Back to school isn’t always fun. Unless you’re starting out at the CLR Academy with Antoine Griezmann as your football teacher.

Launched on July 31st, Decathlon’s new global campaign dedicated to its latest football boots, the CLR RED, sets the tone for the season with a new season with a special guest: Antoine Griezmann, serving as the “professor of football knowledge” at the CLR Academy. 

A Back-to-School Like No Other

It’s the first day at the CLR Academy. 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.

Pop Quiz, Technical Moves, and Football Culture

No boring lectures here, 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. Antoine sets the tone, teases his students, and sips maté between lessons. The students, initially distracted, are soon captivated by the world champion’s football vision, and above all, united by the same passion and the same boots.

Campaign tagline: “Same boots, same passion”

This 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. It also shines a light on a new generation of boots: the CLR, available for everyone from kids to adults, the very first to carry Antoine Griezmann’s initials. For Decathlon, pros and amateurs now wear the same boots and share the same passion. Inspired by football culture, the campaign goes beyond traditional advertising to highlight what brings every generation of players together: the joy of playing, learning, and living the game.

The campaign has been rolled out globally on Antoine Griezmann’s and Decathlon’s social media platforms and will be adapted in retail stores.

Credits: 

DECATHLON
Team Sports Marketing Director: Anthony Farine
Team Sports Image Manager: Benjamin Rodriguez
Team Sports Marketing Project Leader: Séverine Logez

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

HIERSOIR
Director: Pierre Davy
Producer: Anne-Cécile Jemin
DOP: Kairo Lenz
Head of Production: Nolwenn Grall Jaubert
Editor: Florian Julia
Colorist: Nicolas Gautier
VFX : Les films du Periscope
Executive Production: Pepita
Music: Max Labarthe
Head Photographer: Manuel Obadia-Wills