Zalando unveils a comprehensive partnership with the German Football Association, featuring dominant Zalando branding across all DFB teams’ pre-match and training kits and extensive media presence—from stadium LEDs and cam carpets to social media integration and exclusive in-camp studio activations during major tournaments.

Senior Zalando marketing chief James Rothwell and DFB chairman Holger Blask cast the alliance as a blend of tradition and innovation, linking sport, lifestyle, and digital culture.

On the same day, Bundestrainer Julian Nagelsmann is set to name the squad for the remaining 2026 World Cup qualifiers, with attention on potential inclusions such as Lennart Karl.

Zalando announces a retro-inspired DFB kit based on the 1990 World Cup shirt, now available for purchase on the platform.

The new DFB kit launch on Zalando includes a full assortment and a direct purchasing link, highlighting the homage to the 1990 design.

Zalando commits to continuously updating its Plus Zone with exclusive opportunities and reveals more elements of the partnership in 2026.

The company signals additional, not-yet-unveiled components planned for 2026, aiming to grow sports-focused offerings and experiences on its platform.

Plus members will gain exclusive access to raffles for Germany vs Slovakia tickets and five signed World Cup kit jerseys, with specific application windows in November.

Germany-based Plus members receive early access to raffles for match tickets and gear during the launch period.

Raffle windows open for Plus members include 6–10 November for tickets to the Germany–Slovakia match and 11–18 November for the signed jerseys.

The deal strengthens the DFB’s sponsorship portfolio in a competitive market, supporting financial goals and federation independence through diversified revenue streams.

The Zalando partnership comes amid a wave of DFB deals, including Nike taking over kit supply in 2027 and collaborations with Google, Klarna, and TikTok, signaling a shift toward a more digital, modern branding strategy.

Zalando seeks to position itself as a lifestyle destination through sport-focused experiences, expanding into football, running, and cycling via authentic sports culture sponsorships.

The collaboration aims to place Zalando at the crossroads of sport and fashion, with exclusive marketing rights and activations to reinforce its lifestyle platform.

A dedicated campaign frames football as a fusion of style and attitude, highlighting legends and stars like Florian Wirtz, Joshua Kimmich, and Karim Adeyemi.

James Rothwell emphasizes football and fashion’s cultural importance in Germany and the plan to engage fans by leveraging sports audiences and content experiences.