KIPRUN unveils the Kipsummit Max with LAFOURMI
With the global Kipsummit Max campaign, KIPRUN showcases its trail shoe designed to accompany runners on all their adventures. Created by its sports agency LAFOURMI (The Fan Syndicate group), this new communication celebrates the alliance between performance and comfort, without compromise.
At the heart of the campaign is a film that sparks curiosity. It all begins with a young man who receives a text invitation to grab a coffee. Against all expectations, he laces up his Kipsummit Max and sets off at night, into the mountains. Far. Very far. We watch him navigate steep paths, forests, rivers, and mountain trails with disarming ease. This demanding journey gradually reveals its true motivation: meeting up with a mountain-top friend to share a simple coffee at sunrise. The narrative underlines the idea that, thanks to the shoe's comfort and technical performance, even the most ambitious distances and challenging terrain become accessible for living everyday moments, as captured in the tagline "Comfort Takes You There".
"This is the kind of brief where you can quickly fall into a basic product demo," says 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."
Designed for global distribution, the campaign rolls out through:
- A 30-second hero film.
- 15-second cutdowns for digital and social media.
- Global distribution across Decathlon points of sale, website and CRM, KIPRUN's paid channels, display media, and local communications.
The campaign launched late April.
DOWNLOAD THE PRESS KIT
Press kit Kiprun x LAFOURMI.zip
ZIP 122 MB
Credits:
BRAND: 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: RAISE UP FILMS
Producer: Rudolf Mizzi
Line Producer: Félix Lellouche
Photographer: Rémi Issaly
Director: Cédric Dubourg
Edit: Victor Badreau
Colorist: Inès Henry Manceau
Music & Sound: Christophe Menassier
PRESS CONTACT:
Aliou Maro, Communications Director: aliou@thefansyndicate.com
ABOUT LAFOURMI
Sports lovers who make ads
LAFOURMI is the advertising agency of THE FAN SYNDICATE group.
Working alongside the biggest names in the industry, including Decathlon, beIN SPORTS, Intersport, Crédit Agricole, L’Équipe, Kiprun, the French Football Federation (FFF) and French Tennis Federation (FFT), Danone, PSG (...), the agency has, since 2008, addressed every type of market player: endemic brands, sponsors, media, and rights holders.
A multi-award-winning agency, named Sports Communication Agency of the Year in 2023, 2022, and 2016, LAFOURMI creates campaigns by sports fans, for sports fans.
www.lafourmi.biz
ABOUT THE FAN SYNDICATE GROUP
THE FAN SYNDICATE is the leading independent communications group dedicated to the sports industry in France. With a team of 50 employees, the group generated €10 million in revenue in 2024 through its two agencies: LEROY TREMBLOT (brand design) and LAFOURMI (advertising & activation).
THE FAN SYNDICATE supports some of the biggest brands in the sports economy, including Decathlon, beIN SPORTS, UEFA, FDJ United, the French Football, Tennis and Rugby Federations, Fitness Park, FIBA, Intersport, Crédit Agricole, Roland-Garros, L’Équipe, Moët & Chandon, and Intermarché.
www.thefansyndicate.com
