Together with Spongebob, Deichmann relies on maximum community power: At the center of the new campaign around the cheerful sponge from Bikini Bottom is an interactive shoe configurator for adults with which fans can use to design their own sponge bob sneakers.
All participants of the shoe configurator can send their design and thus automatically take part in the competition. With a little luck, you are among the five winners who receive your self-designed sneaker as a real unique- a highlight for all streetwear and pop culture fans.
The spongebob-shoe configurator is aimed at an adult target group and is a supplement to the children’s collection already available at Deichmann, which consists of shoes and accessories in a playful sponge bob look.
Sneaker configurator celebrates its premiere at Gamescom in Cologne
Spongebob, the cult figure from the nickelodeon series of the same name, has been inspired with humor, optimism and creativity since 1999. The iconic figure has long since achieved cult status in international pop culture and inspires fans worldwide with its own original creations-so perfect for a sneaker design project.
The configurator’s premiere takes place live at this year’s Gamescom (20th to 24th of August 2025) in Cologne, the leading trade fair for digital gaming. The sneaker configurator is presented at the paramount stand in Hall H7.1, Stand B051, by Letshugo. The popular gaming and entertainment streamer tests the tool in the live stream directly on site and invites its community to help shape. “With his authentic, humorous way and his close relationship with the community on Twitch and Tiktok, he hits the nerve of the male gene Z and fits very well with our Spongebob-BAMPAGE,” says Matthias Kräling, Head of Social Media International at Deichmann.
The campaign was created in close cooperation between Deichmann and Paramount.