Um clássico que merece uma nova chance

criancas-kichuteVer um cadarço amarrado no calcanhar de alguém te lembra alguma coisa? A maioria dos meninos dos anos 70 até o inicio dos anos 90 já fizeram isso. Sucesso em todo o Brasil o Kichute foi uma verdadeira febre na garotada da época.

Criado pela Alpagartas, o Kichute nasceu graças à paixão futebolística nacional despertada pela Seleção Brasileira ao ganharem o Bicampeonato da Copa do Mundo de 1962. A data escolhida para o lançamento do produto foi no dia 15 de junho de 1970, ano da Copa do Mundo do México. O lançamento tinha tudo para ser um grande sucesso, e foi. A estratégia da marca foi de criar um produto barato, que atendesse às classes C e D e que fosse extremamente resistente.

Com um design bastante peculiar, o Kichute era feito de lona, solado emborrachado e com travas que se assemelhavam às chuteiras de futebol de verdade. Sem contar a principal característica do produto, que eram o imenso cadarço que muita das vezes eram amarradas de diversas formas. Os nós mais conhecidos eram os que davam  voltas no tornozelo e as que davam voltas no próprio corpo do tênis, o que não era um problema por conta das travas de borracha.

A Seleção Brasileira colecionava títulos e o Kichute vendas. O calçado que chegou a vender em 1978, quase 98 milhões de pares, o que dá a impressionante marca de 10% da população da brasileira na época. Mas depois de 1970, o Brasil passou 24 anos sem vencer uma Copa do Mundo e o principal estímulo do consumo do Kichute, o futebol, não estava mais tão em alta, conseqüentemente as vendas do Kichute despencaram. Na Copa de 1994, ano do Tetracampeonato da Seleção Brasileira, o mercado de tênis esportivo estava bastante avançado e o Kichute não teve mais o seu espaço.

Recolocação no mercado

A marca Kichute é muito forte. É associado a infância de grande parte da população que pertence a classe social que mais vem crescendo em todo o Brasil, a classe C. Essa associação da marca com a infância dos antigos usuários é tão forte que a marca é passada para as gerações atuais através de fotos e histórias contadas de pai para filho. Um adolescente ou jovem muita das vezes já ouviu falar do Kichute.

Tendo em mãos um poder de marca tão grande, e tendo como cases de sucesso marcas do mesmo seguimento de calçados com a All Star, por exemplo, o Kichute pode sim voltar ao mercado, apelando para uma linha “retro”, o que também é muito valorizado. O consumo de produtos “retros” está cada vez mais em ascensão. Diversos estudos e analistas afirmam que este tipo de consumo é uma tentativa de resgatar uma identidade social perdida com o passar dos anos. A sociedade está cada vez mais interessada em valorizar e reconhecer tradições em termos gerais e sentidos mais profundos.

Partindo deste princípio, a Alpagartas tem a total autonomia de lançar o Kichute novamente no mercado e reconquistar um espaço que nunca deveria ter perdido. O do tênis de escola e de futebol da garotada. Garanto que terá muito adulto usando um Kichute e relembrando de diversos momentos de sua infância.

2 comments

  • Jonathan Borquet  

    Belo post rapaz, acho que a volta do kichute teria mercado sim, mas acho que a informação de 98 milhoes de pares em 1978 está equivocada, porque a estimativa que nessa época essa era a população total do Brasil e não 10%. No mais excelente visão.

  • Fernando  

    Excelente post. A Alpargatas poderia mesmo reeditar o Kichute com o design dos primeiros modelos. Os últimos Kichutes tinham a biqueira muito arredondada o que, de certa maneira, os descaracterizava um pouco. Uma biqueira mais pontuda – como os antigos modelos da década de 70 – e um calcanhar mais alto com o tênis todo preto, sem logo branca seria uma maravilha. Aliás, os cadarços eram longos justamente por esta razão: a parte do calcanhar tipo pouco apoio, então os cadarços amarrados na canela compensavam. Os garotos metidos a craque usavam os cadarços amarrados por baixo da sola. Fosse como fosse o kichute era muito legal. Eu tinha alguns tenis na época de escola, inclusive os Adidas Roma, Viena, etc, mas o must era sempre o Kichute, era um símbolo de identificação do grupo e não era usado só pela classe C ou D, não. Nossa turma de escola era classe média e a galerinha só usava Kichute. Até em festinhas o povo ia calçando este tênis, era um verdadeiro pau para toda obra.
    Se reeditassem o Kichute ele viraria um cult, basta ver a grande procura que tem em sites como Mercado Livre, OLX, etc, pela numeração adulta. Com certeza, é um cult e viraria uma febre novamente.

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