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Client
Zalando
Agency
Jung von Matt Hamburg
Year
2025
When football shapes culture – and style has always been part of the game.
When Zalando launched as main partner of the DFB national teams, the idea was clear: football has always had style — long before anyone called it fashion.
The campaign started with a strong hero film and unfolded into a social-first storytelling world that explored football as a cultural space.
From iconic jerseys and legendary figures to personal style, attitude and identity, each piece highlighted how deeply fashion has always been embedded in the game.
Across formats and platforms, the campaign celebrated football not just as sport, but as culture.
Social-first storytelling
around the game
On social media, the campaign evolved into a series of short-form stories that explored football as culture, not just sport. I developed and shaped platform-native Reels and TikToks that connect fashion, identity and attitude with the spirit of the game – from the launch of Zalando’s German Instagram account zalando.de to ongoing campaign content.
The formats ranged from a teaser with German ball boy legend Noel Urbaniak, to players revisiting iconic jerseys from past decades, quizzes on true football style icons, and an intimate conversation with DFB icon Hermann Gerland on style, nostalgia and self-expression.
Each piece was designed to feel native to the platform, easy to engage with and rooted in the cultural codes of football.
Credits
Agency: Jung von Matt HAMBURG
Production Company: ANORAK Film GmbH
Director: ONDA
Post Production: Slaughterhouse
Managing Creative Director: Thomas Heyen
Creative Director Art: Jörg van der Vegte
Senior Art Directors: Tim Blunck, Leo Cucic, Jan-Robert Menz
Executive Client Service Director: Florian Laufenberg
Account Director: Nic Körting
Senior Project Manager: Alexander Reschetnikow
Senior Strategists: Leonie Gahr, Lea Keppler
Senior Copywriters: Jannis Tsikoudis, Noel Kersting
Executive Creative Director Social Media: Natalie Malczuk
Senior Concept Creative Social Media: Svea Lehment
Junior Concept Creative Social Media: Jakob Schönpflug
Junior Social Media Concept Creative: Elsa Schröder
Senior Creator Solutions Manager: Anna Nadler
Senior Social Media Manager: Lukas Lohner
Executive Producer: Dennis Wendt
Senior Producer: Sabrina Davin
Concept Creative Film: Jochen Stuible
Junior Digital Creator: Mika Koschyk
Managing Director: Robert Zitzmann
Executive Creative Director: Alexander Michaelsen
