• Campaign idea
    • Concept and implementation
    • Tone of voice
    • Communication
    • Online implementation
    • PoS communication
    • Shop window design



The art of the ball: Schuster and Münzinger celebrate the World Cup

Sporthaus Schuster

We set the stage for the 2018 World Cup at the two Munich Sporthaus Schuster stores located on Marienplatz, celebrating the art of football – from the PoS to online.

Football is so much more than the undisputed favourite (spectator) sport: Our campaign idea, „Fußball ist Kunst“ („Football is Art“), pays tribute to the often underestimated complexity of the sport – and the dynamic design reflects the double meaning of the motto: We combined the basic shapes of Russian constructivism with folklore and architectural motifs, as well as the Münzinger colours of red, blue and white – just like the Russian national flag.

„Every World Cup is a huge event for us. We want to experience this emotional event with our customers – this is why we want to bring them into the store.“

Rainer Angstl

Managing Partner, Sporthaus Schuster

A clear, simple design vocabulary further elevates the already striking motifs, featuring historic images from the Münzinger archive. For example, the distinctive key visual shows a classic football as well as the impressive St. Basil’s Cathedral on Moscow’s Red Square. The type is reminiscent of Cyrillic letters.

Common football cheers like “Tooooor”, “Ole Ole” and “Glanzparade” inspire the elation of the fans, along with tongue-in-cheek sayings like “Das Runde muss ins Eckige” (“The round thing needs to go in the rectangular thing”) or “Ein Spiel dauert 90 Minuten” (“A match lasts 90 minutes”).

Want to learn more?

More interesting projects

Euro 2016 campaign

Sporthaus Schuster

Off to everyday adventures

Sporthaus Schuster