ADIDAS - JERSEY

Before EURO 2024, German football was in a deep crisis: The national team’s poor performance and the poor mood of the fans were crushing any euphoria about the first big football tournament at home since 2006. The typical German love of football had seemingly disappeared.
So German brand and DFB partner adidas set itself a bold goal for the EUROS at home:
to re-ignite the love of football through the launch of the new German national jerseys.
The question was: How could two pieces of fabric – one white and one, oddly enough, pink – re-ignite a feeling?
We had to find an idea, that would turn two simple jerseys into a symbol for the new German vibe,
reviving the love of football and creating excitement for the EURO 2024.
So while other big brands focused on the sporting success of their national teams,
adidas dared to ask a much bigger question:
What’s typical German in 2024? And by this turned the German jerseys into a symbol of a new German self-understanding.
After a launch film that featured Germany’s biggest football stars, celebrities and football legends, everybody began discussing about the new jerseys and the new German identity. The campaign invited all of Germany to join the conversation and brought people together with a zeitgeisty take on what typical German means today. In the end, the country found pride in its wide diversity and our campaign led to the most successful team jersey launch in adidas history.