The US fashion brand Guess Jeans and the football club Borussia Dortmund are expanding their partnership, which has existed since the summer.
“This expansion focuses on sustainable fashion and creating innovative experiences for BVB fans,” the clothing provider announced on Thursday. “After the successful collaboration in the form of a denim outfit for Borussia Dortmund players during the Club World Cup last summer, both partners are now looking forward to even more intensive cooperation and exciting new projects.”
As part of the new agreement, the brand will continue to support the club as an “exclusive ‘Denim Lifestyle Partner'”. At the same time, BVB professionals will act as brand ambassadors for the label. The collaboration therefore offers both partners opportunities to sharpen their profile and address additional target groups: “With this collaboration, the association continues its modern orientation and strengthens its position as a global, future-proof brand, while Guess Jeans proves its innovation leadership in the denim segment and opens up new vertical markets,” explained the fashion company.
Nicolai Marciano, Chief New Business Development Officer at Guess Jeans, explained the background to the partnership. “Our collaboration with Borussia Dortmund is much more than just sponsorship; it is a symbiosis of two strong brands that inspire each other and open up new market potential,” he explained in a statement. “We are convinced that we are not only entering into a unique partnership, but also strengthening our brand identity in the sports lifestyle sector.”
The partnership is “a prime example of how to reach relevant target groups in the 21st century, strengthen local communities and at the same time achieve global relevance in the field of sports,” said Marciano. “This is clever brand management with a lasting impact.”
Benedikt Scholz, Director of Internationalization & Commercial Partnerships and Managing Director of BVB Fußballakademie GmbH, also praised the collaboration. “We see Guess Jeans as a strong partner who will significantly strengthen our global attractiveness in the fashion and denim segment,” he emphasized. “The diverse activation campaigns surrounding the FIFA Club World Cup are excellent examples of how we can make the partnership tangible beyond just sport – a real win-win situation for both sides.”