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.