AND1 Germany’s “__X__ is AND1” marketing campaign

[Foreign Flava – 3.30.12] – AND1 Germany’s “__X__ is AND1” marketing campaign

Inks: FLASH aka g_sk1lls 
Images: And1 Germany


As second installment of our “Foreign Flava” blog feature, we set our sights towards Europe.. and this time the spotlight is on Germany.  I’ve recently contacted Laurent Burkart, who works for Sales and Marketing of AND1 Germany, via email and asked him some questions about this new brand strategy that was just launched in December 2011.




I first got wind of the “__X__ is AND1” material in And1 Germany’s Facebook page (www.facebook.com/and1germany) and its first salvo featured Salu Benjamin Tadi, winner of the German Beku BBL Slam Dunk contest just last January 21, 2012.  Nicknamed Mr. Hangtime, Salu wore And1 Empire Mids on route to besting a field of 40 dunkers and subsequently had a photoshoot to kickstart the ““__X__ is AND1” campaign.  [Click HERE for the previous post re: Salu’s Slam Dunk contest win.]

Hot in the heels of Salu’s feature, DJ Silence (one of Europe’s finest DJs/mixers) and Marcel Heberlein, a professional player in the German basketball league recently joined the And1 Germany brand endorsers roster in February and March, respectively.

Here are some more tidbits of what’s to come from AND1 Germany c/o Laurent:

-   On who’s got next:  “Dj Maleek (official Tour DJ of the Game), Lazee (top Swedish rapper), Blanchard Obiango (player for the German national team), Frank Ewert (best Junior basketball coach in Germany) and a lot more during the next months!”

-  On what’s going on for the next few months:  “We will bring the best streetball team in Germany to the Reality Check in Cologne this summer! With dudes from the United States, Germany and Africa! (including some AND1 all-stars).  Additionally we will be launching videos, photo shoots, mixtapes, plus so much more.“

-  On how long the “__X__ is AND1” will run:  “Certainly year-long and if it proves to be successful, it will continue to run in the following years.“

Poised to push more And1 brand awareness and looking at the possibility of positioning And1 as a lifestyle brand as well, the current campaign is focused on these shoe models: Ultralyte, Empire Mid, and Elev8 Mid (note: the Downtime Low has also been featured prominently, as well as the And1 snapback cap, only available in the And1 Germany online site - www.and1.de).

Looks like things are going to be more exciting with And1 Germany’s aggressive marketing thrust, and we at And1 Ph will continue to bring you the latest news in the international scene.  For your regular local updates, we are also on Twitter (follow @and1ph) and LIKE us on Facebook (www.facebook.com/and1ph).  And that’s the 411, And Juan!