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:
The campaign launched late April.
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Credits:
BRAND: KIPRUN
\u200bHead of Marketing: Julien Vancauwenberghe
\u200bCreative & Marketing Communication Dr: Thomas Senez
\u200bContent Leader: Timothée Desurmont
\u200bCampaign Managers: Marine Gillot, Benoît Paris
AGENCY: LAFOURMI
\u200bAgency Management: Céline Jobert & Thibaut Cornet
\u200bChief Creative Officer: David Philip
\u200bHead of Strategy: Jordane Rabute
\u200bHead of Craft : Julien Hablainville
\u200bCopywriter: Nicolas Telion
\u200bMotion Designer: Marin Pette
\u200bTV Producer: Alexandre Morin
\u200bAccount Director: Marie-Julie Herrmann
\u200bAccount Manager: Bertrand Devaux
\u200bTraffic Manager : Sophie Boule
PRODUCTION: RAISE UP FILMS
\u200bProducer: Rudolf Mizzi
\u200bLine Producer: Félix Lellouche
\u200bPhotographer: Rémi Issaly
\u200bDirector: Cédric Dubourg
\u200bEdit: Victor Badreau
\u200bColorist: Inès Henry Manceau
\u200bMusic & Sound: Christophe Menassier
PRESS CONTACT:
\u200bAliou Maro, Communications Director: aliou@thefansyndicate.com
ABOUT LAFOURMI
\u200bSports lovers who make ads
\u200bLAFOURMI is the advertising agency of THE FAN SYNDICATE group.
\u200bWorking 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.
\u200bA 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.
\u200bwww.lafourmi.biz
ABOUT THE FAN SYNDICATE GROUP
\u200bTHE 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).
\u200bTHE 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.
\u200bwww.thefansyndicate.com