The Football Capsule is Highlighted in a Campaign Starring German National Team Player Jonathan Tah
As Germany prepares to host the 2024 European Football Championship, Munich-based brand MCM has tapped into the excitement around the event with a special campaign and a new product line.
The brand is known for its connections with renowned football players like Cristiano Ronaldo, Neymar Jr., and Lionel Messi, and has now extended this practice by bringing Jonathan Tah into the fold. MCM tapped the German national player and defender for the Bundesliga champion Bayer Leverkusen to lead its new campaign. Leverkusen has had a remarkable season, remaining undefeated for 48 consecutive games, with Tah playing a pivotal role. The campaign, shot in Düsseldorf by photographer Davit Giorgadze and styled by Christian Stemmler, aims to embody the “Maverick message” that both MCM and Tah represent.
“I create my own reality,” stated Tah, emphasizing his personal and professional ethos. “I know exactly what I am capable of.” His confidence and determination resonate not just with his fans but also align perfectly with MCM’s brand philosophy.
Further celebrating the championship, MCM will release the MCM Euros 2024 Capsule Collection early this summer. The collection includes six pieces that mix luxury with sporting flair, inspired by Munich’s vibrant energy and MCM’s German heritage. The line features a unique football-uniform-inspired outfit and a series of sports-inspired luxury bags, including backpacks and weekenders.
Additionally, MCM will offer a limited edition of six backpacks, each representing the countries of some of the brand’s most notable partnered athletes, including Germany, France, Switzerland, Portugal, Korea, and Brazil. This bespoke range draws inspiration from previous custom designs by MCM and caters to fans from around the globe.
The collection is scheduled to be available both online and in selected stores starting mid-May 2024. To complement the launch, MCM plans various in-store and online activities to engage consumers. These include exclusive match tickets and signed merchandise by Jonathan Tah, adding to the excitement surrounding the tournament and the brand’s involvement.
