Ligue 1 club Lens unveiled its new third kit in an unconventional setting, turning the wedding of two supporters into a football shirt launch. The bride and groom ditched traditional wedding attire to pose in the club’s new jersey.
French Ligue 1 side Lens has found a unique way to unveil its new third kit for the 2026-27 season. Known for its strong relationship with supporters and creative social media activations, the club chose the wedding of two Lens fans as the setting for the launch.
The Lens-supporting couple appeared at their wedding wearing the club’s new third shirt, replacing parts of their traditional outfits with the jersey. The ceremony was officiated by French comedian Thomas Deseur, a passionate Lens supporter.
A retro-inspired design
The new Lens third kit features a white base with a diagonal stripe in the club’s iconic Sang et Or colours of red and yellow.
The design draws inspiration from Lens shirts worn between 1994 and 1996, while red and yellow details on the collar, shoulders and sleeves add to the retro aesthetic.
The kit was designed by Adidas, which has returned as Lens’ technical partner after several years away from the club. The new third shirt is already available through Lens’ official online store.
Turning a wedding into a kit launch
The groom wore the Lens shirt underneath a grey Lens-branded jacket, while the bride went a step further, replacing the upper part of her white wedding dress with the club’s white jersey.
The wedding venue was transformed with red and yellow smoke, while guests posed for photographs in the new kit. Additional images showcased the shirt itself, including a series of shots taken beside a nearby lake.
For Lens, the activation was about more than simply introducing a new shirt. By placing the kit at the centre of one of its supporters’ most important personal moments, the club reinforced its identity as a community-driven organisation with a deep emotional connection to its fanbase.
The unconventional launch also provided Lens with a highly shareable social media moment, connecting the new Adidas kit with the club’s supporter culture and turning a traditional product launch into a celebration of belonging.
Rather than unveiling the shirt through a conventional campaign, Lens made its supporters part of the launch — using a wedding to underline the emotional relationship between the club, its colours and its community.