Léna Situations Swaps Adidas for ASICS and Turns Her August Vlogs Into a Fundraiser
- 4 days ago
- 3 min read
TL;DR: French creator Léna Situations has swapped long-time partner Adidas for ASICS in the 10th and final season of her ‘Vlogs d’août’, turning daily episodes into a wildfire fundraiser that could raise up to €62,000 — a vivid demonstration of creator-led brand power.
What Léna Situations is doing
Léna Situations, one of France’s most influential creators, has launched the tenth and final season of her ‘Vlogs d’août’, giving €500 a day to a randomly chosen follower and running 1km per episode to fund Gironde wildfire relief. The headline for marketers: ASICS has replaced her long-time partner Adidas as sponsor, matching her per-episode donation.
The numbers add up meaningfully. ASICS contributes €1,000 per completed challenge, matched by Léna, so if all 31 episodes air, €62,000 goes to fire relief. Her cultural pull is just as telling — the 31 August finale at the Accor Arena sold out within hours.
Why a creator can flip a marquee sponsor
For a brand like ASICS to take a slot long held by Adidas isn’t a small media buy; it’s a signal that the creator, not the platform, is now the asset worth competing for. Léna Situations brings an owned, loyal audience and a format fans return to every August — a package a sponsor can’t easily replicate with paid media.
The cause layer is what makes it durable. Tying the sponsorship to wildfire relief means the brand isn’t just borrowing attention, it’s associating with generosity and action at a moment of national concern. Done authentically, that’s far stickier than a logo on a jersey.
Marketing Minute’s read
Our take: this is the influencer economy maturing into something closer to media rights. A creator with a signature, appointment-to-view format is effectively a channel, and brands will increasingly bid for those slots the way they once bid for TV sponsorships. ASICS displacing Adidas is a preview of that competition.
The cause element also raises the bar. Fans reward creators — and their sponsors — for using influence to do good, but only when it’s credible. The €500 giveaways, the running, the matched donations feel of a piece with Léna’s persona, which is exactly why the brand association lands rather than grates.
What brands should do
Treat top creators as media properties, not one-off influencers. A creator with a repeatable, appointment-to-view format offers something rare — an owned, loyal audience that returns on schedule — and it’s worth competing for that slot rather than spraying budget across dozens of transactional posts.
And look for authentic cause alignment, not bolted-on charity. The Léna–ASICS tie-up works because the giving fits her persona and the moment. Match a creator’s genuine values to a cause your brand can credibly support, and the goodwill compounds; force it, and audiences will see straight through it.
Quick FAQ
Why did Léna Situations switch from Adidas to ASICS?
ASICS replaced her long-time partner Adidas as sponsor of her final ‘Vlogs d’août’ season, matching her per-episode donation to wildfire relief — a sign that brands now compete for marquee creator slots the way they once did for media rights.
How much is the Léna Situations vlog fundraiser raising?
ASICS contributes €1,000 per completed challenge, matched by Léna, so if all 31 episodes air, €62,000 goes to Gironde wildfire relief.
What are ‘Vlogs d’août’?
An annual August vlog series by French creator Léna Situations, now in its tenth and final season, with daily €500 giveaways and a 1km run per episode; the 31 August finale at the Accor Arena sold out within hours.
When ASICS takes a slot Adidas held for years, that’s not a media buy — it’s brands bidding for a creator the way they once bid for TV rights. A signature, appointment-to-view format is a channel now. And tying it to real giving, credibly done, is what turns rented attention into genuine goodwill. — Daniel Nikolla, Founder of Merx Marketing
Top creators with appointment-to-view formats are media properties now — worth competing for a slot, not sprinkling budget across transactional posts.
Are you treating creators as one-off posts, or as the media channels their audiences increasingly make them?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: La Réclame, Les Gens d’Internet, franceinfo.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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