Luxembourg customers get access to the full Zalando experience, choosing from an exciting assortment of the most sought-after brands, spanning Fashion, Beauty, Sports, Kids, Designer and Pre-owned
To celebrate the launch, Zalando is running its Spring Summer ‘What do I wear’ campaign featuring award-winning actor, producer and businesswoman Sarah Jessica Parker, together with Italian singer-songwriter Mahmood
The campaign embraces the everyday style question “What do I Wear?”, celebrating the fun and creativity of choosing an outfit

Luxembourg, 7 May 2025 // Zalando, Europe’s leading online multi-brand fashion destination, launches its Luxembourg webshop and app today, giving customers access to the full Zalando experience. On zalando.lu and in the app, Luxembourg customers will find an exciting assortment of the most sought-after brands, spanning Fashion, Beauty, Sports, Kids, Designer and Pre-owned, Zalando’s second-hand proposition.

To celebrate the Luxembourg launch, Zalando is running its Spring Summer 2025 ‘What do I wear’ campaign featuring four-time Golden Globe Award winner Sarah Jessica Parker, alongside Mahmood, celebrated chart-topping and multi-platinum Italian singer-songwriter and style icon. The campaign playfully explores the everyday question “What do I Wear?”, highlighting the joy of dressing, and demonstrating how fashion is not just about trends, it’s about the confidence to own every moment.

Fabio Baum, General Manager Benelux & Nordics, says: “I am very excited to launch our Luxembourg store. Thanks to zalando.lu and the app, Luxembourg customers will be able to choose from exciting brands in Fashion, Designer, Beauty, Sports and more categories, including brands such as HOKA, ASICS and adidas, Ralph Lauren, Diane von Furstenberg, WEEKEND MaxMara, Shiseido or LANCÔME. Luxembourg customers can delve into a wealth of fashion and lifestyle inspiration and entertainment, such as creative looks from our Style Creators, personalized advice from the AI-powered Zalando Assistant and the latest fashion styles with Trend Spotter.”

Following the Spring Summer 2025 campaign, Zalando will run an inspiring, locally produced campaign, featuring Luxembourg landmarks. The campaign further explores the question “What do I Wear?”, highlighting a diversity of styles in fashion, streetwear, and sports in everyday, Luxembourgish moments.

With the launch, customers will be able to enjoy Zalando’s Plus loyalty program, which is being rolled out in Luxembourg and rewards customers for their overall engagement, as well as Zalando’s convenience offer with a variety of delivery and return options.

Customers can shop at the Luxembourg shop in French, German and English.

