Building the Story Behind Stade Toulousain and Toulouse Football Club, Sharing One Exclusive Jersey
For the first time in the history of world sport, two elite clubs from the same city stepped onto the same jersey. Stade Toulousain Rugby and Toulouse Football Club — two institutions with different sports, different histories, and different supporter cultures — came together for an exclusive apparel collaboration with Nike.
Supercolor, the Toulouse-based digital agency behind the project, was tasked with building the website that would carry the weight of that moment:
The target audience spanned both fanbases, plus a wider circle of sports-culture and streetwear enthusiasts drawn to the crossover appeal of a partnership that had never existed before. Beyond showcasing a product, the site had to answer a harder question: why does this collaboration make sense, why could it only happen in Toulouse, and why does it matter to the people who live there.
A Walk Through the Place du Capitole
Rather than building a conventional campaign microsite, Supercolor designed Capitolium as a déambulation — a walk through the heart of Toulouse, echoing the Place du Capitole itself. The scrolling structure moves visitors through the story top to bottom, left to right, the way someone might cross a square they know by heart. Toulouse carries a strong sense of place, and both clubs are deeply rooted in that identity. Anchoring the navigation in something as recognizable as the Capitole wasn't just a creative flourish; it was a way of saying the collaboration belongs to the city as much as it belongs to the clubs.
Along the way, the site retraces the shared history of the two institutions, presents the Nike capsule collection, and gives the floor to the players themselves.
“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 Jersey Reveal
At the center of the experience sits the jersey — and its reveal is one of the site's defining moments. A subtle wind animation brings the shirt to life as it emerges, almost ceremonially, as if presented on the pitch before a final. Around it, the interplay between full-screen video and scroll-driven discovery gives the whole experience its rhythm. The ambition was never to build a static presentation, but an interactive exploration users move through at their own pace.
Designing Against a Moving Target
The brief arrived with the bones of a global art direction, but not the full picture. The visual identity was still being built in parallel with the site itself, which meant our team was making creative and technical decisions — locking layouts, setting animation systems, laying technical foundations — for an aesthetic that was still taking shape elsewhere.
The team started from the assets available, made them work, and continuously folded in the evolving identity as it solidified — making sure nothing built early ended up misaligned with what the campaign ultimately became. Staying agile without losing direction was the real challenge, and it carried a technical dimension too: full-screen video, scroll-driven interactions and layered animation can make an experience feel alive, or just as easily make it feel broken if the architecture underneath isn't solid.
Kirby CMS, not choice, an evidence!
Capitolium was built on Kirby, the headless CMS Supercolor turns to precisely for projects where creative ambition and performance both have to hold — resulting in a site that loads fast, runs smoothly, and never lets the technology get in the way of the story.
More Than a Microsite: A 360° Campaign Hub
The wider campaign was fully integrated — video, brand content, influencer marketing, display advertising, a pop-up store, and a live event bringing both clubs face to face. Within that ecosystem, the website served as the definitive hub. While the rest of the activation generated noise and drove traffic, the site was built to hold the story together: centralizing the campaign's key moments — pop-up store, competition, the double fixture between the two clubs — while routing visitors toward both clubs' ticketing and store platforms.
Toulouse is unusual in hosting two teams of that caliber, in two different sports, both competing at the highest level of their game. Capitolium was designed to honor that singularity, not just to sell a jersey, but to articulate why the two clubs share more common ground than their colors suggest.
Technologies
CMS Kirby (headless)
Front End HTML, CSS, JavaScript
Motion & Interaction Scroll-driven animation, wind-simulation animation for the jersey reveal
Video Full-screen video integration across the scroll narrative
About Supercolor
Supercolor is a digital creative agency based in Toulouse, France, a passionate team working across branding, web development, SEO and social media for clients spanning sports, culture, NGOs and B2B.
The agency’s portfolio includes Sea Shepherd, Accor, Stade Toulousain, Toulouse Football Club, Comité Paralympique et Sportif Français and Amaury Média / L'Équipe, alongside long-standing collaborations with The Sea Cleaners or Laboratoires Pierre Fabre.