In a city where running is an institution, the "Annecy ça court" campaign successfully bridged professional football and local outdoor culture. Conceived by Primrose Creative for FC Annecy and adidas Terrex, this operation introduced the first-ever football jersey inspired by trail running. This flagship activation, praised for its local roots and communications innovation, 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 stemmed from a factual observation and a strategic ambition. FC Annecy is not only located in a city recognized 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 match).
The initial objective was to build a bridge between these two worlds—professional football and trail running—often perceived as opposing, by paying tribute to the city's collective energy for running.
This project also allowed adidas Terrex, whose regional headquarters are based in Annecy, to concretely illustrate its local roots and proximity to local communities by designing a professional football jersey for the first time.
Innovation and hybrid activation
The core element 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 practitioners who bring running to life in Annecy (athletes, communities, supporters).
Field Reveal: The jersey was unveiled during a season highlight, the Derby des Alpes against Grenoble, in front of a full stadium.
Community Extension: In September 2025, FC Annecy became the first French professional football club to create a Strava Club, offering a unique space for sharing and motivation for all runners in the region.
This initiative enabled a seamless transition from digital storytelling to physical activation, and finally to lasting community engagement. The story continued onto the trails, notably with captain Ahmed Kashi participating in a Maxi Race event, and the Jolie Foulée collective wearing the jersey around the lake.
Impact: Local roots and commercial success
The operation generated a significant impact on several fronts, confirming the success of this strategic alignment:
Visibility: The campaign was widely covered in national and specialized media, boosting the notoriety of both the club and the brand.
Commercial: Pre-orders for the jersey sold out rapidly, reflecting strong community buy-in for the concept.
Sustainable Community: The creation of the Strava Club provides an ongoing connection and engagement space for the club throughout the year, reinforcing its image as a club connected to its city and values.
Athletic Performance: The launch coincided with a victory in the Derby des Alpes and the achievement of the highest ranking in FC Annecy's history in Ligue 2 BKT.