Download all images here.
www.zalando.lu
@zalando

$\"\"$

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","f203042b-c4b9-4635-81d4-81881e96f41d",{"_87":17174},[17172],{"_17127":17173,"_17102":17127},"With the launch, customers will be able to enjoy Zalando’s Plus loyalty program, which is being rolled out in Luxembourg and rewards customers for their overall engagement, as well as Zalando’s convenience offer with a variety of delivery and return options.","1a6ee25a-2e48-4061-bca7-045c93056dff",{"_87":17179},[17177],{"_17127":17178,"_17102":17127},"Following the Spring Summer 2025 campaign, Zalando will run an inspiring, locally produced campaign, featuring Luxembourg landmarks. The campaign further explores the question “What do I Wear?”, highlighting a diversity of styles in fashion, streetwear, and sports in everyday, Luxembourgish moments.","cc795c80-2fa3-40cd-bace-ceeab17f2a3b",{"_87":17194},[17182,17183,17184],{"_17127":17190,"_17102":17127,"_17140":17191},{"_17127":17189,"_17102":17127},{"_17127":17185,"_17102":17127,"_17140":17186},"“I am very excited to launch our Luxembourg store. Thanks to zalando.lu and the app, Luxembourg customers will be able to choose from exciting brands in Fashion, Designer, Beauty, Sports and more categories, including brands such as HOKA, ASICS and adidas, Ralph Lauren, Diane von Furstenberg, WEEKEND MaxMara, Shiseido or LANCÔME. 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The campaign playfully explores the everyday question “What do I Wear?”, highlighting the joy of dressing, and demonstrating how fashion is not just about trends, it’s about the confidence to own every moment.","c0e37928-c26f-425b-ba4d-4fd629424c78",{"_87":17208},[17202,17203],{"_17127":17205,"_17102":17127,"_17140":17206},{"_17127":17204,"_17102":17127}," Zalando, Europe’s leading online multi-brand fashion destination, launches its Luxembourg webshop and app today, giving customers access to the full Zalando experience. On zalando.lu and in the app, Luxembourg customers will find an exciting assortment of the most sought-after brands, spanning Fashion, Beauty, Sports, Kids, Designer and Pre-owned, Zalando’s second-hand proposition. ","Luxembourg, 7 May 2025 //",[17207],{"_17102":17193},"82c26f6f-133c-4281-8989-1a80ce25f9fb",{"_87":17212},[17211],{"_17127":17128,"_17102":17127},"7ba02d0d-b80f-4156-951a-9393a0828ad5","bulletList",{"_87":17253},[17216,17217,17218],{"_17102":17219,"_17118":17242,"_17104":17243},{"_17102":17219,"_17118":17231,"_17104":17232},{"_17102":17219,"_17118":17220,"_17104":17221},"listItem",{"_87":17230},[17222],{"_17102":17123,"_17118":17223,"_17104":17224},{"_87":17229},[17225],{"_17127":17226,"_17102":17127,"_17140":17227},"The campaign embraces the everyday style question “What do I Wear?”, celebrating the fun and creativity of choosing an outfit",[17228],{"_17102":17193},"0c2492dc-7603-4193-9386-47aaff9950b0","56c9a5fe-c5d8-4524-a72a-a5416f68c677",{"_87":17241},[17233],{"_17102":17123,"_17118":17234,"_17104":17235},{"_87":17240},[17236],{"_17127":17237,"_17102":17127,"_17140":17238},"To celebrate the launch, Zalando is running its Spring Summer ‘What do I wear’ campaign featuring award-winning actor, producer and businesswoman Sarah Jessica Parker, together with Italian singer-songwriter Mahmood",[17239],{"_17102":17193},"94590134-115d-4545-b74e-1a7ced84fdbe","eebc15c8-e052-4137-a95e-97b66d5f3472",{"_87":17252},[17244],{"_17102":17123,"_17118":17245,"_17104":17246},{"_87":17251},[17247],{"_17127":17248,"_17102":17127,"_17140":17249},"Luxembourg customers get access to the full Zalando experience, choosing from an exciting assortment of the most sought-after brands, spanning Fashion, Beauty, Sports, Kids, Designer and Pre-owned",[17250],{"_17102":17193},"331466aa-943b-4cee-8ede-b72d09cd13e9","49fbee87-57fc-486c-b235-053384e21677","0691a3e0-349f-458b-80f0-0b8a79c0ad6d",4110,["D",1760008851000],["D",1760534722000],"ZALANDO RETURNS TO CPHFW FOR THE THIRD VISIONARY AWARD",["D",1754641200000],{"_17102":17103,"_17104":17269},"

The third iteration of the Zalando Visionary Award honoured 2025 winner IAMISIGO, reaffirming Zalando's commitment to celebrating designers driving fashion forward through bold design, innovation, and social impact
The celebrations included IAMISIGO’s CPHFW debut runway show and a Zalando Visionary Award Dinner with industry leaders, featuring a live performance by American singer Kelela followed by a creative re-see
Applications for the Zalando Visionary Award 2026 are now open until October 3rd, calling on bold, values driven brands shaping the future of fashion to apply

Zalando, a leading European online destination for fashion and lifestyle, celebrated Zalando Visionary Award 2025 winner IAMISIGO with a runway show and dedicated dinner at Copenhagen Fashion Week. Now in its third year, the award reflects Zalando’s commitment to supporting emerging designers who challenge conventions and inspire progress in the fashion industry.

