WE ARE FOOTBALL
Image Campaign to celebrate the European Championship 2024. Pushing sales and a strong message across all media touchpoints: Celebrating unity and passion.
SCOPE
Concept
Photo & Video Production
Retail Media
Online Shop
OOH
Reels & Paid Media
MY ROLE
Concept
Creative Direction
Set Direction
Design & Supervision
What it’s about:
Throughout the EC 2024, SportScheck became THE No. 1 multibrand retailer for football jerseys, both online and in-store. Present in 8 of the 11 host cities and main partner of Adidas, we were able to offer jerseys for all 24 nations. We recognized that our customer base would be more international, which also means it is our duty to spread a strong message: Welcome everyone, who value character over origin.
No to discrimination, yes to equality and unity,
yes to celebrating a sport we are all passionate about!
Young design talent Svenja Woltmann, who previously worked for Closed and Acne Studios, stepped in to create a unique patchwork jersey for us, made from old jerseys of all 24 participating countries.
To visually underline our message, Svenja ensured that all countries were equally represented, sticking to an easily recognizable silhouette and highlighting our message on both sides of the shirt.
The Campaign:
Focusing on the younger generation and representing both male and female fans, we ensured that our styling and model cast were well-matched. In line with our message, we emphasized a mood of celebration, happiness, and pride.
The campaign was launched 360° across all touchpoints, directing customers to our online shop or in-store football section (which was hard to miss). We effectively positioned ourselves as the top retailer for finding your jersey, and this strategy paid off—we significantly exceeded sales expectations.
INSTORE SETUP
PAID ASSETS
MEDIA OUTROLL
PREV: COLLAB NIKLAS & DAVID
We brought the pedal to the metal with our social media rollout, in collaboration with Adidas and creators Niklas & David. But that’s a social story, which you can find here:
CREDITSConcept Partner & Text: Jana Hollmann
Projekt Management: Julia Fröhlich
Photo & Video: Niklas Niessner
Editing: Alexander Walter
Styling: Andrea Tzelepides
Hair Makeup: Julia Bachmayer
Formats: Michael Collins Rocks, Pioneers
MORE TO DISCOVER