A young man hikes through the mountains at night, just to grab a coffee with a friend at sunrise. In a vast sea of sportswear campaigns, agency Lafourmi has found a way to make Decathlon’s running brand, Kiprun’s, trail shoe stand out that isn’t the “voice” of a sports coach inspiring runners to achieve something. It’s a story about mateship. Along the way – and it’s quite the first-person journey – the film shows what the shoe, the Kipsummit Max, actually delivers – comfort technical enough to make ambitious distances feel effortless. The tagline is Comfort Takes You There.

The campaign is live across digital, Decathlon’s retail and KIPRUN’s paid media, and social, display media, website & CRM, and local communications. 

“This is the kind of brief where you can quickly fall into a basic product demo,” stated David Philip, chief creative officer at LAFOURMI. “By weaving the product demo into a friendship story, we wanted to show that thanks to the comfort of the Kipsummit Max, going for a coffee with a friend who lives at the top of a snowy mountain becomes as easy as going around the corner.”

Credits: 
Client: KIPRUN 
​Head of Marketing: Julien Vancauwenberghe 
​Creative & Marketing Communication Dr: Thomas Senez 
​Content Leader: Timothée Desurmont 
​Campaign Managers: Marine Gillot, Benoît Paris
 
Agency: LAFOURMI
​Agency Management: Céline Jobert & Thibaut Cornet 
​Chief Creative Officer: David Philip 
​Head of Strategy: Jordane Rabute 
​Head of Craft : Julien Hablainville 
​Copywriter: Nicolas Telion 
​Motion Designer: Marin Pette 
​TV Producer: Alexandre Morin 
​Account Director: Marie-Julie Herrmann 
​Account Manager: Bertrand Devaux 
​Traffic Manager : Sophie Boule
 
Production Company: RAISE UP FILMS
​Producer: Rudolf Mizzi
​Line Producer: Félix Lellouche
​Photographer: Rémi Issaly
​Director: Cédric Dubourg
​Editing: Victor Badreau
​Colourist: Inès Henry Manceau
​Music & Sound: Christophe Menassier