Nigerian based brand IAMISIGO, selected in January for its distinct voice and commitment to blending ethical sourcing and community empowerment, made its Copenhagen Fashion Week debut with its SS26 runway show Dual Mandate. Rooted in the four vibrating dimensions; body, mind, spirit and emotion, the collection unfolds as a multisensory experience. Grounding fibres - cotton sourced from Uganda and Kenya, sisal from Tanzania, raffia and jute from Nigeria - pull energy inward, anchoring the garments. In contrast, luminous elements such as metal and glass from Kenya and repurposed plastics from Nigeria radiate outward, tuning the wearer like an ancient instrument caught between past and future.

After the runway show, Zalando hosted a celebratory dinner, bringing together industry leaders and fashion change makers for an evening of connection and creativity - with a live performance from American artist Kelela. The following morning Zalando invited guests to attend a re-see of IAMISIGO's runway collection, offering deeper exploration of the collection’s narrative and craftsmanship, as well as the raw, locally sourced materials used to create the intricate hand woven designs.

To further amplify the brand story, Zalando produced a documentary delving into the work of Zalando Visionary Award winner IAMISIGO. Filmed across Nigeria, Kenya, and Copenhagen, \"Zalando Visionary Award Presents: IAMISIGO\", offers an intimate look into Bubu Ogisi’s creative world, revealing the meticulous handcrafting techniques and cultural narratives that define the brand’s bold aesthetic.

Zalando Visionary Award 2026 applications now open
Applications for the Zalando Visionary Award 2026 are now open until October 3rd, calling on bold, values driven brands shaping the future of fashion to apply. Finalists will be shortlisted by an international jury of industry thought leaders, with the winner awarded a monetary prize of 50,000 euros and additional 35,000 euros for a tailor-made show production at Copenhagen Fashion Week. Beyond financial backing, Zalando is supporting the winner with mentorship opportunities, tailored business development resources and access to key industry networks. For more information about the Zalando Visionary Award and to apply, click here.

Download all images here
www.zalando.lu
@zalando

About the Zalando Visionary Award
The Zalando Visionary Award, established by Zalando in 2023, recognises the makers of the future by putting the spotlight on designers and brands with a visionary approach to creating meaningful change within the fashion industry and beyond. To be considered, brands must show how they are driving meaningful change in one or more of the three pillars, whilst also meeting Copenhagen Fashion Week’s Sustainability Requirements. An international jury of industry thought leaders and Zalando representatives selects the winner.

For more information about the award visit: https://corporate.zalando.com/en/about-us/what-we-do/zalando-visionary-award

