To celebrate the 120th anniversary of the Crunch, adidas went big by reissuing the jersey worn during the very first France vs. England encounter, creating a cultural moment designed to resonate with rugby fans and far beyond. The campaign reimagined the historic Franco-British rivalry through a more lifestyle-driven and aesthetic lens, infused with the signature humour often associated with our neighbours across the Channel. Featuring a cast that brought together stars of the French national rugby team, leading content creators, and footballers playing in England, the campaign elevated the collection into a broader cultural and fashion space while staying true to its rugby DNA.