DFB X Zalando
BRIEF
Launch Zalando’s new sponsorship with the German Football Association (DFB) and introduce the partnership through a strong kickoff campaign. The objective was to celebrate the collaboration between Zalando and the German national teams while positioning Zalando as a modern partner supporting the future of German football and its next generation of players and fans.
Challenge
How can Zalando authentically enter the world of football, a space traditionally dominated by sports brands, while creating an emotional connection with fans and honoring the legacy of the German national teams? The launch needed to feel credible within football culture, celebrate the history of the teams, and at the same time introduce the new generation of players as the future of German football.
SOLution
We developed a video led campaign as the kickoff for the partnership, supported by social assets and OOH placements. The core idea was to merge iconic archive footage from historic football moments with today’s national players. By bringing past and present together, the film celebrates the legacy of German football while introducing the new generation shaping its future. Through this visual bridge between generations, the campaign reinforces the emotional connection fans have with the national team and establishes Zalando as a proud partner of the DFB.
