In November 2009 the new kit for the German national football team for the World Cup in SouthAfrica 2010 launched.Having centred the DFB communication in classical ATL channels in the past, Adidas were now looking for a cutting edge approach with a web-based centrepiece. The main objective was to create hype around the team and its new jersey, and in the long run, anchor Adidas as the leading football brand in Germany.The campaign, targeted towards German football fans, is driven by the idea of team spirit, the fun of the game and the design of the new DFB jersey.