adidas aims to generate desirability around the new Optimé in France, the squat-proof outfit of reference, by combining a “style-first” 3D approach with a more training-focused 2D expression. The goal is to translate the obsession for training into inspiring content, rooted in French culture and Gen Z style.

The campaign provides an opportunity to embody training obsession in a playful, culturally relevant way, connecting the product to a local face and personality who can convey contagious energy and authentic French style. It allows adidas to reinforce its position as a reference in the training universe while engaging younger generations through relatable visual and cultural codes.

We highlighted training obsession through short, playful moments led by Nourhène, whose energy and personality embodied the French Touch spirit. Through dedicated visuals and social video capsules, the campaign connected Optimé’s performance features with an authentic expression of style, turning repetition into a symbol of both fashion and training excellence.