THYSSENKRUPP x ADIDAS
Don’t launch a brand. Make people wear it.
thyssenkrupp had just renewed its brand: new corporate design, new claim, new culture, new promise. The challenge was not simply to communicate it, but to make 158,000 employees around the world feel part of it.
Instead of another expensive manifesto film, we teamed up with one of the world’s most iconic sports brands and created the thyssenkrupp adidas collection.
The campaign put the CEO, board members and employees in the same outfit — staged in an adidas-like visual language rather than classic corporate suits. Less hierarchy, more team spirit. Less boardroom, more locker room.
The new brand promise — engineering. tomorrow. together. — became more than a line. It became something people could put on.
Sold out. Three times.
