Bordeaux Heritage

For the reveal of the Girondins de Bordeaux 2025/26 Third kit, Hummel wanted to celebrate a piece deeply rooted in the club's history. The brief centred on a kit with an old-school design inspired by the 1990s, featuring an authentic cut and a strong visual heritage. The challenge was to create a content activation capable of bringing out this patrimonial dimension without overloading the image, giving the product its full place within a clear, evocative and controlled universe. SPK proposed a creative approach built on the contrast between the retro aesthetic of 1995 and a more contemporary studio staging. Two directions were explored: an era-authentic set built around a mini 90s-inspired universe, and a graphic approach connecting the studio to Bordeaux through recognisable visual references from the city. The chosen concept relies on a studio photo production, a minimalist yet characterful set, and an art direction designed to place the kit within an imagery that is at once sporting, lifestyle-driven and nostalgic. The set was built to integrate identifiable props: textured walls, vintage furniture, a retro television, a chandelier, newspapers, magazines, sports books, posters, period accessories and cultural objects from the 90s. The recommendation also included a casting of professional models to wear the kit with complementary attitudes, ranging from classic posing to a more fashion-forward approach.