adidas – Typical German

The release of a national jersey usually is always something very special for German soccer fans. But how do you excite a country that has somehow lost its love of football? With an adidas campaign for the launch of the new DFB German national jersey that doesn't just focus on the performance of a team, but instead addresses a bold question: what is actually “typically German” in 2024?

Client: adidas
Agency: Jung von Matt SPORTS

Home Jersey Film

First, we kicked things off with the release of the classic home jersey. But to spice things up, we didn’t focus on the players or the classic design. We focused on a much broader question: what does it mean to be typical German in 2024? Is it still bratwurst, sauerkraut and lederhosen? Or are we living in a much more diverse Germany by now? No matter what your answer might be, this film started an immediate discussion and turned the jersey into a highly discussed topic.

Away Jersey Film

Compared to the home jersey, the official away jersey was everything else than typical German. For the first time in DFB history, it came in pink and purple. A real shocker to every traditionalist. But instead of justifying the design, we created a film that embraces the hate. And turned every negative comment into a bold statement. This way, the surprisingly pink national jersey became a full on success.

The Case Study

Of course much more happened besides those two films. For several days and weeks Germany was discussing the new jerseys and what it means to be typical German. And since you’re probably short in time, we came up with a stackable case study.