Lidl has appointed Olivier Giroud as the new ambassador for its sports brand Crivit, launching a limited-edition “collector” tracksuit collection alongside a promotional campaign.
The former France international, currently playing for LOSC Lille, will appear in a new advertising spot promoting the brand’s expanding sportswear range.
Limited-edition sportswear collection
As part of the collaboration, Giroud has helped develop a capsule collection that includes:
- A bob hat
- A technical training jersey
- A blue tracksuit set described as a “collector’s item”
The tracksuit features a badge inspired by Giroud’s famous 2017 “scorpion kick” goal, scored during his time at Arsenal, a strike that won FIFA’s Puskás Award for goal of the year.
Lidl’s growing sports strategy
The Crivit brand has been steadily expanding as part of Lidl’s broader strategy to strengthen its position in the sports retail market. The company already offers a range of low-cost performance products, including running shoes and padel equipment.
Lidl executives say the Giroud collection is expected to sell out quickly due to its limited production and strong consumer interest, following previous viral product releases from the brand.
Marketing impact
The partnership gives Giroud continued visibility in global sports marketing following his international retirement from France national football team in 2024, while reinforcing Lidl’s ambition to position Crivit as a recognizable sportswear label across Europe.