Our strategy was built around the idea of true co-creation. Dennis was involved in the development of the product itself, helping to shape a limited edition that reflected his personal preferences and identity. This gave the partnership credibility from the very beginning and allowed us to tell a story that went far beyond a classic testimonial campaign.

The communication was led by two high-end cinematic hero films in which Dennis introduced the edition in his own distinctive style. Rather than relying on conventional product advertising, the films combined premium storytelling, entertainment and personality. They positioned the collaboration as a cultural event and created a visual world that felt unmistakably connected to Dennis.

The hero content was adapted and distributed across television, digital platforms and social media. Additional campaign assets extended the story across out-of-home placements, retail environments and point-of-sale communication. Large-scale displays created visibility directly at the moment of purchase, while strong nationwide listings ensured that the product was not only highly desirable, but also widely available. A dedicated Lidl promotion further expanded the edition’s retail presence.

The campaign officially entered the industry spotlight at ISM in Cologne. From the moment the product was presented, it generated significant interest among retailers, partners, media and visitors—providing an early indication of the demand that would follow.

To turn attention into active participation, we connected the launch to a large-scale consumer giveaway. Anyone who purchased the Dennis Schröder x Katjes edition and uploaded their receipt had the opportunity to win exclusive prizes connected directly to Dennis. These included signed basketballs, jerseys, sneakers and limited-edition product boxes.

This mechanic gave consumers an additional reason to purchase the product while creating a direct connection between the retail experience and Dennis’s world. Signed items and community activations added emotional value that could not be recreated through traditional advertising alone.

A major seeding campaign amplified the launch organically. We created 150 individually numbered collector’s boxes, each marked as one of only 150 editions. These boxes were never made available for general sale. They were sent exclusively to Dennis’s family and a carefully selected network of athletes, artists, entertainers and creators.

Among the recipients were Florian Wirtz, Said El Mala, Jonathan Tah, David Alaba, Deniz Undav, Kai Pflaume, Pietro Lombardi, Arda Saatci, Abu Goku, Riton and many more. Their social posts introduced the product to a wide range of communities across sports, entertainment, music and digital culture.

Instead of relying solely on paid distribution, the seeding strategy created a wave of genuine excitement around the collaboration. The limited availability of the boxes made them highly desirable, while the relevance of the recipients generated enormous organic visibility across social media.