$\"\"$

","https://asset-manager-2a1d4c8b.s3.eu-central-1.amazonaws.com/asset/52f4-0199c845e2687ba1882404d86d1afcb9",{"_87":17098,"_91":17267,"_93":17268,"_96":17101},{"_87":17085,"_91":17264,"_93":17265,"_96":17088,"_17089":17090,"_17091":99,"_17092":17093,"_17094":17095,"_17096":17266},["D",1759944370000],["D",1759944444000],{},["D",1759944327000],["D",1759944327000],[17270,17271,17272,17273,17274,17275,17276,17277,17278,17279,17280,17281],{"_17102":17213,"_17118":17431,"_17104":17432},{"_17102":17123,"_17118":17426,"_17104":17427},{"_17102":17123,"_17118":17400,"_17104":17401},{"_17102":17123,"_17118":17395,"_17104":17396},{"_17102":17123,"_17118":17376,"_17104":17377},{"_17102":17123,"_17118":17349,"_17104":17350},{"_17102":17123,"_17118":17322,"_17104":17323},{"_17102":17123,"_17118":17307,"_17104":17308},{"_17102":17123,"_17118":17293,"_17104":17294},{"_17102":17123,"_17118":17289,"_17104":17290},{"_17102":17123,"_17118":17285,"_17104":17286},{"_17102":17117,"_17118":17282},{"_87":17283,"_17121":17284},"ddc1e819-dad3-4d2a-aece-66534a362bb6","https://asset-manager-2a1d4c8b.s3.eu-central-1.amazonaws.com/asset/7325-0199c845e4f973f0a7780c6193930308,https://asset-manager-2a1d4c8b.s3.eu-central-1.amazonaws.com/asset/8df9-0199c845e8a97423b4b530966bee46e7,https://asset-manager-2a1d4c8b.s3.eu-central-1.amazonaws.com/asset/82c2-0199c845ecaa7321ab32158c91c9aecf,https://asset-manager-2a1d4c8b.s3.eu-central-1.amazonaws.com/asset/aa7e-0199c845f0bd70d3a8be5e4c85179109",{"_87":17288},[17287],{"_17127":17128,"_17102":17127},"62c1d373-0120-499e-b4bc-5f38a8bceac5",{"_87":17292},[17291],{"_17127":17128,"_17102":17127},"cd307a0d-e9c9-4e6a-ac3d-eb2e283cebfd",{"_87":17306},[17295,17296,17297],{"_17127":17305,"_17102":17127},{"_17127":17298,"_17102":17127,"_17140":17299},{"_17127":17128,"_17102":17127},"https://corporate.zalando.com/en/about-us/what-we-do/zalando-visionary-award",[17300,17301],{"_17102":17143,"_17118":17303},{"_17102":17302},"underline",{"_17145":17304,"_17147":17298,"_17149":-5,"_17150":17151},"noopener noreferrer nofollow","For more information about the award visit: ","ecd2ef42-dceb-4beb-ac68-25cace7909f2",{"_87":17321},[17309,17310,17311,17312],{"_17127":17318,"_17102":17127,"_17140":17319},{"_17102":17153,"_17140":17316},{"_17127":17152,"_17102":17127,"_17140":17314},{"_17127":17313,"_17102":17127},"The Zalando Visionary Award, established by Zalando in 2023, recognises the makers of the future by putting the spotlight on designers and brands with a visionary approach to creating meaningful change within the fashion industry and beyond. 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For more information about the Zalando Visionary Award and to apply, click ","are now open until October 3rd, ",[17366],{"_17102":17193},"Applications for the Zalando Visionary Award 2026 ",[17369],{"_17102":17193},[17371],{"_17102":17193},"Zalando Visionary Award 2026 applications now open",[17374],{"_17102":17193},"f0206a39-8e57-42ad-a20e-0764555804c5",{"_87":17394},[17378,17379,17380,17381],{"_17127":17393,"_17102":17127},{"_17127":17386,"_17102":17127,"_17140":17387},{"_17127":17383,"_17102":17127,"_17140":17384},{"_17127":17382,"_17102":17127}," offers an intimate look into Bubu Ogisi’s creative world, revealing the meticulous handcrafting techniques and cultural narratives that define the brand’s bold aesthetic.",",",[17385],{"_17102":17188},"\"Zalando Visionary Award Presents: IAMISIGO\"",[17388,17389,17390],{"_17102":17143,"_17118":17391},{"_17102":17188},{"_17102":17302},{"_17145":17304,"_17147":17392,"_17149":-5,"_17150":17151},"https://youtu.be/SyAtoFAEzN8?si=7R2Pe7XVJzvMNsrQ","To further amplify the brand story, Zalando produced a documentary delving into the work of Zalando Visionary Award winner IAMISIGO. 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The following morning Zalando invited guests to attend a re-see of IAMISIGO's runway collection, offering deeper exploration of the collection’s narrative and craftsmanship, as well as the raw, locally sourced materials used to create the intricate hand woven designs.","9a7d6e85-b950-4f81-988a-b6fe082f7692",{"_87":17425},[17402,17403,17404,17405,17406,17407,17408],{"_17127":17424,"_17102":17127},{"_17127":17421,"_17102":17127,"_17140":17422},{"_17127":17420,"_17102":17127},{"_17127":17417,"_17102":17127,"_17140":17418},{"_17127":17413,"_17102":17127,"_17140":17414},{"_17127":17410,"_17102":17127,"_17140":17411},{"_17127":17409,"_17102":17127},"Rooted in the four vibrating dimensions; body, mind, spirit and emotion, the collection unfolds as a multisensory experience. Grounding fibres - cotton sourced from Uganda and Kenya, sisal from Tanzania, raffia and jute from Nigeria - pull energy inward, anchoring the garments. 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Now in its third year, the award reflects Zalando’s commitment to supporting emerging designers who challenge conventions and inspire progress in the fashion industry.","4a41b365-9cbd-4259-9326-63fd7bc2b7b0",{"_87":17469},[17433,17434,17435],{"_17102":17219,"_17118":17458,"_17104":17459},{"_17102":17219,"_17118":17447,"_17104":17448},{"_17102":17219,"_17118":17436,"_17104":17437},{"_87":17446},[17438],{"_17102":17123,"_17118":17439,"_17104":17440},{"_87":17445},[17441],{"_17127":17442,"_17102":17127,"_17140":17443},"Applications for the Zalando Visionary Award 2026 are now open until October 3rd, calling on bold, values driven brands shaping the future of fashion to apply",[17444],{"_17102":17193},"e3db0aba-b00d-4596-b5e9-386e34b3b268","61660096-2fb8-4c0b-a965-712bde51f711",{"_87":17457},[17449],{"_17102":17123,"_17118":17450,"_17104":17451},{"_87":17456},[17452],{"_17127":17453,"_17102":17127,"_17140":17454},"The celebrations included IAMISIGO’s CPHFW debut runway show and a Zalando Visionary Award Dinner with industry leaders, featuring a live performance by American singer Kelela followed by a creative re-see",[17455],{"_17102":17193},"5431c22d-c1e9-4fbe-b57f-09a0af3c508d","6218cdab-2a66-465d-8609-0f6d9c14f016",{"_87":17468},[17460],{"_17102":17123,"_17118":17461,"_17104":17462},{"_87":17467},[17463],{"_17127":17464,"_17102":17127,"_17140":17465},"The third iteration of the Zalando Visionary Award honoured 2025 winner IAMISIGO, reaffirming Zalando's commitment to celebrating designers driving fashion forward through bold design, innovation, and social impact",[17466],{"_17102":17193},"dc88868f-5293-4a54-9a59-12e8ff012ef1","1c520670-b914-4558-ae6e-b1d25fea5717","54fd481d-806f-4503-9cb5-076a48c256f3",6269,["D",1779128603000],["D",1779134693000],"Zalando and RBFA launch five-year partnership, embedding the brand into the heart of Belgian sports culture and fashion",["D",1779128603000],{"_17102":17103,"_17104":17490},"

