Zalando and German Football Association unite fashion and football

Jung von Matt HAMBURG has launched an emotional, style-led campaign marking Zalando’s first engagement as main partner of the German Football Association (DFB). The initiative celebrates Zalando’s partnership with the men’s, women’s, and U21 national teams, positioning the online platform at the intersection of fashion, identity, and sports culture.

At the centre of the campaign is the idea of telling the story of German football through fashion. From Franz Beckenbauer’s signature dagger collar of the 1970s to Florian Wirtz donning the latest World Cup jersey, the campaign retraces how generations of football icons have shaped and reflected the nation’s style.

Fashion and football in creative alignment

Under the theme “When fashion and football become a match”, Jung von Matt presents Zalando as a bridge between two cultural worlds, celebrating the shared passion, expression, and self-confidence they inspire. The campaign seeks to connect fans to the game through a fashion-forward perspective, showing that icons are created both on and off the pitch.

The creative rollout features a hero film, social content, story formats, and out-of-home visuals designed to capture the energy of football culture while highlighting the individuality of a new generation of players and fans.

A celebration of culture and collaboration

Thomas Heyen, Managing Director and Partner, Jung von Matt HAMBURG: “This work shows how football culture and brand communication can go hand in hand. Find a true story that connects the brand and the sport. And tell it so authentically that it touches the hearts of fans.”

Zalando and Jung von Matt already share a creative partnership, having collaborated on several projects exploring the relationship between fashion and football. This campaign marks the most significant milestone in that collaboration, setting the tone for Zalando’s role as DFB main partner and its ongoing dialogue with sports and style audiences across Germany.

www.jvm.com

www.zalando.com

www.dfb.de

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