adidas FC Bayern Third Kit Campaign FW19


The third FC Bayern jersey of the 19/20 season was to be communicated as part of the adidas "Dare To Create“ campaign. The aim was to develop a copy that takes up the "Creators Only" approach and has a reference to the Champions League theme. The design elements of the jersey were to be reflected in the key visual as digital craft effects.


The third jersey is dedicated to the glory of the greatest chapter in European football. The basis for our creative work was the product design: A dark blue base with an integrated, reflective diamond pattern and red details. Just like at the night games in the Champions League, darkness and light meet. This contrast is also taken up in the copy with "If You Light The Night". 

In our photography, the light theme was implemented with a combination of flash, long exposure of analogue film effects. The background is a representative light map of FC Bayern fans all over the world. The copy picks up the red details of the jersey design and the light stripes of the photography. The Hero Video dives into these aspects again. 

The campaign was activated via all relevant channels. All content was produced by us in Munich. The production included both 2D and 3D content. The post-production of the 2D content was done "in-house", the 3D post-production was realized with selected partners. The finished content pieces were optimized for publication on the relevant channels. Specially designed 2D and 3D tools including rollout copies were created and published for the various brand Instagram channels. All ECOM pages of the collection on adidas.com were designed and implemented by us. This included the design of all components for the category, product and gender-specific pages as well as app and newsletter including all corresponding copy. 

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 Munich


FC Bayern Third Kit Campaign FW19


Video Production
Digital Publishing
Social Media
Merchandising Design