Born Breton

To reveal Stade Rennais FC's 2025/26 away kit, PUMA wanted to pay tribute to Brittany and the people who bring it to life. The goal: go beyond a simple product launch to build an activation rooted in the local territory, in line with the club's identity and the brand's sports marketing strategy. The setup is built around a strong concept: going out to meet the "Bretons" of the region to reveal the SRFC kit. A double-meaning nod, playing on both the regional identity and the name printed on the back of the shirt. The launch was conceived as a social-first activation, structured across several moments within a single day: teaser, official reveal, a special delivery brought to life by Félix Détours, followed by short-form and carousel formats. The entire setup aimed to embody the kit through local faces and anchor the campaign in an authentic narrative. This digital activation celebrated Breton heritage while asserting the club's identity on a national scale. A kit launch conceived as a genuine sports communications setup, combining content, influence, and distribution strategy to drive engagement around the partnership and strengthen proximity with communities.