KIPRUN Selects LAFOURMI to Accelerate its Global Ambition

Apr. 10, 2025

Following an agency competition, KIPRUN, the running brand of sporting goods group DECATHLON, has chosen LAFOURMI to support its international expansion. This strategic collaboration will begin with the global launch of a major campaign, unveiled in a preview event during the Paris Marathon on April 9, 2025.

"More Runs. More Life.": a global campaign by LAFOURMI

To bring KIPRUN’s new brand platform (“Keep Running”) to life in France and abroad, LAFOURMI developed the global campaign “More Runs. More Life.”. This campaign is an invitation to (keep on) running, no matter the distance or speed, because every run helps us grow and makes us feel fully alive. A social media component will also be deployed, offered to various local markets.

Through this campaign, LAFOURMI illustrates how running regularly enables every individual to discover their potential, push beyond physical and mental boundaries, boost self-confidence, connect more deeply with both nature and other people, and make the most of every moment.

Product Innovation: the new KIPRUN ranges

On this occasion, KIPRUN is unveiling two major product innovations:

• KipX, the first running shoe designed without the use of glue, assembled in a single step using a patented technology. Without glue, its environmental impact is significantly lower, with a 26% reduction in CO₂ emissions during manufacturing compared to traditional methods. Ideal for frequent runners, KipX provides optimal comfort for daily workouts and recovery sessions. It will be supported by a dedicated product video and specific visual assets.
• KD900X LAB, the latest addition to KIPRUN’s carbon-plate range, designed to meet elite athletes’ demands. Incorporating several cutting-edge technologies, some of which are patented, the KD900X Lab is the lightest and most dynamic shoe ever created by KIPRUN, making it the ultimate tool for breaking records over distances up to the half marathon.

A strategic reveal at the heart of the Paris Marathon

On April 9, in an exclusive venue in central Paris, KIPRUN will present its new brand positioning and product innovations to the press. This event marks a key milestone for KIPRUN, which aims to solidify its status as a benchmark brand and fulfill its promise to democratize high performance for everyone—from seasoned athletes to everyday runners.