PRIMR❃SE

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬 𝐒𝐚𝐥𝐨𝐦𝐨𝐧 𝐱 𝐋’𝐀𝐫𝐭 𝐝𝐞 𝐥’𝐚𝐮𝐭𝐨𝐦𝐨𝐛𝐢𝐥𝐞 [Project]: Retail experience
[Creative]: 42 To create a connection between the products from the collaboration and the consumers, we transformed the Salomon store at 42 avenue des Champs-Élysées into a retail experience where running and automotive culture collide. Our intention was to bring both worlds together through product display, reaction time testing station, exclusive merch (including custom car air fresheners), and the ultimate testing experience for the Phantasm 3. Taking inspiration from the iconic short film from Claude Lelouch ‘C’était un rendez-vous’, we recreated the last kilometre in a similar style using artificial intelligence, giving runners the sensation of running through empty streets, wearing the Phantasm 3. They might never hit the 200 km/h reached by the Mercedes-Benz 450 SEL 6.9 on that August morning in 1976, but the feeling is what matters.

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐄𝐱𝐩𝐥𝐨𝐫𝐚𝐭𝐢𝐨𝐧 [March-April 2026] Content loading […]

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐫𝐮𝐧𝐧𝐞𝐫𝐬’ 𝐦𝐞𝐧𝐭𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲 @asics @parismarathon Heavy legs but light spirit. For Paris marathon, we tried to express support to runners in their mental journey across various touchpoints. Mapping emotions, doubts, highs and lows across every step of the race. 
Because we run for ourselves, but more importantly, we run for others. @quentin_malriq @courir_pour_toi @nightlinefrance @dorian_louvet carried this message each in their own way, each with their own story, inspiring others along the way. Grateful for every moment shared, every encounter, every connection built through running. We all carry something. Running helps us face it. Go out there.

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐒𝐭𝐚𝐫𝐭 𝐋𝐢𝐧𝐞 @asics Running a first marathon means so much. On the start line runners might face doubts, excitement and many other emotions. This moment can feel a bit overwhelming. This is especially true for the 30,000 first time marathoners taking part in the 2026 @parismarathon setting a new record. @ASICS has the opportunity to support runners on this special moment pushing a last meaningful message right before the start. Together with our friends at @clustrfilms we created this short film to reassure runners on their journey and help them project the emotions they will experience as they face this challenge. At Primrose, supporting 30,000 first-time marathoners feels far more meaningful than a 15-second Instagram clip. Grateful to be here.

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 season is on 🌼

Flashback to our operations with @hoka_eu during @10kmhokapariscentre . Enjoy this quick overview of what went down at Le Bistrot Hoka in Paris. Run. Party. Repeat. By @primrose.fc @hoka_eu @bakerysession @10kmhokapariscentre

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐋𝐚 𝐙𝐨𝐧𝐞 𝐝𝐞 𝐂𝐨𝐧𝐟𝐨𝐫𝐭 @asicstrail [Project]: Bringing confort into discomfort for @asics_saintelyon runners and supporters. In immersion with the runners, this is what it felt to find boost & confort at the zone through the night. Full POV version, captured with the new @oakleymeta Vanguard in story. Thanks to our @primrose.fc team of athletes @kenzlge @remrousseau @alixm @guillet_martin @adrien_bearnaise @adri_clv 📹 @floriankeller.images 📷 @lindetcharlotte

Welcome to the team @nathan_lareo . 🌼

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐋𝐚 𝐙𝐨𝐧𝐞 𝐝𝐞 𝐂𝐨𝐧𝐟𝐨𝐫𝐭 @asicstrail [Project]: Bringing confort into discomfort for @asics_saintelyon runners and supporters. When we created Primrose in 2024, we had a few meaningful conversations about what our purpose should be, our north star to guide every campaign and event. That’s how we landed on: “𝘗𝘶𝘵 𝘢 𝘴𝘮𝘪𝘭𝘦 𝘰𝘯 𝘵𝘩𝘢𝘵 𝘧𝘢𝘤𝘦.” This weekend, we brought that vision to life at the oldest trail running race in France: the @asics_saintelyon But first, we needed to speak with runners to understand one thing: why take on such a unique challenge… and what makes it so tough? One key insight stood out: runners intentionally seek discomfort signing for the @asics_saintelyon . Yet the difference between a good and a bad experience often comes down to just a few essentials: staying warm, staying dry, and receiving small gestures of care that change everything. To launch the brand-new 𝗔𝗦𝗜𝗖𝗦 𝗧𝗿𝗮𝗯𝘂𝗰𝗼 𝟭𝟰, built for maximum comfort in all conditions, we connected this insight with the product’s core benefit and created la 𝗭𝗼𝗻𝗲 𝗱𝗲 𝗖𝗼𝗻𝗳𝗼𝗿𝘁. For 12 hours, we welcomed more than 600 runners and 350 supporters, offering a comfortable break in the middle of a freezing night around Lyon. And during the busiest hours, from 7 a.m. to 12 p.m., when many SaintéLyon participants were really struggling… what we offered truly made sense. Because an agency that talks about service should also deliver service, we spent a night almost as exhausting as theirs, but incredibly rewarding. Seeing someone walk into our zone like a zombie and leave with brand-new Trabuco (the shoe, not the pizza) and a smile on their face made it all worth it. Thanks to our amazing team of photographers and filmmakers for capturing everything that went down @lindetcharlotte @floriankeller.images @remi_tsso @nathan_lareo , our staff for the 12 hours, and @extrasports_ for all the support.

