Creative direction — Zalando — Directed by Onda
Everyone knows football gets styling cues from fashion. We can prove the stealing goes both ways. Partners in style.
I sent this film to my brazilian (football obsessed) family without subtitles in a language they don't speak. They got it. Zalando's announcement as main official DFB sponsor, men's, women's, all the leagues, needed a position that felt true to the brand: not the authority on the game, the authority on style. The archival research is where it clicked. The colors that got criticized and then loved as iconic a season later. The hairstyles. The moments where football style pushed further than fashion was ready for, and the times football borrowed back. Fashion and football have been in this conversation for decades and we wove those threads into a packed launch film. Partners in Style. Aparently the most viewed Zalando video to date.
The film layers present footage with archival material, collages, mixed media, stills, all handled by Onda, a director whose natural mode is exactly this kind of mixing. If the argument is that style and football have been in intimate dialogue for decades, the film itself had to collapse that timeline. Each archival moment earned its place, not for nostalgia, but for evidence and stitching. That positioning, Zalando as the partner in style and not football authority, became the foundation for everything we've built in the sport since.
Creative Direction
Julie Maillard, Tosca Rundholz
Director
Onda
Photographer
Marius Knieling
Styling
Lawrie Abei
Talent
The german national team 2025
Client
Zalando
Creative Agency
Jung von Matt Hamburg