On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

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adidas x Union Berlin

"Beyond the Game"

Product Launch / Campaign / Football
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing the back of a person wearing an orange FC Union Berlin jersey with white lettering x HY.AM Studios
To mark the launch of Union Berlin Women’s third kit, we partnered with adidas to craft a social-first campaign rooted in connection—not cliché. The result? A fresh, emotionally driven story that spotlighted the fans, the players, and the spirit that brings them together—on and off the pitch.
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing three women's football players training on a pitch x HY.AM Studios

Fan-first storytelling

The campaign opened with a heartfelt voiceover from a lifelong Union supporter—captured during a women’s training session at An der Alten Försterei. His words grounded the film in emotion and authenticity, reminding us that football is for everyone, and that love for the game transcends gender, generation, and expectation.

adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing three women in red FC Union Berlin jerseys walking on a sports field x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a fan wearing a red cap and holding a red and white striped scarf with "UNION BERLIN" text x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a female footballer in a red jersey with white accents, standing on a field with stadium seating in the background x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing FC Union Berlin women's team training on a football pitch, with a fan watching from the stands x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a person in a black hat and a scarf walking up stadium stairs with red railings and striped shadows x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing silhouette of a person walking out of a tunnel towards a stadium with floodlights x HY.AM Studios

Players, unfiltered

We extended the campaign with a fashion editorial-style photo series that brought the new kit to life—merging on-pitch power with off-pitch personality. Shot in a raw, documentary style, the visuals featured standout players like Naika Reissner and Fatma Sakar in scenes that felt bold, confident, and true to the team’s DNA.

adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a crowd of fans holding up scarves with "UNION" and "EISERN" text at a stadium x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a woman wearing an orange FC Union Berlin jersey with white stripes, looking towards the camera with a stadium in the background x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing three female footballers in red kits running in a line on a green field x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing two female footballers in red and white kits on a green football pitch, with stadium seating in the background x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing a person in profile wearing an orange jacket with white stripes x HY.AM Studios
adidas x Union Berlin – Social Media Campaign "Beyond the Game": Photo showing five women in red FC Union Berlin jerseys walking away from the camera on a football pitch, carrying footballs x HY.AM Studios

The campaign landed with impact—boosting visibility for Union Berlin Women and their move to An der Alten Försterei. It reached well beyond football’s usual crowd, with above-benchmark engagement and a narrative that sparked fresh interest while building momentum for the team’s home matches.

"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
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