After the great success of last year’s “Expect the Unexpected” campaign, Deichmann continues the collaboration with Nike and surprises again with a creative staging that plays with clichéd expectations. This year’s edition focuses on two new faces: musician Brkn and Content Creatorin Laura Wittek. Together they embody the spirit of a generation that does not waste time with conventions.
The campaign tells a story that uses urban Berlin as a pulsating backdrop. Accompanied by Brkn’s hit “Babyduweißst”, the two protagonists navigate through the city, apparently driven by the dynamics of the moment. Laura extends the new Nike Charge-Suede silhouette and thus radiates self-confidence, while BRKN can be seen in the Y2K-inspired Nike V5 RNR-a style that combines retro aesthetics with modern sportiness.
The unexpected twist: While the story is initially based on the typical expectations, they are suddenly broken. Laura moves to the Nike V5 RNR and impresses with powerful moves, while Brkn is on the big stage and with the Nike Charge Suede is an energetic saxophone solo. A metaphor for the courage of the Gen-Z to write their own rules and not to be put in drawers.
“Target groups shaped by individuality cannot be addressed as a homogeneous mass – that is exactly what the new campaign reflects,” says Julian Müscher, Senior Marketing Manager Sports at Deichmann. “With the continuation of ‘Expect the Unexpected’ we show that personal style, performance and individuality go hand in hand. Nike has created two models with the V5 RNR and the Charge Suede that fit perfectly into the versatile living environments of the Gen-Z.”
The “Expect the Unexpected” campaign was in a creative co-concept by Julian Müscher and Saymyname. developed. Responsible for the project on the part of Nike EMEA is Esayas Semere. Saymyname is responsible for the production of the campaign and the styling. with Benjamin Casser-Zech as Lead Producer and Sebastian Mowka as a directing dp. The campaign photographer is Jonas Kaltenkirchen. Dania Douwa and the make -up Anna Ariztegui is responsible for styling.
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“Expect the Unexpected” runs throughout April 28, 2025 for a period of three weeks, is played via social media, digital platforms, digital POS and selected fashion and lifestyle magazines and invites you to inspire yourself by the new Nike silhouettes. The campaign is also extended internationally online in various European countries. MediaPlus Media1 GmbH & Co KG is a media agency for the national campaign.