Trail Running and Football coming together for a kit launch
Insight
In Annecy, everyone runs. Along the lake, on the trails, in the Sports Park.
As the most athletic city in France, Annecy lives at the pace of running and so does its football club.
With an average of 117.8 kilometers covered per match, FC Annecy is the team that runs the most in Ligue 2 BKT season 24/25.
Challenge
So, how do you connect the club to this outdoor culture?
Creative
By creating the first football jersey inspired by trail running, designed by adidas Terrex and unveiled through the “Annecy Runs” campaign.
A true bridge between two worlds often seen as opposites: football and trail running.
The campaign launched with a film paying tribute to those who make Annecy run: athletes, communities, and all the club’s teams.
The jersey was revealed during the Derby des Alpes against Grenoble, in front of a packed stadium.
And the story continued as captain Ahmed Kashi lined up at a Maxi Race event and finished in the top 20, while the Jolie Foulée collective proudly wore the jersey around the entire lake loop.
Everyone can join the movement on FC Annecy’s Strava Club, the very first official Strava account for a professional French football club, and take on original challenges throughout the season.
Results
A campaign featured in national and specialist media, the lasting status of the first French professional club on Strava, and a sold-out pre-order of the jersey.
But above all, a first victory in the Derby des Alpes and a 6th-place finish in Ligue 2 BKT, the best ranking in the club’s history.
Annecy ça court.
Creative PARTNERS 