adidas DFB
Award: Shortlist
Shortlist / Commerce / Cultural Experience / 2023
Adidas and TikTok positioned the new jersey for the DFB – Germany's football governing body – as a symbol celebrating modern German identity with all its multicultural influence. The project involved a bespoke track by up-and-coming artist Pajel, inspired by modern Germany’s diverse culture. The DFB jerseys were 'accidentally' leaked when Pajel posted a glimpse of his new song, Like Us, in a video from his recording studio, alongside DFB players. The leak was followed by the launch of the official music video, and it was amplified by German creators, who posted videos wearing the jerseys in locations associated with modern German identity.