DEICHMANN is using the 2026 Football World Cup to further sharpen its position in the sports segment and is relying on a clearly orchestrated interaction of retail, social and creator marketing. The focus is on the “adidas World Cup 2026” campaign, which activates a capsule collection with some exclusive items specifically along the customer journey.
Two weeks before the start of the tournament, Europe’s largest shoe retailer is launching a 24-piece collection together with adidas – consisting of sneakers, slides and accessories for the whole family. Sports presenter Laura Wontorra acts as the visible campaign face and stages the collection across channels.
Omnichannel as a consistent activation model
The heart of the campaign is a closely interlinked omnichannel logic: from the attention-grabbing entry via social media to direct conversion in the store or online shop, the entire customer journey is consistently implemented.
While shop window displays and POS materials ensure visibility in stationary retail, DEICHMANN extends the campaign specifically to the relevant target groups via digital channels. The aim is to bring inspiration and purchasing impulses together as closely as possible.
Creator strategy as a reach engine
A central lever is the use of content creators: ten sports-loving influencers, selected based on clearly defined brand fit and football affinity, such as Jannik Singpiel, accompany the campaign with unboxing content on TikTok and Instagram.
With this approach, DEICHMANN consciously relies on authentic product presentation instead of classic advertising logic. Co-creator posts extend the campaign organically and ensure direct traffic effects towards the online shop.
Football as emotional access for the broad target group
In terms of content, the campaign deliberately positions itself not just as a classic football collection, but as an everyday look around the topic of fan culture.
The collection combines sporty elements with fashionable approaches and thus addresses a broad target group – from stadium visits to public viewing in a family context.
“For us, adidas is a strategic partner brand with high relevance for our customers. Together we set trends with our sports collections and make them accessible to a broad target group,” says Danijela Wiese, Head of Partner Brands and Licensing.
Laura Wontorra also contributes to this positioning: “I like the combination of style and fan culture in the collection. I also think it’s great that the models also fit a family-friendly budget.”
Campaign playout and availability
The 21 campaign motifs will be played out across channels via POS and digital media from May 25th to June 28th, 2026.
The adidas Capsule Collection will be available from May 25th in selected DEICHMANN stores and in the online shop. Prices range between 11.99 euros and 84.99 euros.
