adidas Originals X FC Bayern Munich
The Challenge
How do we make a traditionally ‘dull’ brand like Bayern (and the kit) into both a celebration of the club’s golden years but in an authentic, cool, and audacious way that connects with a new generation?
The Shift
This kit is not about then or now. It’s a cross-generational symbol of enviable confidence.
We needed to create a bold campaign respecting Bayern’s tradition and heritage, inherent to the design of the products while making it as progressive as possible and on par, if not better perceived than other adidas A-Club x Originals ranges, for its “coolness” effect and pride of belonging. Showcase the proud superfan and welcome newer and younger fans.
The Result
adidas’ new Originals collaboration with Bayern recreated the iconic 1974 shirt that was the birth of the modern Bayern and its iconic status as a winning machine.
We launched a multi-media campaign that brings together different generations, ethnicities and genders of Bayern fans to show their unique style, confidence and swagger. All at Tantris, the famous Munich restaurant that embodies the effortless cool, confidence and quality of Bayern.
