Activation for the launch of the new home jersey

To accompany the launch of the new home jersey of FC Bayern München, we sent a seeding box to selected players, board members, and influencers. The packaging design was kept in low-key matt black. A diamond pattern was hinted at on the exterior and continued on an insert inside the box. The box contained the jersey, Beats by Dre headphones, and an Apple Music card.

Diamonds on the chest with three stripes next to it: an iconic combination. For more than 50 years, adidas and FC Bayern have been in successful partnership. Since winter 2015, we have been part of that team and support FC Bayern as the lead agency for campaigns and 360°brand activation.


adidas FC Bayern München


360° Campaign


Direct marketing
Packaging design

FC Bayern Munich's Seeding-Boxes 2017