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
Zum Launch des dritten Trikots des Frauenteams von Union Berlin entwickelte HY.AM STUDIOS gemeinsam mit adidas eine Social-First-Kampagne, die nicht auf Klischees setzte – sondern auf echte Verbindung. Das Ergebnis: eine emotionale Story, die Fans, Spielerinnen und den besonderen Spirit des Vereins auf und neben dem Platz ins Rampenlicht rückte.
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

Die Kampagne startete mit einer Voiceover-Perspektive eines langjährigen Union-Fans – aufgenommen bei einer Trainingseinheit der Frauen im Stadion An der Alten Försterei. Seine Worte gaben dem Film emotionale Tiefe und Authentizität: Fußball kennt kein Geschlecht, kein Alter und keine Schablone.

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

Begleitend zum Film entstand eine Reihe von Editorial-Style-Fotos, die das neue Trikot in Szene setzten – mit einer Mischung aus sportlicher Präsenz und off-pitch Attitude. In einem rohen, dokumentarischen Stil zeigten wir Spielerinnen wie Naika Reissner und Fatma Sakar in Bildern, die mutig, selbstbewusst und nahbar wirkten – ganz im Sinne des Teams.

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

Die Kampagne erzielte starke Sichtbarkeit für das Frauenteam und dessen Umzug in das Stadion An der Alten Försterei – über Fußball-Fanbubbles hinaus. Die Engagement-Raten lagen über dem Benchmark. Gleichzeitig half die Kampagne, neue Zielgruppen anzusprechen und Momentum für die Heimspiele der Frauenmannschaft aufzubauen.

"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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