Adidas
This is new rugby
For the 2023 Rugby World Cup, the Adidas flagship on the Champs-Élysées was transformed into a genuine work of visual art. Through a spectacular trompe-l’oeil, the store’s iconic facade became the canvas for the "This is new rugby" campaign — a new way to celebrate this major sporting event.
Adidas, on the rugby front line.
Designed and delivered by Stratus, this project stands out for both its creative boldness and its absolute respect for the historic building. Installed without any drilling or structural alteration, the display highlights a technical innovation that preserves the integrity of this Parisian landmark while delivering a striking visual spectacle.
The installation captures the very essence of modern rugby — strength, agility and team spirit — while fitting seamlessly into the prestigious setting of the world’s most famous avenue. Through this work, Stratus met every requirement of the Adidas campaign while respecting the city’s architectural heritage.
Further proof that large-format communication can be innovative, respectful and impactful — all at once. This project shows that creative boldness can go hand in hand with preservation, and that monumental installations can be designed responsibly while delivering strong, lasting visual impact.
