By the sea, on a cathedral or in a restaurant… When the presentation of football jerseys turns into a communication war

An advertisement for a new perfume? A tourist spot extolling the charms of the Athenian coast? A short film about a childhood love affair? A confusing video was revealed last summer on social networks by Athens Kallithea FC, the third club in the Greek capital – behind Olympiakos and Panathinaikos – to promote its new jersey. In more than 1 min 30, it never appears clearly visible from top to bottom.

A choice that seems at first glance incongruous and risky, as the presentation of the new tunic is impatiently awaited each offseason by supporters, ready to scrutinize it in the smallest details. But, several months later, the Athenian club's gamble paid off. In terms of communication already, since the video in question has been viewed nearly 200,000 times on Instagram, an audience multiplied by 5 compared to the club average. On the number of sales then…