The 20/21 season marks a new era for Girondins de Bordeaux; a new technical partner in adidas is joined by a newly revamped visual identity, which includes the development of the club’s identifying symbols and notably its crest. It’s all part of a new project for the decade that has just begun, setting out a fresh ambition that is founded on its strong attachment to the region and its willingness to open up to the world.

The world of football and how it is consumed is changing. Social media now plays a huge part in the marketing of a team, and support for a club is no longer restricted to the region in which they are based. Indeed, to be truly successful in a commercial sense, a club must transcend its geographic location. That commercial success and the financial profits of it will then go hand in hand in a symbiotic relationship with success on the pitch. This is the global game truly matching its title and appeal. And harnessing this approach with a reinvention of the club’s identity is Girondins de Bordeaux.

But that’s not to say that the club is forgetting its core values. Instead, part of the strategy set out is for the club to strengthen their Girondins roots, forging closer ties with the region’s people, companies and amateur clubs, and attracting more and more fans to the Matmut Atlantique, making them happy to be part of a community that shares the same values. To achieve this, the club have partnered with Super Vision Office, an agency represented notably by a former player of the Girondins in David Bellion. 

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Along with the newly revamped club crest, streamlined for the social media age, the new club kits for the 20/21 season, freshly presented in partnership with adidas, have been captured through the lens of Alexey Blagutin in the city and most importantly on the people from Bordeaux. This shooting, along with a specially created music video, showcases many figures from the city with different ages and backgrounds, proudly sporting their club’s colours. Restaurant owners, creatives, youth, elders, as many individuals showing the willing of FCGB to reinforce its attachment the region. 

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Drawing on the global renown and prestigious image of Bordeaux, the project aims to bring the club into new and developing markets where football is popular: Asia, and China in particular, as well as the USA. “We want to be worthy of our very long history, which is littered with trophies, epitomised by passionate directors, and symbolised by legendary players and the undying passion of generations of supporters,” explained FC Girondins de Bordeaux President Frédéric Longuépée. “A football club embodies values, tells a story and conveys a spirit, and it must be responsive to technological changes and social and environmental goals. Our new visual identity is designed to encapsulate our utmost respect for our history and our region and reflect our desire to embrace new opportunities for development. 

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The Girondins Bordeaux 20/21 home and away shirts are available through the club's online store.