The campaign clubs the brand values of the testimonials and both partners, Deichmann announced. The motto is also reflected in the new collection, which includes various sneaker models of the sports brand. These include, for example, the Adidas Grand Court Base 00S and Adidas Barreda. Both models will be available in partly exclusive color combinations, which are only available from Deichmann.
According to Deichmann, the core target group of the campaign comprises sporty and confident people and is aimed at the age group of 18 to 48-year-olds who value fashion, quality and good price-performance ratio. “At ‘Color Your Way’ we decided not only to play the campaign at the national level, but also to play throughout Europe. While Germany remains the focus market, the campaign is expanded to countries such as England, Italy, Poland and Turkey because of the international relevance of Ilkay Gündogan,” says Danijela Wiese, Head of Partner Brands at Deichmann.
The Omnichannel campaign has been running in Germany, England, Italy, Poland and Turkey on TV and at the POS in more than 1,500 stores since March 31 and until April 27, 2025. It includes the campaign film in different lengths that are tailored to the respective broadcast format, as well as individual online and social media formats. In addition, stills are published for the POS and the online shop. The campaign is also advertised in the Deichmann brochure.
