At the far edge of Brittany, in a place where land meets sea and community means everything, AS Plouhinec have done something quietly revolutionary. With the help of Danish brand hummel, the French amateur club has turned its 90th anniversary into a creative campaign that goes beyond football—and straight to the heart of what grassroots clubs really mean.
You’ve probably never heard of AS Plouhinec, and that’s totally understandable. This is a grassroots team from the 10th tier of French football. And like the majority of grassroots teams in the game these days, they’re challenged by dwindling membership, a shrinking number of teams, and the slow disappearance of nearby sides. But rather than fade quietly into the windswept beauty of Finistère, they’ve instead decided to commendably go the other way; to shout louder—though not through bravado, but through heritage, design, and the people who keep the club alive.
To mark this milestone year, the Capistes have launched two anniversary kits that do more than just refresh the club’s look—they carry a message. These jerseys are a love letter to the region, a wearable tribute to the social, cultural, and historical lifeblood of Plouhinec. The campaign, anchored in storytelling and community pride, places local volunteers, supporters, and players front and centre—recognising that in a small town, a football club is never just a football club.
Designed in collaboration with hummel, the shirts are a masterclass in local symbolism. Running down the middle of the jersey are vertical stripes of hermines, a nod to the iconic Breton motif. These are rendered in geometrical form, calling back to the distinctive guipure lace once handmade by generations of Plouhinec women in the Château de Locquéran. It’s here that history threads itself through sport in a way that feels entirely organic.
That lace isn’t just decorative. It’s part of the town’s story. In the early 1900s, when the sardine crisis struck Brittany’s coast, many fishing families in Plouhinec lost their livelihoods. In response, Henri de Lécluse-Trévoëdal started a lace-making workshop at her château. Women from fishing families trained in the craft of Irish guipure, adapting it into something uniquely Breton. At its height, the workshop employed 200 women—creating both beautiful lace and vital income for a community in crisis.
Fast forward to 2025, and that spirit of resilience is stitched into AS Plouhinec’s anniversary kits. The sleeve cuffs carry lace-inspired patterns, a subtle homage to the artistry and economic ingenuity of the town’s past. This is storytelling through sportswear done right—rooted, relevant, and resonant.
The launch also marks the unveiling of a refreshed club crest. The badge still features the canary (a local icon), the hermines, and the founding year—1934—but adopts a sharper, modern silhouette. It’s evolution, not revolution, and it mirrors the club’s wider ambition: honour the past, but step boldly into the future.
In a time when amateur clubs across France—and across Europe—are struggling for relevance and resources, AS Plouhinec’s campaign is a standout example of how creativity and community can reignite pride and purpose. They’re not just trying to fill rosters; they’re telling the town’s story and inviting a new generation to be part of it.
Football at this level is about connection. It’s about place. It’s about the people who show up every weekend to play, support, volunteer, and keep the lights on. AS Plouhinec’s anniversary drop reminds us that a jersey can carry the weight of a town’s history and the hope for its future.
From guipure lace to grassroots passion, AS Plouhinec have crafted something special. A visual statement. A cultural homage. And a call to action.
This is how you grow the game—from the ground up.