BRUSSELS / BERLIN, May 18, 2026 — Zalando, the leading European technology platform for fashion and lifestyle, today announced a landmark five-year strategic partnership with the Royal Belgian Football Association (RBFA). This collaboration establishes Zalando as a Top Premium partner for Belgium’s Men's, Women's, and Youth teams until the end of 2030. It is part of Zalando’s strategy to expand as a lifestyle destination and anchors the brand in the heart of Belgian culture.

The partnership aligns with Zalando’s ambition to deepen its connection with local consumers by participating in the country's most significant cultural conversations. The RBFA serves as an inspiring force across the country, unifying Belgians to experience sports and express themselves before, during and after the game.

\"The devil is in all of us\"

The partnership launches with a dedicated campaign produced with some of the star players of the Men’s team. Carrying the slogan “The Devil is in all of us”- a clear reference to the team’s name Belgian Red Devils - it features a collective of Belgian football icons and style makers including Kevin De Bruyne, Romelu Lukaku, Amadou Onana and Jérémy Doku. The campaign celebrates Belgians’ “daredevil” mentality - the inner drive of players and fans, whether on the field or in the street. It also features a remixed version of the Belgian supporters' chant, \"Everywhere We Go\".

At an exclusive event at the King Baudouin Stadium in Brussels, the RBFA and Zalando revealed the partnership and campaign. Laura Toledano, General Manager Western Europe at Zalando, unveiled the collaboration while highlighting how football brings people together and creates excitement. Former national player Jan Vertonghen and RBFA CEO Peter Willems joined James Rothwell, SVP of Marketing at Zalando, to discuss how players and fans prepare for matches with style and confidence.

