Adidas and Deichmann decided to implement the new Spring/Summer campaign for testimonials from the football area. For the “Color Your Way” campaign, Europe’s largest shoe retailer and Adidas work with the national player Lena Oberdorf and former international Ilkay Gündogan. Their values make the DFB stars inspiring role models, which not only fit the campaign but also to Deichmann.
Both testimonials – as Dichmann firmly rooted in the Ruhr area – combines passion, determination and authenticity, which makes it perfect examples of realizing personal dreams. Your individual success stories show that there are no fixed rules to achieve your goals. They inspire people of all ages to find the courage to make their own way with confidence. Through their joy in work and belief in themselves, they are role models for many people. In the new campaign of Adidas and Deichmann, the football stars show with a lot of style that success is individual.
“Color your way” combines the brand values of the testimonials and both partners. The inspiring and colorful motto is also reflected in the new collection, which includes various sneaker models of the popular sports brand. These include, for example, the Adidas Grand Court Base 00S and Adidas Barreda. Both models will be available in partly exclusive color combinations, which are only available from Deichmann. As the perfect companion for spring, the products of the new Spring/Summer collection of Adidas X Deichmann make you want to get the coming season.
“At ‘Color Your Way’ we decided not only to play the campaign at the national level, but also to play throughout Europe. While Germany remains the focus market, the campaign is expanded to countries such as England, Italy, Poland and Turkey because of the international relevance of Ilkay Gündogan,” says Danijela Wiese, Head of Partner Brands at Deichmann.
“With ‘Color Your Way’ we show once again how strong our partnership with Adidas is. We are very happy that we have continued to grow together and have managed to win such relevant and well -known personalities for our campaigns. This is marketing at a high level – a campaign that not only sets trends, but also inspires and moves Marina Vogt, Marketing Manager Brands At Deichmann.
The core target group of the campaign includes sporting and self-confident people and is aimed at the age group of 18- to 48-year-olds who value fashion, quality and a good price-performance ratio.
“Color your way” was created in close cooperation between Adidas and Deichmann. On the part of Deichmann, Danijela Wiese, Head of Partner Brands, Drazen Pehar, Head of Brands and Licensing, and Marina Vogt, Marketing Manager Partner Brands, were responsible for the conception and implementation of the campaign. On the part of Adidas, Lisa Piwernetz, Senior Manager WHS Activation, has been responsible for the project. The responsible creative agency and production company is Trxbe GmbH (Maximilian von Helldorff & Erdem Aglar). Directed by Kevin Ferstl. The stills were photographed by Lukas Mengeler. The responsible media agency is a media field.
The Omnichannel campaign runs from March 31 to April 27, 2025 in Germany, England, Italy, Poland and Turkey on TV and at the POS in more than 1,500 stores. It includes the campaign film in different lengths that are tailored to the respective broadcast format, as well as individual online and social media formats. In addition, stills are published for the POS and the online shop. The campaign is also advertised in the Deichmann brochure.