Before EURO 2024, German football was in crisis: the team played poorly & the fan’s enthusiasm was very low – a bad situation for adidas to launch the official team kit. Instead of focussing on sports success, adidas asked a bigger question: What does “typically German” mean in 2024? And proposed a modern, inclusive self-understanding of German football and identity. The campaign was a viral PR hit that led to record-breaking kit sales & reigniting the love for football.
adidas x DFB Euro 2024 Home Jersey „Typical German“
Awards
Bronze Award
Brand Experience
Promotions
Details
Categories:
Country:
Year:
Credits
Client:
adidas
Agency:
Art Director:
Francesca Molteni
Mubarak Nojimudeen
Creative Director:
Lars Grübler
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