The Kit Room

To support the launch of the PUMA x Olympique de Marseille 2026-2027 Home kit, SPK worked around a central symbol of the Olympian identity: white. More than a colour, it embodies the club's attachment to Marseille, its history and its supporters. The challenge was therefore not simply to present a new shirt, but to create an activation capable of conveying this collective bond, while marking the beginning of a new chapter for the club. The initial laundry concept was transformed into something more premium, more artisanal and more rooted: L'Équipementerie. Conceived as an ephemeral space in the heart of Marseille, the concept draws on the codes of a textile pressing workshop, a preparation atelier and a space of transmission. Nestled in the Vauban district, under the watchful eye of the Bonne Mère, L'Équipementerie was geographically anchored in the Marseillais identity of the project. The Home kit was treated as a precious object: handled, prepared, staged and passed on. This event-driven activation allowed the story of care for the white, the club's history and the arrival of the new crest to be told, without reducing the campaign to a simple product reveal. SPK structured the concept around a physical set, a strong art direction and a content platform built for social media. L'Équipementerie became at once a place to pass through, a shooting location, a space open to supporters, media and creators, and a narrative starting point to bring the launch to life beyond the shirt.