Breton Revelation

To launch Stade Rennais FC’s 2026–2027 away kit, PUMA wanted to create a campaign that matched the available production resources without compromising on the strength of the idea. SPK chose to return to a simple and familiar ritual: unveiling a new jersey naturally on a football pitch during a summer friendly. The activation was built around one defining choice: giving Breton supporters the opportunity to wear the kit on the pitch before the professional players. This placed the community, grassroots football and the local region at the heart of the sports marketing campaign. Held on 16 July in La Chapelle-Montgermont, the “supporters’ match” brought together a local team and Stade Rennais FC veterans. The changing rooms, warm-up, pre-match protocol, match itself and post-game gathering all became part of an authentic grassroots football experience. Branding was deliberately introduced in a subtle way through captain’s armbands, pennants, goal nets, corner flags, match programmes and other elements inspired by local football culture. The rural and accessible setting echoed the Breton symbols featured on the jersey while celebrating the people who bring regional football to life every week. Photo and video production documented every stage of the event, from pitch preparation and product details to the teams’ arrival, player walkout, match action and shared moments after the final whistle. The publishing strategy was designed to reveal the kit gradually, moving from initial visual clues to the official launch before extending the story through a complete recap of the day. Amateur photographers were also invited to contribute their own perspectives, reinforcing the community-led nature of the activation. The result was a sports communication campaign built around a real moment, where the jersey was not simply presented to the supporters: it was entrusted to them.