BVB and GUESS JEANS extend partnership | OneFootball

Following their successful debut, where GUESS JEANS put the BVB players in the spotlight in tailored denim outfits for the FIFA Club World Cup, it’s clear: this partnership is more than just a kick-off. It’s a direct hit. By intensifying this collaboration, both brands are positioning themselves not only as trendsetters who are consistently driving the link between sport, fashion, and social responsibility. This is about the synergies that emerge when two companies join forces to tap into new target groups.

To amplify brand visibility and bring the partnership to life, GUESS JEANS has produced content shoots featuring BVB players Karim Adeyemi, Serhou Guirassy, Jobe Bellingham, Julian Ryerson, and Julian Brandt. Showcasing key pieces from the latest GUESS JEANS collection, the players take center stage in premium visuals that highlight the powerful synergy between fashion and sport – leveraging top athlete ambassadors to enhance relevance, spark engagement, and spotlight the strength of the collaboration.

Benedikt Scholz, Director Internationalization & Commercial Partnerships, says: “We see in GUESS JEANS not just a partner, but an innovator who significantly strengthens our global appeal in the fashion & denim segment. The broad activation campaigns are excellent examples of how we can meet our fans on eye level and make our brand tangible beyond pure sport – a true win-win scenario for both sides that underscores our long-term market strategy.”

GUESS JEANS solidifies its position as the exclusive “Denim Lifestyle Partner” of BVB and will not only accompany the club at international football events but will also be present with targeted local activations in Dortmund. The B2C and influencer activations planned for the season will be leveraged as highly effective marketing tools to create awareness and boost sales.

“Our collaboration with Borussia Dortmund is far more than just a sponsorship; it’s a partnership between two strong brands that inspire each other and open up new market potential," emphasizes Nicolai Marciano, Chief New Business Development Officer at GUESS JEANS. “GUESS is a global lifestyle brand, we are in 105 countries in multicategory businesses. Sports and the German market are increasingly interesting for our portfolio. We’re happy to strengthen and extend our partnership with BVB.”

This partnership manifests the joint commitment of both companies to a sustainable future for the fashion industry and the creation of a deep, emotional connection with consumers. With this collaboration, BVB continues its modern orientation and strengthens its position as a global, future-proof brand, while GUESS JEANS proves its innovation leadership in the denim segment and taps into new vertical markets. A perfect combination that scores not only on the pitch but also in brand competition.