Antoine Griezmann isn’t just scoring goals anymore. He’s handing out pop quizzes in the new Decathlon "CLR Academy" campaign.

Launched globally on July 31, the latest efforts reimagine the back-to-school season as a football masterclass, with the World Cup winner playing the role of a cheeky yet charismatic “Professor Griezmann.”

Created by Lafourmi, the campaign marks the global release of Decathlon’s new "CLR RED" boots. 

Here, Griezmann is both the face of the product and the head of a fictional school where football knowledge is the core subject.

"This film embodies Decathlon’s vision: celebrating the passion for football, passing it on between generations, and playing with a serious mindset without taking yourself too seriously," Decathlon wrote in a press release. 

Additionally, the sports brand says this new generation of CLR boots is the first to feature Griezmann’s initials and is built for both kids and adults.

This is where the campaign's slogan comes in: "Same boots, same passion."

That framing ties directly into Decathlon's brand identity, which shines through the initiative.

It's not about elite performance alone, but unity, joy, and accessibility.

Inside the CLR Academy

The hero spot plays out like a high-energy day in a football classroom.

Students answer trivia questions about iconic Griezmann moments, act out famous goal celebrations, and tackle tactical quizzes: from Cholismo to European classics.

“So, does everyone have their CLRs?” Griezmann asks the students in the hero film, who then proudly lift their boots onto their desks.

Griezmann, in his CLR REDs, sips maté between teaching and casually roasts students.

All while reinforcing shared values of discipline, passion, and play.

Overall, it's a tongue-in-cheek but effective way of anchoring the shoe as a point of pride and a unifying symbol, whether you’re a casual fan or a future star.

The campaign runs across social media on Griezmann’s and Decathlon’s channels, with in-store rollouts planned globally.

In retail spaces, the school motif continues with CLR Academy-themed activations and POS displays.

Our Take: Can School Make Decathlon Cool?

There’s something surprisingly effective about framing a football campaign as a classroom experience.

It not only invites playfulness but also reframes expertise as something everyone can grow into.

I think Decathlon’s strategy works because it doesn’t chase hype.

It builds it organically through community and humor.

And by giving Griezmann the “teacher” role, they avoid the typical endorsement playbook. 

Recently, Nike tapped into horror tropes for its “Scary Good” football campaign, using genre storytelling to keep things fun and fresh.