NIKE
French Avant-Garde
Nike asked us to develop the campaign announcing Léon Marchand as their newest member of the Nike family.
We introduced the concept of the French Avant-Garde to spotlight a new generation of top-tier French talent, alongside Kylian Mbappé and Victor Wembanyama. Through this unprecedented trio, the campaign celebrated a new era of French excellence, uniting sport, culture, and innovation under one powerful narrative.
More than a launch, French Avant Garde positioned Nike as the driving force behind the next generation of French icons, with LA28 clearly in sight.
The Power of Three
This campaign draws its strength from a powerful trinity : Nike, the three best french athletes in their sport, and l'Equipe (media). Three forces aligned with a single purpose to amplify impact at every level.
Brand authority meets human emotion and mass visibility, creating a self-sustaining momentum. Together, they transform a campaign into a movement, and a message into cultural resonance to own the moment of this announcement.
Statistics
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L’Équipe Magazine cover
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1.5M organic likes
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415M+ media reach
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35x increase in searches for Léon Marchand
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100K+ new followers gained for Léon Marchand
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Best performing post ever recorded for the athlete
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20% increase in searches for Nike following the announcement