The Lices Market

On the occasion of the Stade Rennais FC Third kit reveal, PUMA wanted to anchor its activation at the heart of the city. The ambition: demonstrate that the club and Rennes are one and the same, by drawing on an iconic and unifying venue, the Marché des Lices. A powerful, popular, intergenerational space, capable of connecting local identity, supporter culture, and a product launch within a single narrative. The campaign was built around live filming from dawn, to tell the story of a real day in Rennes. Portraits of market vendors, supporter testimonials, immersion in the market atmosphere: the content creation (social carousel and "Bienvenue au marché" video) places the kit within its natural environment. The activation extended on matchday with a dedicated space in SRFC x PUMA colours, designed as a gathering point, combining food, music, and giveaways (kits and tickets). The official reveal at 10am was part of a structured social media publishing mechanic, built around the market, the match, and the community highlight. This event and digital activation connects product launch, territorial storytelling, and local engagement, creating a cohesive campaign across social content, on-the-ground presence, and supporter experience.