adidas Skateboarding x Football: Lyon Collection

Context

The objective was to celebrate the intersection of two of Lyon’s most fervent subcultures: soccer and skateboarding. To launch the collaborative collection between adidas Skateboarding and Olympique Lyonnais, we needed a campaign that resonated with the city’s youth while honoring the heritage of the club’s iconic Groupama Stadium.

Connection

We produced a high-energy campaign shot on location in Lyon, featuring a mix of professional skaters and local soccer talent. The visual narrative centered on the "stadium to street" transition, capturing the collection in motion at the HDV skate plaza and within the architectural geometry of the stadium itself.

The content focused on the raw, gritty textures of the city contrasted with the clean, classic lines of the jersey-inspired apparel. We avoided overly polished "sport" photography in favor of a lifestyle-first aesthetic that felt authentic to the "Gones" (the youth of Lyon).

Impact

The campaign successfully unified two disparate fan bases, driving a complete sell-out of the collection in the French market. By treating the soccer jersey as a skate staple, we expanded the lifestyle reach of the Olympique Lyonnais brand and reinforced adidas’ position as the leader in "Bloke-core" and cross-category culture.