Zalando and DFB Launch Five-Year Partnership
BERLIN, 6 November 2025 – Zalando, Europe’s top fashion and lifestyle platform, has announced a strategic five-year partnership with DFB, the German national football federation. This collaboration establishes Zalando as a main partner for DFB’s Men's, Women's, and Youth teams until 2030.
About the Partnership
DFB, with over 8 million members, is the world’s largest national sports association. This partnership integrates Zalando deeply into the DFB community and football culture, appealing to both football fans and fashion enthusiasts. It supports Zalando’s strategic aim to grow as a comprehensive lifestyle destination.
Opportunities and Activation
The collaboration grants Zalando exclusive marketing and activation rights, offering unique ways for football fans in Germany and beyond to engage with the brand. Zalando will use these rights to create innovative and exciting experiences for its audience.
Campaign Focus
The partnership kicks off with a campaign highlighting that football is more than just a sport:
"Football is about style and attitude, and how owning that style with confidence creates icons beyond the pitch."
This campaign emphasizes the blend of fashion and sport, reinforcing Zalando’s position at the crossroads of lifestyle and football culture.
Author's summary: Zalando and the German Football Federation unite fashion and football in a five-year partnership, enhancing fan engagement through exclusive campaigns and strategic lifestyle positioning.