The Marseille People's Feast

Every season, the launch of Olympique de Marseille's home kit represents a key moment in the marketing calendar of both the club and its kit supplier. For the 25/26 season, PUMA wanted to go beyond a simple product reveal and offer a more authentic activation, deeply rooted in local culture. The challenge entrusted to SPK: conceive a campaign capable of celebrating Marseille, its club, and its supporters through a collective narrative, while preserving the brand's premium dimension. SPK conceived "La Régalade du peuple marseillais," a two-part activation combining content production and a public event. First, a local shoot produced in a neighbourhood restaurant, capturing the players in simple, warm everyday moments. The visual treatment, in natural light, places the kit within its real environment: the city. The content was distributed across the club's and PUMA's channels, fuelling the digital and social media communication around the launch. The second part took the form of a public reveal at Bistrot Plage, on the Corniche Kennedy. Designed as a collective experience, the event brought together hundreds of supporters in an iconic setting, between the Mediterranean Sea and Marseille passion. SPK managed the entire campaign: art direction, production, event coordination, press relations, community management, and the staging of a leak with JUL ahead of the reveal. The campaign generated over 690 publications, 630 media and social media mentions, 2.2 million interactions, an average engagement rate of 6.25%, an estimated reach of 38.5 million, and over 54 million contacts including the leak.