/
Zalando Germany - Light Up Street Football, Berlin
WHAT:
Zalando Germany — Light Up Street Football Event
WHEN:
2024
WHO:
Creative Director of Concept
at Kemmler Kemmler
HOW:
For Zalando Germany, a concept was developed for Light Up — a series of street-football-meets-fashion events designed to celebrate grassroots football culture and community through play, light and shared experience. The idea centred on increasing visibility and access for urban pitches, framing more streetlights as both a physical enabler of after-dark play and a symbolic catalyst for community connection and cultural expression.
The series kicked off in Berlin ahead of the 2024 Euros, transforming industrial urban spaces into illuminated arenas where local grassroots teams competed in after-hours football tournaments under floodlights and LED tubes, bringing a heightened sense of spectacle and energy to the game. The event also featured DJ sets, food vendors and a pop-up marketplace, reinforcing the idea of football as a cultural gathering that merges sport, lifestyle and fashion rather than just a competition. Austrian footballer and Zalando partner David Alaba spoke to the power of uniting people through the sport and celebrating passion at the community level. The Light Up series continued across multiple cities including Frankfurt and Munich, generating strong press and broad visibility for Zalando’s ongoing engagement with local culture, sport and night-time urban life.