Zalando and DFB kick off a five-year partnership, uniting football, fashion, and lifestyle.

With over 8 million memberships, DFB is the largest national sports association in the world. Anchoring the brand in the DFB universe and the football culture, the partnership will resonate with fans of football and style among new and existing Zalando customers and cement its position at the intersection of sport and fashion. It marks a major milestone for Zalando’s strategic goal of further expanding as a lifestyle destination.

The comprehensive partnership with DFB grants Zalando a wide range of exclusive marketing and activation rights, creating exciting opportunities for football enthusiasts in Germany and beyond to connect with Zalando. Key elements include:

Prominent branding: Zalando's logo will be featured on all pre-match and training kits for DFB’s Men's, Women's, and Youth teams.
Extensive media presence: The partnership includes a full suite of marketing rights, such as significant stadium LED board visibility, cam carpets, media backdrop branding, and a strong integrated social media presence.
Exclusive activations: Zalando will host a unique, in-camp studio during all major tournaments, creating exclusive behind-the-scenes content for Zalando customers. Zalando Plus customers in Germany will get exclusive access to raffles of tickets and gear.

The partnership is introduced through a dedicated campaign, showcasing that football is about more than just the game; it's about style and attitude, and how owning that style with confidence creates icons beyond the pitch. The campaign references DFB legends and their memorable looks and performances, including Franz Beckenbauer's legendary collar and Berti Vogts’ oversized fits - proof that style has always been integral to success.

The campaign not only looks back at the fashion heritage of the last decades but to a new age of style makers and star players such as Florian Wirtz, Joshua Kimmich and Karim Adeyemi.

The partnership underpins Zalando's ambition to further expand as a lifestyle destination, moving beyond a generalist offering to provide a curated, high-performance experience. In the last few years, Zalando has significantly expanded its expertise in key areas like football, running and cycling, onboarding technical assortment, unveiling dedicated onsite experiences for customers for different sport types and authentically embedding the Zalando brand in sports culture through supporting major sporting events in Europe.

The new German national team kit, based on the legendary 1990 shirt which saw Germany claim its third World Cup title, has a retro style that evokes nostalgia and acts as a reminder of past victories. The kit, as well as the full new DFB assortment, is available to purchase on Zalando.

Few things unite people like football — and even fewer brands get to be part of that passion. Our partnership with the DFB isn’t just about presence. It’s about celebrating the game that brings millions of people together. James Rothwell, Senior Vice President Marketing at Zalando, says it best:

“ “Very few things capture the imagination of the nation like football.” ”

This one's for the football fans.

For the style icons.

For everyone who lives and breathes the beautiful game.