Three iconic brands with German roots have united around sports, fashion and exclusivity. The airline Lufthansa has created a collection tracksuit in collaboration with Adidas and the German Football Federation (DFB) within the framework of the celebration of the World Cup, which has been taking place in Mexico, the United States and Canada since last June 11.
The initiative is part of Lufthansa’s sponsorship of the German National Team
The action is part of the sponsorship agreement that the company has with the German men’s soccer team. In addition to serving as the team’s official transportation to North America, the alliance has also resulted in a collector’s item that has sought to combine comfort and style, and which has been delivered to the German delegation sent to the tournament.
However, some passengers who are not part of the DFB selection will also be able to enjoy the collector’s item. Those traveling in first class to the World Cup from June 14 will receive a tracksuit personally delivered by the crew on selected flights to North America. Lufthansa has not put the garments on sale, so they cannot be purchased anywhere other than by traveling with the airline.
The set belongs to Adidas’ Germany Originals division and consists of a turquoise jacket and dark blue pants that include the iconic Lufthansa crane logo on the back. “Thanks to the dark blue, which is also our brand color, the tracksuit fits perfectly with the design of Lufthansa and the Allegris First Class, becoming a first-class collector’s item.”commented Laura Reuter, Marketing Director of Lufthansa, in a statement. He also ensures that the tracksuit is conceived as a thank you gift for First Class passengers and is designed to create an unforgettable moment,
“What sets this collaboration apart is that three iconic German brands have joined forces“explained Robert Schröder, Director of Campaigns and Alliances at Lufthansa. “The DFB has been active for more than 125 years, Lufthansa celebrates its centenary this year and adidas has almost 80 years of experience. Together, we have created a garment that authentically represents football culture, centered around a major sporting event that sparks a lot of emotion and connects people around the world.”.
The company claims that the tracksuit dilutes the boundaries between comfort and luxury and connects those worlds with football in a natural way, in addition to transcending beyond the sporting field. They defend that urban clothing has been consolidated in haute couture and that is why it is organically integrated into their first-class and well-being proposal. “Customer expectations of first-class travel have changed“Reuter has pointed out.”Today it’s less about pure formality and exclusivity and more about an experience with attitude, character and cultural relevance.“.
This is not the first initiative of this type launched by Lufthansa. In January 2025, he created an exclusive pajama for first class passengers with Japanese artist Sho Shibuya; and previously, at the end of 2024, he collaborated with the German artist Stefan Marx to create a series of travel items, including t-shirts, postcards and sleeping masks.
