With this innovative campaign, we kicked off the partnership of hair styling brand GARD with Borussia Dortmund for the DFL Supercup and the first home game of BVB in the 2017/2018 season. The traditional, Zittau-based company fit GmbH took two specially-created BVB licensed products under the GARD brand to market; ‘STYLE PASS’ hair gel and ‘STYLE PASS’ hair spray appeal to football fans and styling experts alike.
We provided the sponsoring consulting, from the concept to execution and evaluation. We also oversaw the events and managed communication and social media channels.
This partnership helps GARD build up its national brand presence while maintaining its links to its home region. At its Zittau headquarters, GARD and BVB invited 80 boys and girls to take part in professional training with BVB coaches. The young talents were chosen from the region through
a media collaboration with the regional station MDR. The campaign was a big success, and will