Back to school isn’t always fun. Unless you’re starting out at the CLR Academy with Antoine Griezmann as your football teacher. So that’s what sports creative agency, LAFOURMI (The Fan Syndicate Group) and Decathlon are giving young back-to-schoolers. Plus a little madness.
The global campaign is dedicated to Decathlon’s latest football boots, the CLR RED. Griezmann stars as the “professor of football knowledge” at the CLR Academy and it’s day one. In a lively classroom, students chat, laugh, and set the mood. Suddenly, the door swings open. Antoine Griezmann, or rather, “Professor Griezmann”, steps in, wearing a pair of red CLR RED boots. Instant silence. First test: “So, does everyone have their CLRs?” In unison, all the students proudly put their boots on the table. Perfect, class can begin.
There are no boring lectures, just a real pop quiz: technical moves, quizzes on Griezmann’s iconic goals, shot angles, and nods to football culture, from “Cholismo” to France vs. the Netherlands classics.
The film embodies Decathlon’s vision – celebrating the passion for football, passing it on between generations, and playing with a serious mindset without taking yourself too seriously. And its quirkiness is a young people lure.
The tagline, Same Boots, Same Passion, subtly underlines the CLR’s drawcard. Pros and amateurs now wear the same boots.
The campaign is running globally on Antoine Griezmann’s and Decathlon’s social media platforms and will be adapted in retail stores.
Credits:
Client: DECATHLON
Team Sports Marketing Director: Anthony Farine
Team Sports Image Manager: Benjamin Rodriguez
Team Sports Marketing Project Leader: Séverine Logez
Creative Agency: LAFOURMI
Management: Céline Jobert & Thibaut Cornet
Executive Creative Director: David Philip
Deputy Managing Director: Jordane Rabute
Copywriter: Nicolas Telion
Art Directors: Raphaël Bonan, Martin Lihoreau
Studio Manager: Sandrine Rouvres
Motion Designer: Marin Pette
TV Producer: Louis Pierre-Adolphe
Account Director: Marie-Julie Herrmann
Account Manager: Hugo Dhinaut
Traffic Manager: Sophie Boule
Production Companies: WANDA & HIERSOIR
Director: Pierre Davy
Producer: Anne-Cécile Jemin
DOP: Kairo Lenz
Director of Production : Nolwenn Grall Jaubert
Editor: Florian Julia
Colourist: Nicolas Gautier
VFX: Les films du Periscope
Executive Production: Pepita
Music: Max Labarthe
Photographer: Manuel Obadia-Wills
