When Fashion and Football Become a Match

Jung von Matt stages Zalando’s first engagement as the main partner of the German national football teams.

With an emotional and style-defining campaign launch, Jung von Matt HAMBURG celebrates the new partnership between Zalando and the German Football Association (DFB). The agency stages Zalando’s commitment as the main partner of the men’s, women’s, and U21 national teams with a creative focus on the intersection of fashion, identity, and sports culture.

At the heart of the campaign lies the idea of telling the story of German football through the lens of fashion. From “Der Kaiser” Beckenbauer with his dagger collar in the 1970s to Florian Wirtz in the new World Cup jersey, Jung von Matt brings the style icons of German football back to life — showing how fashion expression and sporting greatness have influenced each other for decades.

Under the motto “When fashion and football become a match,” the campaign positions Zalando as a pioneer of a new connection between style and sport. The goal is to bring the world of football closer to people in Germany through a fashion-driven perspective — and to show that icons aren’t only made on the pitch.

The creative execution includes a hero film, various social assets, story formats, and out-of-home visuals that make the spirit of the campaign tangible across multiple touchpoints. Beyond celebrating history, it also highlights the self-expression and style confidence of a new generation.

"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"adds Thomas Heyen, Managing Director and Partner, Jung von Matt HAMBURG.

Zalando and Jung von Matt already share a collaborative history: the agency was brought on board for selected projects last year - including this one - to creatively capture the interplay between fashion and football.