:07 I think it's very important as a brand that we understand that the consumers want to tell
19:12 us what they want.
19:13 I think the time where you had people that telling them what they should do is gone.
19:17 Even Apple is listening to the consumer right now to design the new product.
19:20 So it says a lot about the brand.
19:22 The only brand in the world who can drive trends is also listening to the consumer.
19:26 The top-down approach is definitely gone.
19:28 I think now it's the bottom-up.
19:30 It doesn't mean that everyone should decide where the brand should go.
19:33 We have a clear mantra.
19:34 We know where we want to be.
19:38 We are clear on who we are as a brand.
19:40 And as long as we are clear on who we are and where we want to go, that's where we need
19:44 feedback from people.
19:45 I think we are on the starting point.
19:47 We know ideally where is the end point, the finish line.
19:51 I think what is important for us is to take on the feedback from the consumers on how
19:56 to go from A to B. And I think it's that sense where we need to include everyone and understand.
20:00 When you look into the history that we have, when we talk about basketball right now, basketball
20:04 is a big trend that's coming back in Europe, definitely more in the West, but there will
20:08 be more events.
20:09 This is definitely where we have a huge and big history, probably the largest in the world.
20:13 We are not the biggest brand in the world for basketball, but definitely one with the
20:16 most history and the largest asset you could ever get, a partner.
20:21 When we have Allied and Versoil in the past, when we are bringing the question as a product
20:25 into the market, it's just flying over the roof because we are listening to the market
20:29 and what they want.
20:30 It's not just us thinking that we know better than the 17-year-old consumer.
20:34 I think it's in that sense that we need to be sure that we're going to listen and definitely
20:40 self-reflect on the feedback that we're going to be given by the consumers.
20:45 Yeah, it's more about co-creation.
20:47 Co-creation, probably, yeah, co-creation, you're right.
20:50 Co-creation is the good way of looking at that.
20:54 Being part of that change, being listened also, and also belonging to something that
20:59 is bigger than just a brand.
21:03 That's probably the few things that I would put on.
21:06 Yeah, it's what you said at the beginning of this talk.
21:10 You can't just talk about your product.
21:12 You have to go beyond that.
21:15 You have to involve people with values and with a long-term vision.
21:23 Also, based on what I know about Gen Z, I'm a bit older too, but the idea is that they
21:35 are very aware of sustainability, but they do not know how to manage that because there
21:42 is a lot of information, a lot of factual figures, a lot of stressful storytelling
21:51 also, and what we did together is to, yes, to infuse this positive storytelling and
21:58 to engage people to act because when you act, you reassure yourself.
22:07 And also, what is very important is that the next gen is also thinking that brand is at
22:15 the same level as an NGO or activist and everybody with their legitimacy, of course,
22:23 everybody can help to drive a change.
22:25 A brand can be a brand change agent also.
22:30 Yes, and it's not also that brand should, it's the brand has to be a change agent.
22:37 I think the powerful brand that can drive communities and people have a role to play
22:42 which can go further than just selling products.
22:45 That's something important, but on the other hand, we have a role to play and it's going
22:49 to be very difficult for the brand to be completely carbon neutral.
22:52 That's something very difficult.
22:53 Let's be honest about that.
22:55 But what we have is a commitment within the next 10, 12 years, we would like to have almost
22:59 100% of all the product being whether leather vegan or things without any kind of polyesters
23:06 inside.
23:07 We have two different kinds of lines, one called regrow, the re is the first part of
23:12 rebook, R-E-E, regrow, which basically are products made out of things that grow, corn,
23:19 plants, things that are coming from the ground directly.
23:22 And the other part is recycle, which is basically made out of things that are recycled.
23:28 And that's the two main things that we have that we're going to further develop an investment
23:32 into that one.
23:33 It takes time.
23:34 I think when we talk about sustainability, it's always quite difficult to understand
23:38 how complex the process is on the brand side.
23:41 You have to create products, you need to buy the fabrics that you need for the product
23:47 almost two years in advance.
23:49 So whatever we are buying right now, it's for a product that's going to hit the ground
23:51 in 2023.
23:53 So we can't change everything overnight.
23:55 And that's also where we need people to understand that we are doing the best we can.
23:59 It's extremely costly, cost a lot of money, but on the other hand, it will take time.
24:04 It's not something that's overnight.
24:06 But when I look into what we are doing as a company, I think we are definitely in good
24:11 shape.
24:12 That's something that we want to continue to push for that.
24:14 For us, the clear angle is that we want to reduce the carbon footprint, which is something
24:20 very important.
