Zalando brings football and fashion together this summer
Zalando brings football and fashion together this summer
With a massive summer of football just kicking off, we are bringing sport and style together to give fans new ways to celebrate.
With a massive summer of football just kicking off, we are bringing sport and style together to give fans new ways to celebrate.
Football shapes how people connect and experience community across Europe. By partnering with major organisations – like the German Football Association (DFB) and the Royal Belgian Football Association (RBFA), we are present in the moments that matter most to fans. Blending style, sport and culture helps us engage new audiences and deepen our connection with our existing customers.
Here is a look at the marketing and promotional activities we are rolling out this summer to celebrate local football culture:
- Inspiring local campaigns: In Germany, our “Sowas von ready” campaign highlights the anticipation and preparation rituals before kickoff. In Belgium, “The Devil is in all of us” (a clear reference to the team’s name Belgian Red Devils) unites football icons to celebrate the inner drive of both players and fans.
- The “90+” digital hub: We launched the “90+” fan zone on the Zalando app and website to serve as a central digital destination for football enthusiasts. The hub offers daily original content, interactive live polls, countdowns to collection drops and curated matchday looks.
- Exclusive content: At the “90+” fan zone, we feature exclusive video series with the German and Belgian men’s national teams during their preparations at home and the USA.
- Physical fan experiences: Partnering with adidas, we opened “The Yard” at the adidas Sports Base in Berlin. This free event space features public viewings, a barber shop, a tattoo corner and merchandise customisation stations.
- Matchday style: We introduced the “Zalando Arrival Moment” at the RBFA’s national training centre, turning the players’ walk to the locker room into a runway for their personal style. Their looks are featured on Zalando and inspire customers with authentic outfits from their favorite players. We also expanded our digital offerings with new jersey personalisation options.
In our latest exclusive video, James Rothwell, SVP Marketing, and Nina Graf-Vlachy, GM Sports, discuss Zalando’s strategic vision as well as their personal plans for the summer of football. Watch the full interview to hear more about our journey into sports and lifestyle.