Post by Sven Schindler

Today, the FIFA World Cup 2026 kicks off — and it’s sending me straight back to the summer of 2006. Twenty years ago, Germany hosted the tournament on adidas’ home turf. We went big. In Munich, we had a giant Oliver Kahn leap across the highway at the airport — welcoming every arriving guest in classic goalkeeper fashion. A bold call, made even bolder by the fact that Jürgen Klinsmann had just named Jens Lehmann as Germany’s No. 1, not Kahn. Sticking to that execution took real nerve. It paid off: the media value generated outperformed the investment by a wide margin. Two years later at Euro 2008 in Austria and Switzerland, we turned the iconic Vienna Ferris Wheel into a canvas for Petr Čech — at the time the best goalkeeper in the world, instantly recognisable for the protective helmet he wore after a serious head injury at Chelsea. Two tournaments. Two goalkeeper-led ideas. Both times, we outpaced the competition. The medium was the message — and I believe that principle holds just as true today. What do you think? Does the era of bold, context-specific OOH still cut through, or has the game moved on? Markus Baumann Arthur Hoeld Markus Rachals Stephan Körber Rainer Stechl Stefan Schmidt David Barton