The Jean Prouff Classic

For the launch of Stade Rennais F.C.'s 2025/26 home kit, PUMA and the club wanted to pay tribute to Jean Prouff, an iconic figure in the club's history. A beloved player, a trophy-winning manager, and a symbol of commitment, his legacy inspired an activation blending memory, performance, and community engagement. The narrative starting point: his 1944 challenge, when he cycled from Rennes to Paris to play a match with the French national team. To bring this tribute to life through a powerful sports marketing activation, SPK conceived "La Classique Jean Prouff": a cycling relay between Paris and Rennes, echoing the historic journey. The setup unfolded across several stages, with a symbolic departure from Paris, passing through various towns to Vitré, before arriving as a peloton at Roazhon Park ahead of the final home match. A central figure, Julien Simon — a retired professional cyclist and club supporter — launched the adventure before being joined by supporters, media, and guests. The event activation ran in parallel on Instagram through a structured social communications plan: teasing, near-live stories, media relay, explanatory content about Jean Prouff's story, and the final kit reveal at the stadium. Twenty supporters won a race number to take part in the final stage and discover the kit in preview, strengthening community engagement. The initiative brought together heritage storytelling, on-ground activation, and digital strategy to turn a product launch into a unifying moment with strong local resonance.