HAT TRICK: In what it describes as a “natural convergence of three defining pillars of German culture,” luxury accessories house MCM has teamed with Adidas and the FC Bayern Women’s soccer team on a capsule collection.
Launching Oct. 22, this latest “trifecta collaboration” yielded an Adidas tracksuit emblazoned with MCM branding, unisex and women’s jerseys, track tops, track pants and shorts, plus footwear and leather goods.
Over the summer, Munich-based MCM quietly became the official travel luggage sponsor for FC Bayern Women’s, and took advantage of the team’s summer stop in Tokyo to shoot the campaign for the brown and white capsule collection in and around a minka.
“I believe the future of collaborations lies in the exchange of expertise rather than simply the exchange of logos,” said Dirk Schönberger, global chief brand officer at MCM, highlighting the Munich-based firm’s legacy of craftsmanship and travel, the sportswear innovation synonymous with Adidas, and FC Bayern’s cultural reach. “What began with our partnership with FC Bayern Women has developed into a broader conversation about movement, lifestyle and the evolving relationship between luxury and sport.”
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Leather goods in the capsule collection include MCM’s Ottomar weekend bag and its Stark backpack, dressed in the brand’s Cognac Visetos monogram along with the FC Bayern Crest, and trimmed in cream leather.
A VIP launch event is planned for Tuesday in Munich, followed two days later by the collection drop, at FC Bayern World in Munich; Adidas stores across Europe, Japan and Korea; MCM stores worldwide, plus the online shops of the sports team, Adidas and MCM.
The collaboration falls during MCM’s 50th anniversary year and serves to reaffirm sport as a pillar of its history.
“I’ve always been interested in how the specific demands of sport can challenge our approach to design, particularly when it comes to functionality,” Schönberger said, noting that he takes a broad view encompassing “physical activity, well-being and personal development.” (Before rejoining MCM in 2025, Schönberger logged eight years as creative director of Adidas.)
MCM’s recent dalliances with sport include a luxury e-bike developed with Urwahn in 2021, and a soccer capsule with German defender Jonathan Tah as the face of the campaign during the UEFA Euro 2024 championships.
