Concarneau Reveals Its Jerseys

To support the reveal of US Concarneau's 2026/27 jerseys with Hummel, SPK designed a content activation directly connected to the town, its residents, and the club's identity. The goal was to bring the jerseys to life in their environment rather than presenting them as simple products. Two creative approaches were developed to bring together football, place, and everyday life, with photo and video capture designed as close as possible to Concarneau. For the Home jersey, the setup takes the form of a mini-documentary following a volunteer deeply involved in the club's life. The jersey is worn naturally from the start of the day, from her home to the market and then to a downtown terrace. Close camera work, natural light, street sounds, and real interactions build a raw and sincere reveal, where the product is discovered through a person and the ties she maintains with her town. For the Third kit, SPK chose a different register at the Pointe du Cabellou. A group of young people move among the rocks and the sea, in the golden light of late afternoon. Photos and video capsules place the white jersey within a more lifestyle-oriented, spontaneous, and contemplative world. Both shoots rest on the same logic: telling the story of US Concarneau through the people who bring it to life and the landscapes that surround it. Portraits, everyday scenes, product details, motion sequences, and formats designed for social media all help build varied launch communication without losing the project's local roots. SPK thus supported Hummel and US Concarneau in creating and producing content where the reveal becomes as much a jersey story as a story about place.