Sports — Ice Hockey
Visual creatives
2026
For the 45th matchday of the PENNY DEL season, EHC Red Bull München debuted their exclusive Wings for Life (WFL) Special Edition Jersey, designed by Munich-based artist Katharina Bourjau. The game — a sold-out home derby at the SAP Garden against ERC Ingolstadt on February 25, 2026 — served as the perfect stage for the jersey launch, marking the club's return from the Olympic break and continuing their long-standing partnership with the Wings for Life Foundation, which has been ongoing since 2013.
Our team was responsible for the full creative production of matchday and e-commerce assets for both the EHC RB München Club Store (Bullstore) and the official Red Bull Shop, covering all required formats for the jersey release.
The WFL Jersey campaign required a comprehensive asset suite prepared ahead of the matchday. The jersey — available as a replica without embroidery at €79.95 — went live simultaneously in the Bullstore and online store on game day, meaning all assets had to be ready and aligned across both touchpoints before puck drop.
The scope of work included:
Matchday Assets — visuals produced for in-arena use and digital matchday coverage, supporting the event context in which the jersey was being worn by the team for the first time on ice.
E-commerce Assets — all formats required for both the EHC RB München online store and the Red Bull Shop, including product imagery and campaign visuals adapted to each platform's specifications.
The campaign carried additional weight given the context: the WFL matchday is tied to a cause-driven narrative (raising awareness for spinal cord injury research), the game was a highly anticipated Bavarian derby, and it marked the club's first match back after the Olympic break — all of which demanded assets that were both commercially strong and tonally aligned with the foundation's mission.
The team delivered a complete, multi-format asset package across both retail channels, ready for launch on one of the season's most visible matchdays. München won the derby 4:0, and the jersey sold across both shops from day one.
