With “Made for the Spotlight”, DEICHMANN and adidas are bringing the spring/summer 2026 collection to the big stage in Germany and Switzerland. From March 30th The co-branded campaign will be played out via TV, online video, POS, social media, e-shop and newsletter until April 26, 2026 and will be accompanied by PR measures. The focus is on adidas comfort sneakers, court models and Y2K-inspired lifestyle running styles for men and women – strong brand quality at the best price at DEICHMANN.
DEICHMANN and adidas are continuing their partnership with a collection that combines the tried and tested with the contemporary. In addition to new models, there are iconic classics that have shaped sport and street style for years and are now coming into focus again. “Made for the Spotlight” shows adidas at DEICHMANN in a selection that naturally brings together sporting origins and fashion standards.
“The partnership with adidas underlines our claim to translate strong brands into an accessible offering. A large selection, current styles and a clear price promise go together at DEICHMANN,” says Lukas Kaiser, Vice President Marketing at DEICHMANN.
“Made for the Spotlight” consistently puts the adidas sneakers at the center of attention at DEICHMANN – worn by two strong personalities: Thomas Müller and Laura Wontorra, known from sporting events and the media. The campaign shows her from a different perspective: backstage, on the way into the spotlight.
“Thomas and Laura combine individual style with personality – and thus make the entire diversity of adidas at DEICHMANN visible: from timeless classics to Y2K styles,” explains Marcel Nawrath, Head of Global Creation and Brand Management / Executive Creative Director at DEICHMANN.
The spotlight is not only on the testimonials, but above all on the styles. The campaign film uses humor and self-irony to show the collection from an unusual perspective. A running gag around Thomas Müller’s “Did you know…?” questions leads through the plot and brings the products into focus in an entertaining and surprising way.
“For me, sport and fashion are not mutually exclusive – on the contrary. Football stands for emotion, energy and personality, and that’s exactly what fashion can convey. For me, sneakers in particular are the perfect interface between both worlds,” says Laura Wontorra.
Thomas Müller adds: “Fashion is an exciting field for me to set accents outside of football. I like to try things out and try to be a little edgy sometimes.”
The campaign stills take up the idea and show Thomas Müller and Laura Wontorra in adidas hero looks – reduced, self-confident and approachable. The staging remains clear and focused on the styles.
