Responses by Etienne Dumas, founder, Supercolor.

Background: This site brings together two of Toulouse’s most iconic sports institutions—Stade Toulousain Rugby and Toulouse Football Club—for a first-of-its-kind collaboration united under a single exclusive jersey. The target audience spans both fanbases, as well as a broader audience of sports culture and streetwear enthusiasts drawn to the crossover appeal of two clubs that have never shared anything quite like this. Beyond the product itself, the site had to carry the weight of a genuinely historic moment: two institutions with deeply different identities, histories and supporter cultures, finding common ground on a single object.

Larger campaign: The campaign was fully integrated—video, brand content, influencer marketing, display advertising, a pop-up store and a live event. Within that ecosystem, the site served as the definitive hub. While other activations created noise and drove traffic, the site was designed to tell the story of two clubs: their histories, their identities and their place at the heart of the same city. Toulouse is rare in that it hosts two teams of that stature, in two different sports, both competing at the highest level. The site was built to honor that singularity and the common ground of the Stade Toulousain Rugby and Toulouse Football Club: not just to showcase a jersey, but to articulate why this collaboration makes sense, why it could only happen here and why it matters to the people of Toulouse.

Design core: The jersey sits at the heart of the experience. Its reveal is one of our favorite moments on the site: a subtle wind animation brings it to life. There’s something almost ceremonial about it—the jersey emerging slowly, as if presented on a pitch before a final. Beyond that, the interplay between video content and scroll-driven discovery is what gives the experience its rhythm. We wanted the site to feel like an interactive exploration, not a presentation.

Challenges: The brief came with the bones of a global art direction—but not the full picture. The visual identity was being constructed in parallel with the site itself, which meant we were building against a moving target: making creative decisions, locking technical choices, and laying foundations for an experience whose final aesthetic was still taking shape elsewhere. That’s a particular kind of pressure—not the pressure of a tight deadline alone, but the pressure of uncertainty at the core of the project.

The real challenge was to stay agile without losing direction. We started from the available assets, made them work, and continuously integrated the evolving identity as it solidified, ensuring that nothing we built early felt misaligned with what the campaign ultimately became. The goal was always the same: translate that visual identity, however it landed, into a fluid, intuitive digital experience that could stand on its own terms.

That balance also had a technical dimension. Animations, full-screen video, scroll-driven interactions—the kind of features that make an experience feel alive—can just as easily make it feel broken if the underlying architecture isn’t solid. We built the site on Kirby CMS, a headless solution we rely on precisely for projects like this, where creative ambition and performance are both non-negotiable. The result is an experience that loads fast, runs smooth and never lets the technology get in the way of the story.

Navigation structure: We wanted the experience to feel like a walk through the heart of Toulouse—the Place du Capitole. The scrolling structure moves the user through the story naturally, top to bottom, left to right, like exploring a familiar yet iconic space. Toulouse is a city with a strong sense of place, and both clubs are deeply embedded in that identity. Grounding the navigation in something as recognizable as the Capitole wasn’t just a creative gesture—it was a way of saying that this collaboration belongs to the city as much as it belongs to the clubs.