Marketing: adidas, a sponsor of Z. Zidane since 1996, celebrates his appointment as France head coach

adidas, a sponsor of Zinédine Zidane since 1996, is celebrating the former French international's appointment as head coach of the French men's national team (effective from 1 August 2026), which was made official by the FFF on 28 July 2026.

The German sportswear manufacturer has unveiled a campaign juxtaposing a portrait of Zinédine Zidane from 1998, the year France won its first FIFA World Cup title, with the former striker scoring Les Bleus' opening two goals in the final, with a photograph of the new France head coach in 2026. The visuals are accompanied by the tagline "comme au premier jour" ("like on day one").

"The giant portrait, installed in December 1998 on the façade of a building in Marseille (FRA), overlooking the Mediterranean Sea, now finds a contemporary echo. In 2026, the…