A CREATIVE STUDIO
FROM BERLIN
© 2025
adidas Germany
"Bringing the Game Home"
Player Storytelling
With limited access, we maximized a single production day with stars Jule Brand and Linda Dallmann to create modular, social-first content. From playful ASMR with the match ball to carpool-style interviews and 0.5-style selfies, the content felt personal, reactive, and designed to evolve throughout the tournament—keeping player personalities at the forefront.
Brand Moments
We crafted bold, ownable visuals that broke out of the football bubble. From a wingsuit stunt launching the tournament jersey in Swiss skies, to cinematic Swiss scenery shoots, to fashion-meets-football product storytelling, these moments were built for surprise, scale, and shareability—cementing adidas as a cultural player beyond matchday.
CGC (Creator-Generated Content)
Partner and influencer collaborations extended both the reach and style of the campaign. Creators like @aleandraferk and @prinzessinjeanniefee activated adidas’ message in their own voice—blending lifestyle, fashion, and football. We suggested native, trend-based formats such as weekly fit checks with adidas Originals partners, bridging sport and style while amplifying brand presence.
Fan Content
Fans became the heartbeat of the campaign. From flying two superfans to Zurich for a surprise matchday experience captured documentary-style, to spotlighting Germany’s oldest active female footballer in a heartfelt portrait, we turned supporters into the story itself. Bold, visual activations—like cardboard cut-outs in Berlin streets—localized the energy and made the tournament feel truly present.
DOOH Reactives
Digital Out of Home in Berlin and Zurich bridged the digital and physical. Key match images paired with reactive copy became large-scale OOH executions—celebrating victories in real time and projecting national pride into everyday city spaces. DOOH and media planning by EssenceMediacom.
Community Management
Our reactive strategy didn’t stop at publishing. We joined the conversation in real time—responding to match outcomes, memes, and cultural moments with sharp copy. Community management became a key extension of the brand voice, amplifying wins and keeping adidas at the center of the football conversation.
The campaign landed with impact—earning above-benchmark engagement and positioning adidas Germany at the center of the Women’s EURO 2025 conversation. Gen Z female audiences engaged at high levels, while broader football fans embraced the story.
By combining strategic foresight with a flexible, storytelling-led strategy, adidas Germany redefined how a sports brand can show up for women’s football: as a champion of players, a platform for fans, and a voice in culture.
@2k25