MCM's Newest Maverick: Jonathan Tah Takes the Spotlight

MCM's Euro 2024 Capsule Collection Featuring Jonathan Tah

At Mative, we are thrilled to have facilitated the launch of MCM’s Euro 2024 Capsule Collection, featuring the dynamic footballer Jonathan Tah. As he gears up to represent Germany in the 2024 Euro football tournament, Tah perfectly embodies the Maverick spirit with his powerful mantra, “Nobody can outwork me.”

Jonathan Tah’s precision, style, and unyielding drive make him the ideal face for MCM’s collection. This capsule includes a range of sporty yet sophisticated apparel and bags in MCM’s signature black and cognac Visetos, crafted to elevate the fan experience. 
Highlights of the collection include six special-edition national team Stark Backpacks, inspired by the ones that brought luck to top players from Germany, France, Switzerland, Portugal, Korea, and Brazil. These exclusive backpacks are available only in Europe. Additionally, the capsule features 200 limited-edition MCM footballs, making it a truly unique and collectible series globally.

We at Mative are proud to have been part of this exciting collaboration. Celebrate the Maverick spirit with MCM’s Euro 2024 Capsule Collection 

At Mative, we connect brands and icons to create impactful campaigns

CHALLENGE

Finding the Perfect Fit for MCM’s Euro 2024 Capsule Collection

In crafting the Euro 2024 Capsule Collection campaign, the challenge was clear: to find the perfect ambassador who not only aligns with MCM’s brand but also embodies its essence, especially within the realm of football. MCM, a brand deeply rooted in the football world, has been favored by superstars like Cristiano Ronaldo and Neymar. Therefore, it was crucial to find a true Maverick, a proven champion who resonates with both the sport and the brand’s values.

Jonathan Tah was the ideal choice. His relentless drive, proven track record, and unwavering commitment to excellence make him a true Maverick. Tah’s presence in the campaign perfectly reflects MCM’s dedication to both style and sport, making him the ultimate representative for the Euro 2024 Capsule Collection.

STRATEGY

A Multi-Channel Campaign with Jonathan Tah.

To launch MCM’s Euro 2024 Capsule Collection with Jonathan Tah, we employed a cross-media strategy to maximize reach and engagement. Tah was featured across MCM stores with immersive displays and exclusive events, capturing customer attention. Out-of-home (OOH) advertising placed his visuals in high-visibility urban areas, while social media and digital platforms showcased engaging content, including behind-the-scenes footage and live Q&A sessions. Collaborations with influencers and interactive AR content further expanded the campaign’s reach.

Print ads in leading magazines like Vogue and GQ highlighted the collection’s blend of fashion and sport. Features on platforms like Hypebeast targeted key audiences effectively. We kicked off the campaign with a Euro 2024 Ticket Giveaway, driving excitement and widespread participation.

At Mative, we seamlessly connected Jonathan Tah and MCM’s Euro 2024 Capsule Collection with diverse audiences, celebrating the Maverick spirit and creating a memorable campaign.

RESULTS

Boosting Lebara Plans with Strategic Social Media Mastery and Impactful Influencer Collaborations

The launch of MCM’s Euro 2024 Capsule Collection with Jonathan Tah was a resounding success. Our multi-channel strategy achieved impressive results, highlighting the effectiveness of our approach and the strong connection between the brand, the collection, and the audience.

High Reach: The campaign reached a broad and diverse audience across all platforms. MCM stores, urban billboards, digital media, and social channels effectively spread the campaign’s message far and wide.

Significant Social Media Buzz: The campaign generated substantial excitement and engagement on social media. Fans and followers actively participated, sharing content, engaging in discussions, and amplifying the campaign’s reach through their own networks

Strong Engagement: Interactive elements, such as behind-the-scenes content and augmented reality features, along with influencer partnerships, drove deep and meaningful engagement. This connection reinforced the Maverick spirit and resonated with both fashion enthusiasts and sports fans.

Successful Euro 2024 Ticket Giveaway: The kickoff giveaway of Euro 2024 tickets created a significant buzz, with high participation rates that boosted initial engagement and excitement around the campaign.

At Mative, our strategic execution ensured that MCM’s Euro 2024 Capsule Collection with Jonathan Tah not only reached but deeply engaged its target audience, celebrating the Maverick spirit and making a lasting impact.

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