Zalando Arrival Moment

A central feature of the partnership is the \"Zalando Arrival Moment\". Zalando will brand the arrival moment of the players at the RBFA’s national training centre. This turns the walk to the locker room into a highly visible platform to showcase the players' styles and provide inspiration for fans. The players choose their own looks as usual. Zalando will highlight some of the outfits on the app and webshop, inspiring customers with authentic styles from their favorite players.

James Rothwell, Senior Vice President Marketing at Zalando, says: \"Football is one of the most influential cultural forces in Europe, and fashion and football have a long history together. This partnership supports our shift toward becoming Europe’s leading Sports & Lifestyle destination. We have seen steady growth of sports audiences and brands on our platform. We are excited to join the cultural conversation in Belgium, connect fans with incredible content, and create exclusive moments for our customers. We look forward to celebrating the Red Devils, Red Flames and Youth teams over the next five years with”.

Laura Toledano, Zalando’s General Manager Western Europe, says: “We are incredibly proud to team up with the RBFA to inspire and engage with Belgians. The RBFA is a unique unifying force that connects all Belgians, allowing us to speak to every generation and every fan across the country. By anchoring our brand in the national teams, we provide Belgians with inspiration for their daily sports and lifestyle choices. I am looking forward to incredible moments during the World Cup tournament and the next five years together with the RBFA and their fans.”

Peter Willems, CEO of the RBFA, says: “We are delighted to welcome Zalando as our official Top Premium partner. This partnership focuses on sport, fashion and self-expression. Zalando brings a scale and expertise in engagement that allows us to connect with our fans 365 days a year. We also see a strong connection with Zalando's values to create communities, innovate and inspire. Together, we can bring our football communities to a new level and excite even more Belgians for our sport.”

Exclusive experiences

In addition to the Zalando Arrival Moment, the partnership grants Zalando a wide range of exclusive marketing and activation rights, creating exciting opportunities for football enthusiasts in Belgium. Key elements include:

- Extensive media presence: Logo visibility throughout the activities of the national teams, stadium LED boards, cam carpets, and media backdrop branding.

- Live shows from Red Devils basecamp in Seattle: Zalando will host a dedicated in-camp content studio in Seattle during the World Cup, producing live shows that offer exclusive behind-the-scenes access to Belgium’s national team. These exclusive content moments will be possible during all major tournaments where RBFA teams participate.

- Zalando Plus rewards: Plus members will enjoy exclusive access to special raffles for match tickets, signed jerseys, and unique fan experiences.

Focus on Sports and Lifestyle

The partnership underpins Zalando's ambition to further expand as a lifestyle destination, moving beyond a generalist offering to provide a curated, high-performance experience. In the last few years, Zalando has significantly expanded its expertise in key areas like football, running and cycling, onboarding technical assortment, unveiling dedicated onsite experiences for customers for different sport types and authentically embedding the Zalando brand in sports culture through supporting major sporting events in Europe.

Local campaign

The campaign with members of the Red Devils team was shot at the RBFA’s Proximus Basecamp in Tubize and across Belgium. The Belgian agency Mutant created the campaign concept, agency OONA/BAAS developed the PR and influencer strategy and the media strategy was developed in partnership with Dentsu Benelux. The marketing campaign will run on digital, OOH, and TV from May 18 until early June.

Download all images here.

About Zalando

Founded in Berlin in 2008, Zalando is the leading European technology platform for fashion and lifestyle. Connecting 62 million active customers with more than 7,000 brands across 29 markets, our operations are built on a unique AI-powered data and infrastructure platform. For our customers, our multi-app approach - comprising Zalando, ABOUT YOU, and Lounge by Zalando - delivers an inspiring, highly personalised shopping experience, serving different customers with different needs. For our partners, we are building the operating system for e-commerce. Through ZEOS, Tradebyte, and SCAYLE, we open our logistics, software, and service capabilities to brands and retailers, enabling them to seamlessly scale their businesses across borders.

