Artesian Masterpiece

On the occasion of RC Lens's 120th anniversary, PUMA and the club conceived an anniversary season built around three kits. After a unifying home kit and an away kit celebrating the club's original colours, the Third kit was set to extend the tribute with a singular approach. The challenge: deliver an activation worthy of this historic anniversary, by grounding the launch in the Lens territory and in a strong cultural dimension. The creative direction was built around an iconic venue: the Louvre-Lens. Conceived as a work of art in its own right, the Third kit was staged within an editorial and visual campaign blending art, elegance, and heritage. The content creation was structured around two key moments: a photo shoot at the museum to establish the artistic universe, followed by a reveal a few days before the anniversary match, with the kit appearing as a newly exhibited piece. SPK supported the activation end to end: creative development, production organisation within the museum, photo and video capture, and deployment of a social media distribution strategy tied to key moments in the sporting calendar. This launch positioned the Third kit within a cultural storytelling logic, reinforcing the premium positioning of both the club and the kit supplier, while generating engagement around a local and symbolic collaboration.