In Saint-Étienne, a jersey is never just a jersey. It carries a story, a territory and, above all, a people able to come together — throughout France and far beyond — around a single colour.
To accompany the launch of ASSE's new 2026-2027 Home jersey, designed with Hummel, we imagined In Unison: a campaign built around the almost instinctive bond that unites supporters with their club. Everyone lives their own day, their own pace, their own path. Then match day approaches. Gestures draw closer, voices rise, bodies fall into sync. Little by little, an entire people finds the same rhythm.
The jersey then becomes far more than a product: a rallying sign. A piece loaded with references to the Greens' history, from their first French championship title to the return of Casino on the front — designed to open a new chapter rather than replay the past.
Film, digital content and social media, a launch event in Saint-Étienne and in-store activations: the campaign was conceived as a global system to bring the same idea to life everywhere.