24:21 And the other one, obviously, being with the product, where we want to dramatically reduce
24:26 the footprint that we have and make sure that our product will be more sustainable.
24:31 That's what we're investing a lot into.
24:34 Yeah, and I imagine that it's a long term process.
24:38 You cannot just change your brand like that in one day.
24:42 I would love to, but it's quite difficult.
24:46 Yeah, yeah.
24:47 But so the main two sustainable commitments, it's regarding the two products, so regrow
24:54 and recycle.
24:55 It's your main commitment, as you said, regarding sustainability.
25:00 That's right.
25:01 Definitely.
25:02 Yes.
25:03 It's not product, it's a range of products.
25:04 So you have both footwear and apparel.
25:05 It's definitely easier to do with the apparel and cotton, because that's definitely the
25:11 entire hand to hand chain that we manage very well.
25:14 So cotton is definitely something easier to do with very low carbon footprint.
25:19 When it goes down to footwear, it's something that takes a bit longer.
25:22 But that's definitely the angle that we have to decide to pick up and to attack sustainability.
25:30 Great, great.
25:32 I see in the chat also people asking if you would like or if you support NGOs also regarding
25:43 these topics of sustainability.
25:48 I think if we talk about NGOs that we are working with, the things that I'm probably
25:52 the most proud of is the Human Rights Award that we have brought back and rebuilt.
25:57 That's something that was created, I would say, back in the 80s, 90s.
26:01 And we brought it back lately.
26:03 I think it was last year after what happened in the US and the death of George Floyd that
26:07 we decided to put this back where basically we are supporting some activists that are
26:12 supporting their own communities, where we have our new creative director, Kervi-Jean
26:17 Raymond, who is also the owner of IMO, who is the head of that committee with deciding
26:22 who's going to get the award.
26:23 And we are talking here about $100,000 that we want to give away to support NGOs and we
26:29 want to work with them.
26:30 There's two ways of collaborating with NGOs.
26:32 There's the obvious one by giving money and you don't really know what's behind.
26:36 And there's the other one by working with them.
26:38 As I said at the beginning, we're involved in many things.
26:41 And one I really love is, as an example, there's some marginalized communities that we are
26:45 supporting with a pack called All Type of Love.
26:49 And basically, whatever you are, whatever you love, that's not the question.
26:52 As long as you love, you belong to that pack.
26:55 And that's the kind of pack that we sell.
26:58 And part of the money that is basically generated through that pack is going back to the NGOs
27:03 and the communities.
27:04 That's the way we want to continue to work and deal with.
27:07 Yeah, like to create value as a virtuous circle.
27:11 Yeah.
27:12 Yeah.
27:13 And yeah, and it's also part of your DNA, as you always support and empower people to
27:19 unleash your creativity and solidarity also in the meantime.
27:26 And just to finish, I'm just seeing if we have some questions.
27:32 Yeah, a lot of people are also talking about basketball.
27:35 They are very happy that you go back to basketball.
27:40 But what I would like to say, if we have a last word, you would like to conclude this
27:45 talk.
27:46 What kind of messages you would like to convey?
27:51 That's a very good question on that one.
27:54 I think it's a trap.
27:59 Every time we talk about sustainability and change here, I think it starts with very small
28:03 things.
28:04 And I don't think that no one can be perfect.
28:06 And clearly, not every brand can be perfect on that side.
28:09 But I think the small step that we could make toward each other is definitely enough or
28:15 to be part of the larger change.
28:16 So that's probably the small things like that, that I would definitely try to do as a person
28:23 and try to encourage people to do.
28:25 But other than that, I think that's the most important.
28:29 Not trying to save the world, but to do small things, step after step.
28:33 Yeah.
28:34 OK, cool.
28:35 Thank you, Thibaut.
28:36 I think, yes, we have all the questions in the chat.
28:40 Thank you to everyone.
28:41 Merci à tous.
28:42 Merci d'avoir été là.
28:43 Sorry, I'm switching in French.
28:47 You can find the content on the EGTV of Musae and also in Reebok Europe.
28:56 And also, I will create some content to explain and to highlight some key points we talked
29:02 about with Thibaut on Musae.
29:05 And you can find in the link in bio the website to number.
29:10 So yes.
29:11 Thank you.
29:12 Thank you.
29:13 Thank you, Thibaut, for your time.
29:14 I'll see you soon.
29:15 Speak soon.
29:16 Bye bye.
29:17 Merci.
29:18 Ciao.
29:19 Merci.