In the new back-to-school campaign, Deichmann celebrates the beginning of school as a moment of departure. Europe’s largest shoe retailer presents its range of strong sports brands such as Nike, Adidas, Puma and Fila and brings a breath of fresh air into the classroom with a cinematic storytelling. From July 28 to September 14, 2025, the campaign will be played on TV, OLV, Social Media, in the online shop, at the POS and via newsletter and accompanied by PR measures.
At the center of the campaign are sneakers and accessories for kids, teens and young adults. Hero-Brand is Nike, flanked by Adidas, Puma and Fila. The range includes current trend sneakers and non-marking indoor shoes as well as suitable backpacks, bags and caps-everything for a cool and at the same time affordable school start.
High school aesthetics full of energy
Under the campaign motto “New Beginning”, Deichmann celebrates the magic of the first day of school after the summer vacation. The campaign film stages this moment, inspired by the iconic high school films of the zero years. Retro-inspired colors, slow motion, motion blur: the aesthetics appear familiar, at the same time modern and energetic. First an empty hallway. Absolute silence. Then – a beat, apparently casual sounds such as the striking of lockers, hall ends and squeaking sneakers merge into a powerful soundtrack. A wave of energy is created from the first movement when opening the school door.
“School is more than one place, it is a stage, meeting point, and playing field at the same time. The first school day after the summer holidays is the beginning of something big-we are honoring and celebrating in the new back-to-school campaign and presenting the right products with Nike & Co.,” explains Marcel Nawrath, Head of Global Creation and Brand Management at Deichmann.
Target group: fashion -conscious kids, teens and young adults
The cast puts personality and authenticity in the foreground and addresses a cosmopolitan, fashion -savvy target group. “Back to School” is aimed at household-leavers with children and adolescents in school age as well as young adults with an active, authentic lifestyle that value fashion, quality and good price-performance ratio.
“With Back to School, we combine fashionable energy, creative staging and a clear claim: Deichmann makes the start of school stylish – and affordable for everyone,” adds Lukas Kaiser, Vice President Global Brand Competence Center at Deichmann.
The appearance includes a 125S Long Edit, 20-second pre-rolls, individual social media snippets as well as campaign breasts for print, online shop and instore TV.
Creative implementation in -house realized
The campaign was again created in -house under the creative direction of Marcel Nawrath, Head of Global Creation and Brand Management and Executive Creative Director.