Lidl has recruited France’s all-time top international scorer to front its Crivit activewear label, pairing the brand’s value positioning with a World Cup winner. A limited-edition co-branded range carries price points between €3.99 and €14.99.
Lidl has announced Olivier Giroud as a new national ambassador for its Crivit activewear brand in France. The collaboration aims to reaffirm Lidl’s commitment to make sport, health and well-being accessible to everyone, said the retailer. A multichannel campaign highlighting the footballer’s core values of excellence and humility is set to launch nationwide on June 4.
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Born in 1986 in Chambéry, at the foot of the French Alps, Giroud holds the record as the all-time top scorer for the France national team and was a member of the squad that secured victory at the 2018 FIFA World Cup. “My goal with Lidl is to inspire all French people to get active,” said the 39-year-old footballer.
During an interview with French newspaper Le Parisien, John Paul Scally, Chairman of Lidl France, referred to Giroud as “the quintessential popular sportsman.”
The Crivit x Olivier Giroud limited-edition range comprises a tracksuit jacket, track pants, a technical jersey, socks, caps and footwear. Prices range from 3.99€ for the socks to 14.99€ for the jacket or pants.
The Crivit brand, available exclusively at Lidl in supermarkets and online, offers a range of sportswear and equipment for a wide variety of activities, from fitness to cycling, running, team sports, winter and water sports, camping and outdoors. Earlier this year, Lidl announced tennis icon Steffi Graf as a Crivit ambassador.