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐋𝐚 𝐙𝐨𝐧𝐞 𝐝𝐞 𝐂𝐨𝐧𝐟𝐨𝐫𝐭 @asicstrail @asics_saintelyon [Project]: Bringing confort into discomfort for @asics_saintelyon runners and supporters. [Creative]: We spoke with several SaintéLyon runners to understand the reasons why they take on such a unique challenge, and what makes it so tough.
 One insight stood out: while they willingly seek discomfort, the difference between a good race experience and a bad one comes down to a few essential things: taying warm, staying dry, and any small gesture of attention could make all the difference. To launch the new ASICS Trabuco 14, built for maximum comfort in all conditions, we connected this insight with the product’s core benefit and imagined la Zone de Confort.
A concept brought to life with the illustrations of @studiofolk that glows at night, and the support of @extrasports_ & @oxygene_experiences_74 For runners and supporters: 📍Soucieu-en-Jarrest
⏰ 12am-12pm 🍕La Pizza 4 Chaussures by Abdel And because we believe an agency that talks about service should bring service, our team will be on-site from the first runner to the very last. From 12am to 12pm.
A pretty long night for us, but an even longer one for them. Come warm up with us through the night at Soucieu-en-Jarrest with us 🌙

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐋𝐞 𝐁𝐢𝐬𝐭𝐫𝐨𝐭 𝐇𝐎𝐊𝐀
[Project]: Design a brand experience for @Hoka_eu around @10kmhokapariscentre .
[Creative]: The 10KM Hoka Paris Centre is the most Parisian of all Parisian 10 kilometres races. And what’s more Parisian than a Parisian bistrot ? 
𝑰𝒏𝒕𝒓𝒐𝒅𝒖𝒄𝒊𝒏𝒈 𝑳𝒆 𝑩𝒊𝒔𝒕𝒓𝒐𝒕 𝑯𝑶𝑲𝑨 Full energy during the race, and after for a celebration in style with @bakerysession . 📸 @lowkorr @jrmi

𝐏𝐑𝐈𝐌𝐑✿𝐒𝐄 𝐩𝐫𝐞𝐬𝐞𝐧𝐭𝐬: 𝐋𝐞 𝐁𝐢𝐬𝐭𝐫𝐨𝐭 𝐇𝐎𝐊𝐀
[Project]: Design a brand experience for @Hoka_eu around @10kmhokapariscentre .
[Creative]: The 10KM Hoka Paris Centre is the most Parisian of all Parisian 10 kilometres races. And what’s more Parisian than a Parisian bistrot ? 
𝑰𝒏𝒕𝒓𝒐𝒅𝒖𝒄𝒊𝒏𝒈 𝑳𝒆 𝑩𝒊𝒔𝒕𝒓𝒐𝒕 𝑯𝑶𝑲𝑨 Partnering up with @depotlegal and renown Chef @christopheadam , we created a living space where runners, athletes, brand ambassadors, media, and friends could gather, recharge and get ready for race day with services, and celebrate, all weekend long. 𝑶𝒃𝒔𝒆𝒔𝒔 𝒕𝒉𝒆 𝒅𝒆𝒕𝒂𝒊𝒍𝒔
To merge the worlds of running and Parisian bistrot culture, we obsessed every detail to create a unique, meaningful and impactful brand experience. Our strategy was to bring a variety of references to running culture and the brand, embedded naturally within the elegant setting of a Parisian bistrot. 
A real creative and production challenge but it seems like it kind of worked.
Massive thanks to all the partners involved in this project, the visitors bringing up good vibes, our core Primrose team, and @hoka_eu for the trust and the warm relationships. What a weekend, hey! 📸 @lowkorr @jrmi @clement_hudry @peigneeverticale