Two generic visuals which divert the test of Rorschach by recreating cyclists'silhouette in yellow symmetric task. In-store, the stickage of a yellow transparent film on all the glazed surfaces (shop windows, mirrors, display, escalator) plunges visitors in the obsession. Because it’s in street that takes place the Tour, transparent stickers representing the singlet were developed and distributed in NikeParis store. Stickers intended to be stuck on yellow urban supports, spreading the obsession of the yellow singlet in the heart of the city.

A transverse campaign which allowed to associate effectively Nike to the Tour de France while regenerating the imagery traditionally associated to the event, and increase of 80% the traffic in Nike Paris during the operation.