Cannes Lions

Rebranding Impulstar, Balle au pied, personne peut me stopper


Presentation Image
Case Film
Presentation Image






Impulstar is 5-a-side football tournament for players 14-16 y/o bringing together teams from all over France and abroad. Impulstar's mission is to offer youngsters the opportunity to showcase their talent in front of professional players, coaches, singers and a greater community. We were challenged with the reinvention of a deeply and emotionally invested brand that has been there for the past 10 years, bringing extraordinary stories to life. The new brand had to meet sharp aesthetic style expectations to seduce pro-footballers, artists, influencers, young players and the public.

Never losing its values ??of accessibility, social reach and popular roots, the creation of the IMPULSTAR brand had to be developed through the lens of a sports/lifestyle brand inspired by fashion & design codes between 'street style' and sophistication. IMPULSTAR had to be endowed with the design codes of Parisianism, always at the ‘avant-garde’ to be worn with pride by its audience.


The IMPULSTAR identity is built with the 5 branches of the “fire” kanji: “Huo”. They represent the 5 “five-a-side” players uniting to kindle together the flame of their talents. It embodies passion and positive energy of young football generations. Always in action, it allows the ones who dare to shine and nurture their flame, an opened soul towards talent.


Sports equipment, website, social-networks, vehicles, tv-savvy... the new brand had to meet sharp aesthetic style expectations in order to seduce:


Pro-footballers, artists and influencers: IMPULSTAR had to be endowed with the design codes of Parisianism, always at the ‘avant-garde’ to be worn with pride in everyday life by this audience with demanding tastes.


Young players: seeing IMPULSTAR as a brand to wear every day at school in the image of their idols.


The public; so that each district/department team could appropriate the new IMPULSTAR design codes and operate them autonomously.


To accompany the logo, we developed a visual look & feel and illustrative style inspired by manga, treating young players like heroes … IMPULSTAR becomes a story where each and every player can be a hero. A story that begs to be illustrated and colored.Treated in a monogram, with a colour palette that changing each year, the brand is the mirror of the IMPULSTAR community values:

Ambitious: because it's possible to dream bigger;

Bold: inspiring those who want to believe

Brotherhood: because uniting talents builds indestructible strength

Sports equipment, website, social-networks, vehicle ... as said the new brand was developed a series of sports touchpoint for the event and its promotion outside the pitch. But one key element was providing a fashion styleguide to allow the brand live all year on social media, at the beat and rythm of artists, football stars influencers and young talents in their 'Instagram stories'


The new brand identity was revealed in October 2020. It was greeted with great enthusiasm by the entire IMPULSTAR community. Already adopted by a large number of pro-players and influencers (Wissam Benyedder, Riadh, Benjamin mendy, Dosseh, Leto, Anelka ...). the brand was brought to millions of young talents and will continue to be deployed in the coming months.


Success has been measured by growing memberships around the brand. + 20k followers on Instagram and strong testimonials from its founders:


"The new IMPULSTAR brand allowed us to move to a new stage for the tournament" Meïssa N'diaye, IMPULSTAR founder


The new incarnation of the brand and event allows to carry a message going beyond football-field borders. More than a sport, IMPULSTAR is a culture. More than a culture, it embodies a community: one for which talent is not just a matter of luck. It's a matter of giving an opportunity.