For further information, please visit: corporate.zalando.com/en

About the Royal Belgian Football Association

As the largest sports federation in the country, with more than half a million members, the Royal Belgian Football Association represents 4,000 football clubs. Together with the regional federations FFA (Football Francophone Amateur) and Voetbal Vlaanderen, the RBFA organises around 12,000 matches per weekend, including, of course, the matches of our national teams. The Belgian Red Devils and the Red Flames are our ambassadors.

For more information or press inquiries, please contact:

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The Belgian Red Devils and the Red Flames are our ambassadors.","e2975f35-161a-4a05-a967-f0ddc6450b93",{"_87":17537},[17532,17533],{"_17102":17153},{"_17127":17534,"_17102":17127,"_17140":17535},"About the Royal Belgian Football Association",[17536],{"_17102":17193},"4d5c553f-7e28-46f6-8e6e-ed28632432ee",{"_87":17550},[17540,17541,17542],{"_17102":17153},{"_17127":17549,"_17102":17127},{"_17127":17543,"_17102":17127,"_17140":17544}," corporate.zalando.com/en",[17545,17546],{"_17102":17143,"_17118":17547},{"_17102":17302},{"_17145":17304,"_17147":17548,"_17149":-5,"_17150":17151},"https://corporate.zalando.com/en","For further information, please visit:","3c5ce47e-e336-49a9-af2b-25ab98c75761",{"_87":17555},[17553],{"_17127":17554,"_17102":17127},"Founded in Berlin in 2008, Zalando is the leading European technology platform for fashion and lifestyle. 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","dddc69b1-9501-4d52-95f2-7c70a27cd9a4",{"_87":17563},[17558,17559],{"_17102":17153},{"_17127":17560,"_17102":17127,"_17140":17561},"About Zalando",[17562],{"_17102":17193},"bd06ee00-6496-46c8-af48-046b202c6d4f",{"_87":17573},[17566],{"_17127":17159,"_17102":17127,"_17140":17567},[17568,17569],{"_17102":17143,"_17118":17570},{"_17102":17302},{"_17145":17571,"_17147":17572,"_17149":-5,"_17150":17151},"noopener","https://zalando.smartpr.site/en/kits/1031~zalando-rbfa","b7b619d7-866d-4154-b8c9-b8649aa83e46",{"_87":17578},[17576],{"_17127":17577,"_17102":17127},"The campaign with members of the Red Devils team was shot at the RBFA’s Proximus Basecamp in Tubize and across Belgium. The Belgian agency Mutant created the campaign concept, agency OONA/BAAS developed the PR and influencer strategy and the media strategy was developed in partnership with Dentsu Benelux. 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Key elements include:","b39fe9b3-eace-4f8e-a899-5a55cb7c6406",{"_87":17635,"_17587":17062},[17631],{"_17127":17632,"_17102":17127,"_17140":17633},"Exclusive experiences ",[17634],{"_17102":17193},"c49b0118-dd9c-421c-af06-a66272dcbe30",{"_87":17651},[17638,17639,17640,17641,17642],{"_17127":17648,"_17102":17127,"_17140":17649},{"_17127":17647,"_17102":17127},{"_17127":17644,"_17102":17127,"_17140":17645},{"_17127":17643,"_17102":17127},{"_17102":17153},"”","We are delighted to welcome Zalando as our official Top Premium partner. This partnership focuses on sport, fashion and self-expression. Zalando brings a scale and expertise in engagement that allows us to connect with our fans 365 days a year. We also see a strong connection with Zalando's values to create communities, innovate and inspire. Together, we can bring our football communities to a new level and excite even more Belgians for our sport.",[17646],{"_17102":17188},"“","Peter Willems, CEO of the RBFA, says: ",[17650],{"_17102":17193},"b2f0d2e4-bb02-407e-b0a2-56625f0f6776",{"_87":17665},[17654,17655,17656,17657],{"_17127":17662,"_17102":17127,"_17140":17663},{"_17127":17661,"_17102":17127},{"_17127":17658,"_17102":17127,"_17140":17659},{"_17127":17643,"_17102":17127},"We are incredibly proud to team up with the RBFA to inspire and engage with Belgians. The RBFA is a unique unifying force that connects all Belgians, allowing us to speak to every generation and every fan across the country. By anchoring our brand in the national teams, we provide Belgians with inspiration for their daily sports and lifestyle choices. 