Summer 24, adidas is the most represented kit supplier

of Euro & Copa . But sadly, not the French Team.

The task was simple to understand but not easy to solve : how to promote all adidas national team jerseys to engage France to consider buying them.

For generations, wearing a national jersey has been seen as a symbolic act of belonging that unites a nation. An almost political or religious piece of cloth that should not be profaned. But Gen-z is a generation that ignores conventions, reappropriated codes, and breaks certain values ​​that previous generations considered as sacred.
The symbolism of the jersey worn to represent a nation during a match will never disappear but we can now claim that there is another way of wearing it.

With its 2006 iconic retro look in line with the history

of adidas jerseys, the 24’ collection almost turns collector already and can be considered both as a timeless piece

of fashion as well as a national jersey.

Because we knew the connection our audience has with Fashion, we went on a unique jersey introduction uniting codes Gen-Z Love : Friperies, Influencers, Humorist.

The result? A humorous video starring Malik Benthala

and a crew of talents with plenty of football and cultural references that engage Gen-Z.