Zalando Partners with DFB to Elevate Lifestyle and Fashion

In a five-year strategic partnership with DFB, Zalando collaborates with the football club to combine football, lifestyle, and fashion.

The leading lifestyle and fashion platform across Europe, Zalando has declared a long-term strategic alliance with the German Football Federation (DFB) to become the primary partner of the men’s, women’s, and youth clubs until 2030.

The partnership is a step in the direction of the fusion of lifestyle and fashion and sports culture, and Zalando can be considered a leader in the combination of fashion, sport, and community in Germany. The branding of Zalando, through this partnership, will be on all the pre-match and training packages, as well as exclusive media exposure and in-camp content in major tournaments.

James Rothwell, the senior vice president of marketing at Zalando, stated that the joint venture marks the close cultural connection between football and fashion, where the companies should be able to encourage fans to show their own style both on and off the field. The campaign will also involve exclusive interactions with the fans via the Zalando "Plus Zone," where the followers will have unique raffles, tickets, and signed team merchandise.

According to the Chairman of DFB, Holger Blask, this partnership was a dream website, one that perfectly combined innovation, emotion, and creativity, which refers to the common vision of balancing sport, lifestyle and fashion together with digital culture.

This partnership will support Zalando's strategic plan of enhancing its global lifestyle and fashion destination and increasing its influence within the expanding sports and culture market in Europe.