The real yellow jersey

To unveil FC Sochaux-Montbéliard’s 2026–2027 home kit, Eldera wanted to create a campaign rooted in the club’s identity, its local territory and its community. With Stage 13 of the Tour de France passing nearby between Dole and Belfort, the event offered a particularly relevant setting: yellow was already taking over the roads and drawing national attention. SPK built the activation around a simple idea closely connected to Sochaux’s football culture: using the Tour to reveal the “real yellow jersey”, the one worn by FCSM supporters. The activation took place over two days. The first day, held at Stade Bonal, focused on preparing the fan zone with the supporters. Signs, banners and flags were created together, while an initial series of product photographs showcased the unworn kit. The following day, the activation moved to Giromagny, along the Tour de France route. A supporter area was set up to accompany the wait for the peloton and create a yellow-and-blue setting. As the riders passed, the supporters unveiled the new home kit together, turning a popular cycling moment into a campaign platform for Eldera and FC Sochaux-Montbéliard. Photo and video production documented the campaign from the preparation stage through to the final reveal. The story was extended through footpack, helping the campaign reach football fans, and through a cross-platform activation with velopack, strengthening its editorial connection with the Tour de France. Stories and a shared post brought the two sporting communities together around one colour, one territory and one jersey. The result was a sports marketing activation designed to bring the partnership to life alongside the supporters, connecting the digital content directly with the experience created on the ground.