Ahead of the EURO 2024 German football is in the middle of a crisis: The national Team’s poor performance, poor results and the poor mood of the fans are crushing any euphoria about the first big football tournament at home since 2006. The typical German love of football has seemingly disappeared.

As a German brand and DFB partner, adidas therefore set itself a bold goal for the home European Championship: to re-ignite the love of football through the launch of the new DFB jerseys. But how does a piece of fabric become a feeling?

Our task: We had to find an idea, that would turn a simple piece of fabric into a symbol for the new German vibe that could reignite the love for football in the country and make everyone excited for the EURO 2024.

We not only wanted to show what’s typical German, we also wanted to make people hear something that’s considered typically German. While many brands lean into popular tracks and especially hip hop, we convinced adidas to modernize a 40-year-old song to address Gen-Z in particular.

„Major Tom“ by Peter Schilling was a hit in 1982. Not only in Germany, but around the world. It’s an evergreen that puts a smile on your face as soon as you hear the first notes. And that’s exactly the optimistic mood we wanted to spread. Alongside its optimistic lyrics of zero gravity, we felt this is the perfect match that just had to be tailored to the scenes of the film.