The first time a brand has used Google Street view to launch merch, Red Star F.C. encouraged fans to fans virtually venture out into the streets of Saint Ouen surrounding Bauer Stadium, where they could spot locals wearing the new shirts

Brands are always looking for creative and engaging ways to debut new products, but the French football club Red Star F.C. took a recent reveal to new heights. Working with Google and VICE, Red Star created a campaign that encouraged its fans to go hunting for the team's new jersey on Google Street View.

The campaign is called Notre Maillot Notre Quartier, which translates to “our jersey, our neighborhood.” Using Google Street View, fans could look for people wearing the new home and away jerseys in the streets around Red Star's Bauer Stadium. Models include a group of girls, a skater, a pizza delivery man, and even local celebrities like artist John Hamon and rapper Junior Bvndo.

By engaging fans who support the team but might not be able to explore the neighborhood themselves, the team is hoping to drive brand engagement in a new way. Furthermore, anyone can look at the soccer campaign for themselves, enabling greater accessibility by removing language or geographical barriers.

Red Star F.C.


Lead image: Edoardo Busti/Unsplash

Brands are always looking for creative and engaging ways to debut new products, but the French football club Red Star F.C. took a recent reveal to new heights. Working with Google and VICE, Red Star created a campaign that encouraged its fans to go hunting for the team's new jersey on Google Street View.

The campaign is called Notre Maillot Notre Quartier, which translates to “our jersey, our neighborhood.” Using Google Street View, fans could look for people wearing the new home and away jerseys in the streets around Red Star's Bauer Stadium. Models include a group of girls, a skater, a pizza delivery man, and even local celebrities like artist John Hamon and rapper Junior Bvndo.