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We look forward to celebrating the Red Devils, Red Flames and Youth teams over the next five years with",[17675],{"_17102":17188},"\"","James Rothwell, Senior Vice President Marketing at Zalando, says: ",[17679],{"_17102":17193},"6579b546-3157-41a3-a3fb-b607d4903ad2",{"_87":17685},[17683],{"_17127":17684,"_17102":17127},"A central feature of the partnership is the \"Zalando Arrival Moment\". Zalando will brand the arrival moment of the players at the RBFA’s national training centre. This turns the walk to the locker room into a highly visible platform to showcase the players' styles and provide inspiration for fans. The players choose their own looks as usual. Zalando will highlight some of the outfits on the app and webshop, inspiring customers with authentic styles from their favorite players.","cd11fae5-4c58-4948-b730-f3e1c1cd42d3",{"_87":17692,"_17587":17062},[17688],{"_17127":17689,"_17102":17127,"_17140":17690},"Zalando Arrival Moment",[17691],{"_17102":17193},"4654d9b6-3cfc-428c-8097-4ce94670b41c",{"_87":17698},[17695,17696],{"_17127":17697,"_17102":17127},{"_17102":17153},"At an exclusive event at the King Baudouin Stadium in Brussels, the RBFA and Zalando revealed the partnership and campaign. Laura Toledano, General Manager Western Europe at Zalando, unveiled the collaboration while highlighting how football brings people together and creates excitement. Former national player Jan Vertonghen and RBFA CEO Peter Willems joined James Rothwell, SVP of Marketing at Zalando, to discuss how players and fans prepare for matches with style and confidence. ","8fa69f63-e830-4a89-be6a-6cb05f36f1e8",{"_87":17703},[17701],{"_17127":17702,"_17102":17127},"The partnership launches with a dedicated campaign produced with some of the star players of the Men’s team. Carrying the slogan “The Devil is in all of us”- a clear reference to the team’s name Belgian Red Devils - it features a collective of Belgian football icons and style makers including Kevin De Bruyne, Romelu Lukaku, Amadou Onana and Jérémy Doku. The campaign celebrates Belgians’ “daredevil” mentality - the inner drive of players and fans, whether on the field or in the street. It also features a remixed version of the Belgian supporters' chant, \"Everywhere We Go\".","2ea5f259-0e11-4ab4-8aed-14254d2b3238",{"_87":17710,"_17587":17062},[17706],{"_17127":17707,"_17102":17127,"_17140":17708},"\"The devil is in all of us\"",[17709],{"_17102":17193},"4934bf8e-da6c-4fe5-b223-520e2a6ca3a0",{"_87":17716},[17713,17714],{"_17127":17715,"_17102":17127},{"_17102":17153},"The partnership aligns with Zalando’s ambition to deepen its connection with local consumers by participating in the country's most significant cultural conversations. The RBFA serves as an inspiring force across the country, unifying Belgians to experience sports and express themselves before, during and after the game. ","4981b464-9414-434e-8345-1263780c51ce",{"_87":17725},[17719,17720],{"_17127":17722,"_17102":17127,"_17140":17723},{"_17127":17721,"_17102":17127}," — Zalando, the leading European technology platform for fashion and lifestyle, today announced a landmark five-year strategic partnership with the Royal Belgian Football Association (RBFA). This collaboration establishes Zalando as a Top Premium partner for Belgium’s Men's, Women's, and Youth teams until the end of 2030. 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English

Zalando and RBFA launch five-year partnership, embedding the brand into the heart of Belgian sports culture and fashion

ZALANDO RETURNS TO CPHFW FOR THE THIRD VISIONARY AWARD

Zalando launches zalando.lu with SS25 campaign starring Sarah Jessica Parker and Mahmood