Primrose Creative: The first soccer jersey inspired by trail running
In a city where running is an institution, the "Annecy ça court" campaign successfully brought professional soccer closer to the local outdoor culture. Conceived by Primrose Creative for FC Annecy and adidas Terrex, this initiative introduced the first soccer jersey inspired by trail running. This iconic activation, praised for its regional roots and innovative communication, has been nominated in the Communication Campaign of the Year category at the Trail Running Awards.
The strategy: Connecting the club to Annecy's running DNA
The campaign was born out of a factual observation and a strategic ambition. FC Annecy is not only based in a city known as the outdoor capital, but it is also the team that runs the most in Ligue 2 BKT (with a significant average of 117.8 kilometers per game).
The initial goal was to build a bridge between these two worlds (professional soccer and trail running), which are often perceived as opposites, by paying tribute to the city's collective energy for running.
This project also enabled adidas Terrex, whose regional headquarters are based in Annecy, to demonstrate its regional roots and close ties with local communities by signing a professional soccer jersey for the first time.
Innovation and hybrid activation
The centerpiece of the campaign was the creation of a unique jersey, designed by adidas Terrex. The launch followed a hybrid activation model:
Media launch: A film paying tribute to the participants who bring the race in Annecy to life (athletes, communities, supporters).
Revelation Terrain: The jersey was unveiled during a highlight of the season, the Derby des Alpes against Grenoble, in front of a packed stadium.
Community Extension: In September 2025, FC Annecy became the first professional French soccer club to create a Strava Club, offering a unique space for sharing and motivation for all runners in the region.
This initiative enabled a smooth transition from digital storytelling to physical activation, and then to lasting community engagement. The story continued on the trails, notably with Captain Ahmed Kashi participating in a Maxi Race, and the Jolie Foulée collective wearing the jersey on their tour of the lake.
Impact: Anchoring and commercial success
The operation had a significant impact on several fronts, confirming the success of the strategic alignment:
Visibility: The campaign was widely covered in national and specialized media, boosting awareness of the club and the brand.
Commercial: Pre-orders for the jersey sold out quickly, demonstrating strong community support for the concept.
Sustainable Community: The creation of the Strava Club provides a link and a space for the club to be active throughout the year, reinforcing the image of a club connected to its city and its values.
Sports Performance: The launch coincided with a victory in the Derby des Alpes and FC Annecy's best-ever ranking in Ligue 2 BKT.
