CREW RUNNER (MEN)

ADB

JOHN ADEKUNLE, 16yo

YOUTH PLAYER AT BERLINER SC

BORN AND RAISED IN BERLIN W/ NIGERIAN ROOTS

SElf-REFLECTED - GROUNDED IN VALUES

HE dreams of becoming a pro

IN TERMS OF STYLE: HE wants to FIND STUFF NO ONE ELSE HAS

”

THE "IT" IN "JUST DO IT" IS THE BIG PLAN YOU HAVE IN YOUR LIFE. BUT THE "IT" IS ALSO THE LITTLE STEPS YOU HAVE TO TAKE ALONG THE PROCESS.

- JOHN

15-19 years old FOOTBALLERS
Part of GEN Z WITH Two sub groups who have completely different needs: GEN Me + we
ALL MEMBERS OF A FOOTBALL CLUB
there are APPROX. 11.5k ADB in berlin & 514k in GERMANY
THEY DREAM OF BECOMING A PRO & TRAIN ON AVG. 3-4 TIMES A WEEK PLUS 1 GAME ON WEEKENDS
KIDS SPEND ON AVERAGE 8 HRS IN SCHOOL EVERY DAY.

FOOTBALL X POLITICS
FOOTBALL & POLITICS WERE ALWAYS INTERCONNECTED, BUT THIS SUMMER IT WAS TAKEN TO THE NEXT LEVEL.
FOOTBALL SYSTEM.
GERMANY HAS AN OVERLY STRUCTURED FOOTBALL SYSTEM. A LACK OF CREATIVE PLAYERS. CHANGE IS COMING THOUGH.

The rise of small sided
Small sided is organising itself (E.G. THROUGH TRANING METHODOLOGY & ALSO BUSINESS LEAGUES). FUTSAL IS INCREASINGLY POPULAR (DFB PUSH).
THERE ARE 389 clubs
and Around 2k youth teams in Berlin
E-sports capital
First Bundesliga club with an own e-sports academy. Intended to scout & develop e-talent.

HYPERLOCALITY IS IMPORTANT.
“THERE IS MORE TO BERLIN THAN IT’S RAW & DARK SIDE. SHOW IT’S COLOURS.”
PURPOSEFUL BRANDS DRIVE LOYALTY.
ESTABLISH EMOTIONAL CONNECTIONS TO CREATE UNBREAKABLE RELATIONSHIPS
FOOTBALL IS AN EXPRESSION
OF STREET CULTURE AND IT’S BOOMING.
THEY SEE RETAIL SHOPPING AS A SOCIAL HAPPENING
WITH THEIR FRIENDS AND ONLINE SHOPPING AS THE BEST WAY
TO GET inspired.
THEY SMELL BULLSHIT.
AUTHENTICITY & TRANSPARENCY ARE HYGIENE FACTORS IN TODAY’S WORLD.

Serve me always
HONOUR MY LOCAL MOMENTS ON THE STREET AND SERVE ME GLOBAL MOMENTS ON MY SCREEN.
BERLIN SPIELT KRASS.
THE BERLIN ADB HAS AN UNMATCHED STYLE OF PLAY: combINing CITY ROUGHNESS & REBELLIOUSNESS, WITH FLAVOUR, CREATIVITY & JOY.
COMMITMENT CAN WORK LIBERATING.
IN THE CITY OF FREEDOM, OUR CONSUMER LOOKS FOR A SENSE OF BELONGING.