With the 2024 season, Union Berlin Women began playing their home matches at An der Alten Försterei—stepping onto the club’s biggest stage for the first time. Together with adidas, we saw a timely opportunity: use the release of the new third kit to spotlight the team and grow visibility for their home games—not just in Köpenick, but across Berlin and beyond.

Union Berlin Women had the passion, the players, and now the platform. But broader visibility remained limited. We saw a chance to flip the script: instead of pushing product, we put players and club culture at the center. By amplifying real voices, local pride, and the emotional bond between fans and team, we shaped a story that felt less like a campaign—and more like a tribute to a one-of-a-kind club.
This wasn’t just about visibility. It was about belonging.

To launch Union Berlin Women’s third kit, HY.AM STUDIOS partnered with adidas on a social-first campaign—featuring real fan moments, standout players, and emotional storytelling to build visibility beyond Köpenick.

Adidas x Union Berlin Women Campaign – HY.AM STUDIOS

Beyond the Game

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.

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.

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.

adidas x Union Berlin

"Beyond the Game"

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