--- title: "adidas \"adidas celebrates 125 years of DFB\" | 8th Hashtag Sports Awards" description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/wzkzGAZE-OBnDGoNPXN-file.jpg --- adidas "adidas celebrates 125 years of DFB" | 8th Hashtag Sports Awards [The 8th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2026?hsLang=en) # adidas "adidas celebrates 125 years of DFB" [Jung von Matt](https://www.jvm.com) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fadidas-adidas-celebrates-125-years-of-dfb) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fadidas-adidas-celebrates-125-years-of-dfb&text=adidas+%22adidas+celebrates+125+years+of+DFB%22+%7C+8th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2026%2Fadidas-adidas-celebrates-125-years-of-dfb) ABOUT THIS ENTRY To launch adidas’ 125 Years of DFB anniversary jersey, we turned a product drop into football mythology— revealing the shirt as “made from the fabric of legends.” In a cinematic launch film, German football icons like Rudi Völler, Thomas Müller, Manuel Neuer and Nia Künzer craft the from a fictional, secret archive of German football jerseys, passing its champion spirit to the next generation of German football stars represented by Florian Wirtz and Jule Brand.  ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/wzkzGAZE-OBnDGoNPXN-file.jpg?width=1920&height=1080&name=wzkzGAZE-OBnDGoNPXN-file.jpg) How does this represent "Excellence in Engagement"? The engagement was +63% vs. target. This marks a Top5 social media performance amongst all communication targets for adidas for the year. It worked especially well by triggering engagement from three different generations of fans: The GenZ audience loved to see itself represented by young stars, while the older generations reacted greatly to seeing their favorites in Müller and Neuer who were Germany’s biggest football stars during the first two decades of the 2000s. Lastly, even the Boomers and Gen X generations reacted positively to making 1990ies World Cup Champ Rudi Völler a main protagonist. We believe, that it could be especially inspiring to the industry by shifting the use of sports stars from merely showcasing their sports talent to giving them a character role in a storytelling film with a fictional drama plot - we’d love to see more of this in the future from other brands and their stars.  Objective To celebrate the launch of its 125 years of DFB anniversary jersey, adidas asked for a memorable campaign that tapped deep into the shared legacy of adidas and the German Football Federation. The classic white 125 years anniversary jersey represents Germany’s white home jerseys over the years - it’s the archetypal German soccer jersey.  While this jersey was made as an homage to the German Federation’s incredible success in its own right, the main objective was to create hype around the launch and boost sales.  Strategy & Execution For us, the anniversary jersey represents all of the adidas national team jerseys that came before it in the past 70 years, along with all the players that had the honor to wear one in their German national team appearances and the glorious triumphs they achieved while wearing it.  Metaphorically speaking, the anniversary jersey is made from the fabric of legends. In our launch film, we show the fictitious creation of the jersey at a mysterious headquarter where former German national team legends are employed: Rudi Völler, Thomas Müller, Manuel Neuer and Nia Künze.  Thomas Müller is in charge of the anniversary jersey „recipe“, which he totally is not just making up on the fly – and of course the anniversary jersey has to feature a bunch of European, Olympic and World Champions‘ moxie in it. In the end, the current generation of players represented by Jule Brand and Florian Wirtz are picking up their new in-game jerseys.   ** Nominations ** - Best Advertisement: 61 Sec and Over **Organizations** - adidas - Jung von Matt - Sweetspot Film GmbH **Links** - [  YouTube ](https://www.youtube.com/watch?v=ydp6TASRTAg) **Featured** - Rudi Völler - Thomas Müller - Manuel Neuer - Nia Künzer - Jule Brand - Florian Wirtz **Credits** **[ Robert Zitzmann](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Managing Director Jung von Matt **[ Katja Kraus](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Managing Director Jung von Matt **[ Ronnie Patt](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Executive Creative Director Jung von Matt **[ Alexander Michaelsen](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Executive Creative Director Jung von Matt **[ Robert Weider](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Creative Director Art Jung von Matt **[ Lars Grübler](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Creative Director Copy Jung von Matt **[ Benjamin Krause](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Art Director Jung von Matt **[ Mark Bennett](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Art Director Jung von Matt **[ Ralf Bierhenke](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Art Director Professional Jung von Matt **[ Irakli Asatiani](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Copywriter Jung von Matt **[ Eva Backes](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Client Service Director Jung von Matt **[ Peer Scholmann](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Account Manager Jung von Matt **[ Josephine Neblung](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Junior Account Manager Jung von Matt **[ Johannes Haverkamp](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Head of Creative Services Jung von Matt **[ Elisa Stieger](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Senior Producer Jung von Matt **[ Malte Rehde](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Principal Production Jung von Matt **[ Frank Kirchhoff](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Senior Retouch Artist Jung von Matt **[ Thomas Thiessen](https://www.hashtagsports.com/awards/shortlist-2026/www.jvm.com?hsLang=en) ** Senior DTP Operator Jung von Matt **[ Sinan Sevinc](https://thesweetspot.co) ** Director Sweetspot Film GmbH **[ Felix Antretter](https://thesweetspot.co) ** Executive Producer Sweetspot Film GmbH **[ Finn Kalk](https://thesweetspot.co) ** Producer Sweetspot Film GmbH **[ Kea Lange](https://thesweetspot.co) ** Assistant Producer Sweetspot Film GmbH **[ Marius Knieling](https://thesweetspot.co) ** Photographer Sweetspot Film GmbH **[ Christina Mammes](https://thesweetspot.co) ** Production Designer Sweetspot Film GmbH **[ Nik Kohler](https://thesweetspot.co) ** Editor Sweetspot Film GmbH **[ Connor Coolbear](https://thesweetspot.co) ** Grading Sweetspot Film GmbH **[ Alexander David Wolf](https://thesweetspot.co) ** Music Sweetspot Film GmbH #### INSPIRED TO ENTER WORK? 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