Dynactif was Le Coq Sportif’s first dual density midsole back in 1991 and 25 years later the French sportswear giants proudly re-issued the Dynactif silhouette, alongside an accompanying capsule collection that runs alongside the silhouette’s ‘retro’ feel.
We got the opportunity to work with Le Coq Sportif on producing launch imagery as well as installs for key retailers (incl. Footpatrol, Sneakersnstuff & Hanon). With the collection’s inspiration leaning on the early nineties, we thought it best to attempt to bring that feel through the project’s accompanying imagery and marketing collateral.
Store installs revisited our youth, opting to put together bedrooms that illustrated the collections nostalgic elements. Each ‘room’ included a single bed complete with Dynactif bedding, posters of the era, SNES, BMX and a stickered up wardrobe complete with the full collection. Alongside these installs, a series of images shot by our guy Dean Martindale looked to capture the collections youthful and playful elements in their colour palette as well as the models laid-back and relaxed interaction.
Find the Le Coq Sportif Dynactif Collection here.
Words: Sam Smith
Photos: Dean Martindale
Styling: Will Barnes
Creative: Sam Smith